How Does This Story End?

Deep read (3 mins) Quick read (scroll down)

Isn’t it one of your favorite customer experiences when you help them pick out that perfect jewelry piece, that they look perfect wearing, and they know you were the reason they discovered and chose that perfect piece. While it was a little more than they thought they’d spend, once you showed them how great they looked when wearing it…well, they couldn’t resist. And now they’re wearing it out of your store…and they’re really enjoying their purchase. That’s why we do what we do!

Six months later they return to the store and somehow they’ve destroyed their jewelry! Not only are they heartbroken, they also know that they can’t afford to repair or replace the jewelry.

What happens next?

Do you remember those “Create Your Own Adventure Books”? Having made your decision on what path to take you turned the page to find the outcome. Let’s do that here! Which path are we taking with your customer?

• I did not offer the Protection Plan. You commiserate, explain how sorry you are, and figure out what the cost to repair would be. Even with some well placed discounts the cost is well out of their price range. With a short “goodbye” they leave your store unhappy, with broken jewelry destined to sit in the bottom of their jewelry box.
• I did offer the Protection Plan. You smile, explain how they’re totally covered with no additional expense. When they pick up their jewelry—looking like new—they’re obviously thrilled, and you remind them how their jewelry continues to be protected by their Protection Plan. Then you have to remind them that we still aren’t hugging!

Here’s the point: You are in charge of the path that you and your customers experience with their jewelry. With all of your jewelry experience you know how the story can end. That also means it’s your responsibility as their professional jewelry consultant to recommend they always take the Protection Plan. All of our customers deserve a happy ending so let’s…Make It Happen!

Quick Read: As jewelry professionals we know what can happen to jewelry, even if our customers do not. We have a responsibility, as our customer’s professional jewelry consultant to make sure that they will always enjoy their purchase by recommending they include the Protection Plan.