Several days ago my wife and I returned some merchandise to a nearby mall. Needing to check my wife’s rings for loose stones, we selected a jewelry store (part of a national chain) and walked in.
I explained that we needed to have the rings checked for bent or missing prongs. The associate immediately took the rings over to a microscope, examined them, and returned them to us saying they were all fine.
We thanked him and left the store.
Now here’s how that conversation would have gone had I, a former jewelry store manager, been the salesman.
Me: “Good afternoon, my name is Glenn. How may I help you.”
Customer: We’d like to have the prongs checked on her rings.”
M: Sure, I can do that for you. Let’s walk over here to our microscope.
(As I examined the prongs under the microscope, I’d attempt to start a conversation.)
Oh, I like the fire (sparkle) in these diamonds. Did you get them from us?
C: No, we bought them at a store that has gone out of business.
M: Well, we’d be glad to help you with any of your future jewelry needs. We carry diamonds, colored stones, 14k and 18 karat gold in both white and yellow. We also carry several lines of watches and a great deal of other accessories.
C: That’s good to know.
M: Yes, and we’ll be having some good sales between now and the end of January when we do inventory. I’d rather sell them than count them, if you know what I mean.
C: That’s good to know but we’re still recovering from Christmas.
M: I know that feeling. Your prongs are all in good shape. Let me clean this diamond ring for you. It’s no charge. (I clean the ring, which the real salesman didn’t offer to do.)
Customer’s wife: Ohh, that looks so much better.
M: Feel free to bring it in any time for a free cleaning and a checkup.
C: Thank you very much.
M: (Smiling and handing each one my business card) You’re welcome. Remember, my name is Glenn and I’ll be glad to assist you anytime. I’m especially good at helping husbands find gifts for Valentine’s Day.”
The employee who waited on us merely performed a business transaction. The example I offer above is that of an employee attempting to build a relationship with a prospective customer. The reason why jewelry stores offer free ring inspections is to give their employees and opportunity to either make a sale or lay the ground work for a future sale.