From RJO’s Facebook Page

THE MEMBER-ONLY RJO EXCLUSIVE PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a post earlier this year.

Post: Help! Two customers in the past three days have been shopping me and James Allen online. How do you compete?

Response One: When I have customers tell me they are comparing online or have looked online, I always am sure to make a point we are local, we do repairs on our jewelry, and we can turn their repair around within a day or so. I also point out they are not shipping a prized possession out for weeks at a time. The customer service usually speaks for itself. Even if it may be more than what the customers looked at spending online, it often comes down to a safety thing for most. It puts them at ease knowing what they are buying, being educated by a staff member, and having everything that could possibly go wrong be corrected—if not in the same day, then certainly within the next week.

Response Two: We had a $17K sale yesterday even though the customer was comparing online prices. We were significantly below online prices. Why? Ten years ago, we started buying big stones over the counter. It started out small and it just grew over the last decade.

As an aside, we had a snatch-and-run on that very same stone an hour earlier. Fortunately, one associate grabbed it back while the other electronically locked the door and pushed the panic button! Police arrived and made the arrest. I do not recommend this!

Anyway, we did move a nice diamond and beat yet another online seller!

Response Three: They are shopping you because they don’t trust the online company. Use your best sales presentation and, like the earlier post mentioned, tout your customer service and give them a great experience.

Response Four: Don’t lose confidence! Let your kind personality, knowledge of product, history, and reputation as a store speak for themselves. Plus, your sense as a stylist can compete with any of those who pick styles for the stars! You’re one of the best!

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