How to build sales with clienteling

In a globally competitive marketplace, the ability to affordably generate extra sales is an ever-increasing challenge for most jewellers. DAVID BROWN discusses the importance of ‘clienteling’ as a sales strategy.

Some days, it seems the only factor that matters to customers is price. This isn’t true, of course, but it’s a perception that can lead salespeople to think the only way to obtain business is to ‘buy it’ by discounting product....

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