The No. 1 missed opportunity in jewelry sales is ...WHAT? Failure to follow up on an engagement-ring sale. It seems like we’ve been banging the table about this for years but nothing changes. According to TheKnot’s 2012 data, only half of brides hear from their jewelers after the ring purchase. These stores aren’t even getting the wedding band sales – possibly the most natural follow-up sale of all.
HOW? This business is about relationships. As TheKnot’s Laura Cave told the SMART Jewelry show in Chicago: “Shoppers will find something great to buy from you, but you need to stay in touch with them.”