Like many jewelers we had no real system of keeping track of opportunities that were coming in our store. We would take their information, put it on a form and then into a book and assume the sales associate would follow up with the customer. A day came when a customer came in requesting an item from a wish list they had previously made; to our embarrassment we could not find it and had no other record of this customer. That was the tipping point for me, so I began to look into CRM tracking systems for my salespeople to use.
I quickly discovered there were many out there for other industries, but none that were targeted for the jewelry business. At the time I didn’t even know what CRM stood for, Customer Relationship Management, and everything I found was far too complicated for the average person behind the counter. My salespeople are great at their job, selling, but they are no tech squad. I decided to customize a CRM system that was internet-based to exactly fit their needs as a salesperson and mine as a sales manager. This became complicated because nothing had been created that could meet all of these needs. After days and nights of work with technical teams of stripping down CRM programs, we had finally perfected Diamond Relations; a CRM system for jewelers, created by jewelers. We implemented it in our two locations, and would have never expected what happened next.
The success immediately reflected in our numbers and the morale of our salespeople. There was no longer a big leather-bound book full of disheveled papers, post-its all over computer desks and most importantly as a manager I knew what my salespeople were working on. I could see how many deals they were working, where they were in the sale and what kind of actions they were taking to close the sale. The ability to monitor the sales stages and our opportunities was at our fingertips.
It was not until then that we realized what we had really created; a tool that could revolutionize the jewelry industry. We decided to share our success and provide our system to others. Keeping the whole idea of “management” in mind, we wanted to provide our clients with exactly what the system provides for salespeople. As part of the system, Diamond Relations would act as a second sales manager to the client by providing weekly reports and navigation in their systems. This would guarantee that they were using the system correctly and provide extra support.
And just like us, those who understood what the system could truly do for their business bought in and soon experienced the same success that we had. With over ten companies now we are a full-fledged business. For our clients, the numbers speak for their success and their dependability on the system is now a necessity.
Most sales oriented companies outside the jewelry industry use a CRM system, we now have a system designed just for the jewelry industry…Diamond Relations. In today’s retail world it is about relationships and going above and beyond for the customer, Diamond Relations allows salespeople to do this in a simplified manner and allows the sales manager to manage their employees sales opportunities. Diamond Relations is helping jewelers go from a look and see environment into a sales driven business.