Professional courses

 | Professional training

The art of selling

O B J E C T I VES 

  • Understand the characteristics of the Jewellery and Watchmaking industry: actors’ strategies, development challenges, applicable regulations, manufacturing principles 
  • Understand jewellery manufacturing and watchmaking principles to master product argument and generate sales 
  • Learn how to display exceptional pieces through merchandising and story-telling strategies 
  • Understand the role of ambassador to control one’s image and ensure it agrees with the image of the Maison  
  • Master verbal and non-verbal communication skills and intercultural issues to meet customer expectations 

P U B L I  

  • Anyone working in sales and wishing to pursue their career in the jewellery and watchmaking industry.  
  • Anyone already working in the jewellery and watchmaking industry and wishing to join a sales team.  

ENTRY REQUIREMENT 

  • None

TEACHING RESOURCES  

  •  Training provided by experts in retail, merchandising, people safety in the field of Fine Jewellery and Watchmaking 
  • Room equipped with computers and a video projector 

NEXT SESSION AND PRICE

Consult us

CONTACTS

contact@bjop.fr / 01 40 26 98 00

  • Duration 140 hours
  • Place 58, rue du Louvre, 75002 Paris

TRAINING CONTENTS

DAY 1 : Characteristics of the Fine Jewellery and Luxury Watch market. Groups & Maisons: Overview, Strategies & Mapping

  • Today’s Luxury: Characteristics and Figures of the sector  
  • Different types of Luxury 
  • Characteristics of the Jewellery and Watchmaking industry 
  • Market Players: Overview and Mapping.  
  • Fine Jewellery and Luxury Watches Brands development strategy  
  • Fine Jewellery market segmentation  
  • Maisons & Collections  
  • Distribution: Issues, channels options 
  • New Trends: Digital revolution in the Luxury sector 

DAY 2 : Understand Fine Jewellery and Watchmaking Rules and Ethics

  • Understand the 3 main stages of a Consultant’s Journey: Before – During – After. 

  • Before: The Consultant Presentation and Preparation 

  • During: The Fine Jewellery and Luxury Watches sale ceremony: from welcoming the customer to closing the sale  

  • After : Develop a long-term relationship with the Customer: CRM, Clienteling and Loyalty techniques 

Assessment of commercial skills in Fine Jewellery and Luxury Watches: KPIs and Qualitative studies 

DAY 3,4 : Understand Fine Jewellery manufacturing and Watchmaking Principles to master product argument and generate sales

THE ART OF FINE JEWELLERY MAKING 

  • Understand the techniques of Fine Jewellery making and polishing 
  • Learn about the different crafts involved
  • Use the correct vocabulary in front of a knowledgeable customer: understand the glossary
  • Understand the value of a piece of Fine Jewellery 

Included: Do It Yourself workshop (half day) 

WHAT IS A LUXURY WATCH ?

  • Understand the techniques of Luxury Watchmaking
  • Learn about the complexities and the fine crafts found in Watchmaking  
  • Use the correct vocabulary in front of a knowledgeable customer: understand the glossary
  • Understand the  value of a Luxury Watch

Included: Store visit (half day)  

DAY 5,6,7 : Precious materials in Fine Jewellery and Timepieces

  • Gemstones families
  • Gemstones Symbolism
  • Precious Metals used in Watchmaking  
  • Synthetic Materials

Included: E-LEARNING DIAMOND 

 

DAY 8,9 : The Soft Skills of a Fine Jewellery and Luxury Watches Sales Consultant

Understand the 3 main stages of a Consultant’s Journey: Before – During – After. 

  • Before: The Consultant Presentation and Preparation 
  • During: The Fine Jewellery and Luxury Watches sale ceremony: from welcoming the customer to closing the sale  
  • After : Develop a long-term relationship with the Customer: CRM, Clienteling and Loyalty techniques 

 Assessment of commercial skills in Fine Jewellery and Luxury Watches: KPIs and Qualitative studies 

DAY 10,11 : Proficiency in Maison-Creation–Client Relationship

  • Why the Maison-Creation-Client encounter?
  • What is an Ambassador?
  • Learn how to develop a business argument based on: the personality of the Brand, the characteristics of the product, the positioning of the competition
  • Learn storytelling techniques and methods: definition, overview of different Maisons and their narrative 
  • Adjust your sales speech and respond to objections
  • International Clientele: be aware of tastes and customs in different cultures. Example: Bridal
  • Customer loyalty techniques: Special orders, After Sales Service, CRM, Clienteling

DAY 12,13,14 : What is a Merchandising strategy and how do you implement it?

  • Learn how to organize a Point-of-Purchase
  • Create layouts/displays
  • Prepare and organize new window displays : calendar, plan, decors
  • Implement commercial operations
  • E-commerce techniques and challenges

DAY 15 : Understand and implement security procedures, learn how to handle an assault

  • Master security procedures
  • Prevent and manage verbal and physical violence from the public
  • Learn how to behave when subject to assault
  • Learn how to behave in an armed robbery situation

Attack Simulation 

Trainings that might interest you