Building Your Brand
Nothing is harder to come by--or easier to lose--than a good reputation. And in the face of increasing scrutiny of even the seemingly most insignificant business practices, it's critical that you recognize that consumers view their jeweler as they would their most trusted advisor. We live in a time when accurate consumer information is only a mouse click away. It's no longer possible to convince a customer that you offer the best product or the best value by overwhelming him or her with aggressive sales techniques. And though you may be fortunate enough to be involved in a business that through the years has developed a sterling reputation for honesty and integrity, that reputation can be squandered in the blink of an eye when a customer discovers that you don't know what you're talking about.
How can you avoid making such a costly mistake? Simple: by building your personal brand. Building your brand is a process that combines your personal skills, personality and knowledge to differentiate yourself from your competition.
At R.F. Moeller Jeweler, the first thing a new sales associate learns is how we view the selling process. It must work this way and in precisely this sequence: Sell yourself, sell the company, sell the product. If you can't sell yourself, there's no reason to even attempt to sell the company. If you can't sell the company, the odds of you closing the sale on that diamond ring are drastically reduced.
"Ignorance is bliss" is not an acceptable defense. We are blessed to be working in an industry that recognizes the value of education--and rewards it in equal measure. There are any number of trade organizations and resources that you can tap to gain the knowledge you need to help you build your personal brand. The American Gem Society, the Jewelers of America, the Gemological Institute of America and the Diamond Promotion Service are four such organizations that can provide you with the most up-to-date information you require.
If you don't believe that building a solid reputation in your community can have a profound effect on your success, let me share with you some insights that I've gleaned from over 35 years in the retail jewelry trade.
Actions don't just speak louder than words, they drown them out. If you want to build a good reputation in your community, what you say is of little import; you need to act. You need to be who you say you are and realize that everything you do affects your personal brand: the way you walk, the way you talk, the way you dress, the way you follow through, the way you sell, the way you negotiate and the way you meet your obligations. Even things that may not have crossed your mind affect the way consumers view you. Your choice of friends, your choice of cars and even your choice of where you live can influence your brand. This isn't meant to scare you; it's meant to help you realize that you need to be ever-diligent in the pursuit of success.
But in today's business environment, it isn't enough just to build your brand; you need to accept the responsibility for managing your brand. Networks like LinkedIn, Plaxo and Facebook offer you the opportunity to communicate with other professionals who share your interests, and the opportunity to promote yourself to consumers in an efficient and effective manner. But I'd be remiss if I didn't point out the the downside of this massive database of personal and corporate information. There are websites like Angie's List and any number of blogs where all your personal and professional shortcomings can be posted for all to see. Managing your brand and your reputation is a 24/7 job.
Let me close with one of my favorite quotes from a very wise man. Warren Buffett said better in 14 words what I've attempted to do in 500. "It takes 20 years to build a reputation," he said, "and five minutes to ruin it."
Think about that--REALLY think about it--and you can't help but consciously do things differently.
