Many people don’t Realize this, but the Time of Day that you Decide to Buy a Diamond, really can affect your Whole Diamond Buying Experience.
Time of Day Matters!
Choosing the Right Time of Day can get you a Better Deal and a Better Looking Diamond.
To buy a Diamond you have to Deal with Salespeople. So WHEN you come into the Jewelry Store can Determine how Salespeople Wait on you, how Long they Wait on you, and if you’re getting the Best Overall Service or Price.
To get the Best from your Salesperson, let’s look at how the time of Day Affects things…
I’ll use 9 a.m. to 9 p.m. as the Hours of Operation as an Example, but you can adjust these Hours depending on the Store you Shop at.
First hour of Operation
The First Hour any Store is Open, is NOT the Best Time for anyone to Shop for a Diamond. There are a ton of Reasons why. Most Stores are not Finished Setting things up when they open. They’re still decorating the Windows and Displays. Some are Vacuuming or Cleaning Glass.
Others are Drinking Coffee, Chatting and just trying to Wake up. Some Salespeople are turning Computers on, setting up the Office and putting in new Rolls of Tape. There are so many little things that Jewelry Stores have to do to be Open for Business. Now I know these things should be done before they open, but let’s Face it, most are NOT!
Small Things can Create Huge Distractions
Phones are Ringing. People are Straightening Shelves, Eating Donuts, talking about Last Night… It’s common for Salespeople to take a little time to get into the Groove of things. Every Business is like this. Jewelry Stores are no Different.
Plus, even if they Wanted to Show you Diamonds this early, chances are, the Jewelry Cleaners and Steam Cleaners are probably not Warmed up yet. Sometimes it takes Hours for these things to Heat up and get ready. Ultrasonic Cleaners and Steam Cleaners are needed to Steam off Diamonds so you can Scope them and see the Inclusions under 10x Magnification. It’s a necessary step. If the Diamonds don’t get Perfectly Clean, you aren’t seeing what’s inside of them. Diamonds MUST be Clean!
So you see, Morning is a Crazy Time to Diamond Shop. It’s Chaotic and Detrimental to the Diamond Buying Experience.
The Next Time of day that’s Bad is…
Lunch Time is Bad. From 12-1 is not a Good Time to Buy Diamonds. Lunch Shifts are always Hectic and Short Handed. Employees usually have to Double up on their Duties: Selling Diamonds and Answering Phones. Phones, Payments, and Repairs Do Not Make Great Combos! “Pardon me, while I take this Payment.” Not Cool. Who wants to wait for them to Write up a Dumb Chain Repair? Not me!
The Couple of Hours After Lunch is not that Ideal Either. From 2-3 is the WORST Time to Buy a Diamond. Sure, everybody is back from Lunch, but that’s also the time that everyone is Drained, Tired, and Full. This Lull in the day is when people get Sluggish and Sleepy. I don’t know if it’s because they just Ate, or if it’s just the Natural Cycle of the Day, but it’s Not Good. Salespeople are not up to Par. They’re Lethargic! It’s Best to Wait until their Second Wind Kicks in.
Last Hour of the Day
Some people believe that you can run in at the Last Minute and Jewelry Stores will just THROW Deals at you…
This is the Time of Day that Salespeople are thinking about going home. They’re putting things away, Cleaning up, counting Diamonds, End of Day Duties. And even though every Salesperson wants a Good Sale, or what I like to say “a Good POP” before the Day is over, truth is, the Clock is Ticking… You only have 20 Minutes before Close. What you’ll end up with is a Short, Rushed Sales Presentation. You won’t get the Best Learning Experience or the Best Price. They just want you out…
It all Boils down to Common Sense and Timing
To get the most out of the Diamond Buying Experience, you’ll need to Buy when the Salespeople are Alert, Awake and in their Zone.
In my Opinion, this Time, the Best Time, is between the Hours of 10-11 in the Morning, or 4-7 in the Late Afternoon.
These are the times when you can come into a Jewelry Store and have a Really Good, Long Conversation about Diamonds with the Salespeople. You’ll get an in Depth Look at Diamond Certificates, Laser Inscriptions, Cut, Color, Clarity and Carat Weight. You’ll be able to take your time. Microscope the Diamonds. Focus on the Quality and not the Ticking Clock.
This Perfect Time of Day allows you to really Inspect the Diamonds and Compare them. You won’t Feel Rushed or Distracted. You’ll get the Full Diamond Buying Course. Things should Feel Comfortable, Quiet and Relaxed. (You Won’t Have to Talk over a Noisy Vacuum!)
This Atmosphere is Ideal for Learning and Studying Diamonds. But the Real Question is…
How will this get you a Better Deal?
Salespeople will get to know you. They will Learn that you’re Serious about Buying a Diamond. They will see that you’re interested in the 4 C’s and Comparing Quality and Price. You’re not Wasting their Time. You’re not Rushing them. You Want to Learn! Salespeople will Enjoy working with you, and ultimately, Get you a Better Deal.
Trust me, Customers that are Informed Customers, ones that know about Diamonds and know what to look for, really do Get the Better Prices.
Knowledge Pays Off!
This is why I say, Shop Smart.
Learn about Diamonds, Quality, Certification, and above all else, Learn WHEN to Walk in the Door.
It Does Make a Difference
Mid-Morning is Best for me. I’ve had 3 Cups of Coffee, I’m Awake and Ready for the Day. And of course, I’m ready for the First Diamond Sale!
So Choose your Time Wisely.
Your Pocketbook will Thank You!