Develop a long-term customer relationship

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Emily Washcovick, host and small business expert at , shares a preview of this week's podcast episode.

Robbins Brothers

Expensive purchases, like an engagement ring, can sometimes feel like a one-time transaction. But Robbins Brothers, a jeweler specializing in engagement and wedding rings, sees it differently. They work with you and your future spouse to make sure you get exactly the rings you both want.

Charlotte Schmidt, general manager of the San Diego location, wants to be the easy part of your love journey, as she calls it. "We call it a love journey because they've found their partner. That's the hardest part, isn't it? We try to make the other part easy and less stressful because we're industry experts and we just go with them.”

They might not be walking down the aisle with you or DJing your wedding, but Robbins Brothers wants their role to go well. It should be a stress-free environment with approachable staff, so they maintain a more laid-back atmosphere that you don't often see in high-end jewelry stores.

"It's really about the interaction with the customer. It's about enjoying this incredible moment, alone or together, because it's a lifetime commitment. And it's also a lifetime commitment towards us. We want them to love us as much as they love their ring, as much as they love the experience."

Yelp reviewer Kevin H. appreciated the honesty and education he gained when it came time to buy the engagement ring for his fiancée, now his wife. She had a pretty clear idea of ​​what she wanted.

"He first understood what my wife's priorities were in terms of ring choice. The big thing she wanted was the size of the diamond. She wanted a big diamond. I think what Gare said really helped me was, 'Well, if you want a big diamond, we can get you a lower quality one. That'll save you money, and you'll still get a big diamond.'"

Gare, Kevin's sales rep, took them outside and showed the couple the truth about the diamond: the lower quality, but larger diamond shone just as brightly as a more expensive diamond.

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Providing this level of education is a priority for Robbins Brothers. “We're trying to educate you. If you can't see the difference between a $15,000 diamond and, say, a $10,000 diamond, then why would we sell you the 15? happy, and you have confidence in us."

It may seem counter-intuitive to sell something cheaper, but the staff at Robbins Brothers are more concerned with customer satisfaction because the best loyal customers are happy. Kevin bought his wedding ring from Robbins Brothers as well as his wife's and his experience led him to leave a positive review on Yelp.

Charlotte knows they can't all be 5 star reviews, but she uses both positive and negative reviews to her advantage. "You can't make everyone happy, and we're really, really trying. We're celebrating five stars, four stars.

"When it comes to a negative review - and they happen, you know what I mean - it hits home. It hits the heart because I'm the face of the company. I'm the owner. They, the Robbins Brothers, trust to best manage a building. So I reach out to every client. It's being vulnerable and saying, "Where did we go wrong?"

Robbins Brothers uses a customer education approach to attract and retain long-term customers, and your small business can benefit from these tips too:

With big purchases, an accessible shopping experience is key It's not about the one-time sale, it's about the long-term customer relationship Customers appreciate a clear and honest education about what they are buying Appraisals can improve morale and encourage staff to learn from each other

Listen to the episode below to hear directly from Charlotte and Kevin, and subscribe to Behind the Review for more from new business owners and reviews every Thursday.

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