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David Brown

8 Metrics That Will Determine Your December Success

If you haven’t accounted for these areas, your holiday sales will suffer.




AS THE OLD saying goes, you can only manage that which you measure. Given we are fast approaching the busiest time of the trading year, it’s a good time to review those key metrics that will contribute to a successful trading result. You don’t achieve a strong profit by pursuing the end result in itself; that’s a little like winning a championship just by rocking up at the trophy ceremony. You need to achieve goals along the way that will add up to the end result you want: a successful December.

These are a few key metrics that will help give you that result you desire.

1. Sales per staff member — Achieving your December targets will come down to identifying the key people who can hit the home runs. Who are your best salespeople? How can you provide them with more opportunities to shine?

2. Discount per staff member — Who’s giving away the most profit? Every dollar of discount comes off the bottom line, and at the end of the day, it’s not the sales you make but the money you keep that matters the most.

3. Average sale to average stock holding — You can generally only sell what you have. If you are targeting an average sale in diamonds of $2,500 but your average inventory holding value is only $1,900, then your options for achieving this will be limited.

4. Stock turn — Have you got sufficient inventory to achieve the sales goals you want to achieve? Where are you overstocked? Where are you understocked?


5. Markup — Are you making enough money from each sale to cover your costs and provide you with a profit? Which leads to…

6. Return on investment — Your ROI reflects the capital you have invested. Are you earning enough of a return for the risk and effort involved?? Given low interest rates, the alternatives are not particularly attractive, but your payback needs to be commensurate with the money you have tied up and your risk of not having that capital returned to you.

7. Replacement cost — With recent increases in the price of gold and silver, many of your items will be more expensive if you order them back in. Does your retail price reflect the need to do this, or are you giving this saving away to your customers?? Retail prices should reflect replacement cost as much as ordered in cost.

8. Return on marketing spend — What’s your advertising outlay? How many dollars of sales or profit do you expect for each dollar spent?

A successful coach knows a winning game consists of achieving the key metrics along the way. Running your business is exactly the same.


David Brown is the President of The Edge Retail Academy (sister company of The Edge), who provide expert consulting services to help with all facets of your business including inventory management, staffing, sales techniques, financial growth and retirement planning...All custom-tailored to your store’s needs. By utilizing the power of The Edge, we analyze major Key Performance Indicators that point to your store’s current challenges and future opportunities. Edge Pulse is the ideal add-on to the Edge, to better understand critical sales and inventory data to improve business profitability. It benchmarks your store against 1100+ other Edge Users and ensures you stay on top of market trends. 877-569-8657, Ext. 001 or [email protected] or



Put Your Trust in Wilkerson

To do business successfully with anyone, you need a certain “comfort level.” That’s something that Phillips Pitts, owner of two Parris Jewelers stores in Hattiesburg, Miss., said he felt immediately when he first talked to Wilkerson’s Rick Hayes. He was just about to launch an anniversary sale. And he chose Wilkerson to handle all the details — from the marketing to the sales floor. “Rick cared what was going to happen to Parris Jewelers,” says Pitts. “Not just during the sale but after the sale.” Would he recommend Wilkerson to other jewelers contemplating a large-scale sale? Absolutely, says Pitts, who says the results “exceeded their expectations.” His trust in Wilkerson has only grown after the numbers came in. “They were interested in me fulfilling and what I need to fulfill to make my company better.”

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