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Manager's To Do

A Trick to Selling More Platinum, And Other Manager’s To-Do Items for September

And here are some great tips for infographics in your store.

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Sep. 1-7

INVENTORY The economy may be slowing a tad, but the wealthy keep getting richer. That is allowing more people to trade up from the standard 1-carat diamond engagement ring. But to sell 2-, 3-, or 4-carat pieces, you need to have a few on hand, says David Brown of the Edge Retail Academy. Start experimenting with more expensive bridal sets.

MARKETING Conduct an advertising review. If it’s bridal sales you desire, put that shotgun away. Pick one or two advertising media, based on their reach and return on investment, and concentrate on them. That requires courage and perseverance, but it’s the surest way to break through the chatter and win that key top-of-mind presence in your local market that will deliver engagement ring sales.

Sep. 8-14

STAFF Few things are more important to staff than having the sense that their work matters. As bridal season approaches, make it a constant refrain in your strategy meetings: you’re helping people with one of the most important decisions of their life.

SHOWROOM “It’s remarkable,” says merchandising expert Sally Furrer, “how often diamond areas are underlit in stores.” Crank up the lights.

Sep. 15-21

TRAINING The rise of the bead phenomenon in the last decade caused many jewelers to cut back on diamond sales training. If that happened in your store, look to bring in a trainer who specializes in bridal goods. It’s a whole different skill set.

MARKETING Twitter’s search function, along with free applications like TweetDeck, can be great tools for market research and lead generation. Start monitoring your competitors’ brand names and hashtags to see what people are saying about them and you. Set keywords related to bridal sales in your market and don’t be afraid to follow up (unsolicited messages from strangers is a fact of life in the Twitter-sphere).

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Sep. 22-28

SOCIAL Want to take your social media efforts to the next level while educating your clientele about bridal in a way they’ll remember? Think infographics. Whether charting the evolution of diamond cuts or providing tips on ring cleaning, infographics are a great shareable way to communicate your message. Try these free infographic websites: Piktochart.com, Venngage.com, Easel.ly.

SALES Want to sell more platinum? Highlight its staying power. Keep an old white-gold ring and an old platinum one behind the counter to show customers what happens to the two metals after a few years. One of platinum’s strengths is the durability of its white color, which won’t fade or change (like an enduring love, hint, hint) and will continue to complement a diamond, as opposed to white gold, which fades to yellow.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Make the Most of Blue Monday and More Important Dates for January

It’s 2020, so make sure your vision is clear.

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20 Combine post-holiday depression with seeing our New Year’s resolutions fall by the wayside, and we arrive at a date in the third week of January that has come to be known as BLUE MONDAY, when — according to various media accounts — we are at our most miserable. Fight this annual nadir with a Blues Bash on social media or in-store, featuring your sapphires and other blue jewelry. It could also be a good way to introduce Pantone’s color of 2020 — “Classic Blue”.

1 As we open the year 20/20, take time to give serious thought to your vision. What one bold thing does your business stand for? How clear is it to everyone?

15 On GET TO KNOW YOUR CUSTOMER DAY, give your sales associates an allowance to take a customer out to lunch. Their goal should be to learn about them, not to sell them.

28 Celebrate FUN AT WORK DAY by rolling out a ceremony to celebrate big sales or a fun new spiff. And don’t forget to tell customers how much fun you had serving them.

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Manager's To Do

Holiday Social Media Tips, How to Keep Spirits Bright, and More Manager’s To-Do Items for December

Be sure your staff are prepared both mentally and physically.

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Dec. 1-7

REPAIRS Make sure all staff are aware of your cut-off dates for accepting repairs and special orders for Christmas. Stick to it even if it means turning down a sale — better that than not to be able to fulfill it. (And if it just absolutely, positively has to be fixed, note your “emergency service” charge and split the cash with your jewelers.)

MARKETING Start posting photos of your two best-selling jewelry pieces on Facebook each day. Post the first when you open, and the other around 3 p.m. Launch three new Pinterest pages: Last-minute gift ideas for her; Last-minute gift ideas for him; Gift ideas under $100. Ask each of your employees to post at least one photo a day to your store’s Instagram account (and don’t forget the hashtags!). Watch for feedback and keep the conversation going.

DIAMONDS Get on the phone to diamond reps and get in more memo diamonds so you have time to work with those early shoppers before the chaos sets in. Every sale you make now in the first half of December is found money.

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Dec 8-14

TRAINING Changes in small behaviors can have huge results. Each day, ask employees to keep in mind one specific behavior. It could be mimicking, maintaining eye contact, smiling, getting customers to try on items, getting permission to follow up, and asking “So … who else is on your list?”

MARKETING Keep phoning customers for wish lists, one-year jewelry tune-ups, etc. If someone’s been on their feet for hours and needs a break, send them to the back to start making those calls.

Dec 15-21

HEALTh “Research studies say that low blood sugar levels are associated with lower overall blood flow to the brain, which means bad decisions,” says Dr. Mark Hyman, author of The Blood Sugar Solution. To keep your blood sugar stable, Hyman suggests eating a nutritious breakfast with some protein like eggs, protein shake or nut butters. Then have smaller meals throughout the day.

Dec 22-28

SALES FLOOR Take some of the stress out of last-minute shopping by offering food, drink and good music. Even if you’re not having an official Christmas Eve party, make sure that there’s nourishment (of the literal and spiritual kind) to keep the stress low and the spirits high.

MANAGEMENT Before you close up on Christmas Eve, thank every team member personally for his/her effort.

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Dec 29-Jan 4

CRM 2019 is almost a wrap. Send out thank-you cards to every customer, even those who just bought a battery. For your best customers, make follow-up calls (or send texts for younger customers). “So, how did it go?” If not well, tell them to come in and take advantage of your exchange policy.

RETURNS Say it three times: Returns are good, returns are … Yep, return week is upon us. Handle it well and those customers will return, too.

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Cyber Monday, Tick Tock Day and More Important December Dates for Jewelers

Be ready with the right questions on Christmas Eve.

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24 Jewelry: a gift that communicates thoughtful reflection, even when it’s bought at 6:55 p.m. on CHRISTMAS EVE. A certain kind of man knows this. He’s the Last-Minute Man, and there are a lot of them (21 percent of men don’t even start their shopping until the Saturday before Christmas). Coupled with their tardiness, they tend to be clueless. Coach your employees to ask about the colors that spouses or partners wear, whether they prefer gold or silver, and if they favor big or small earrings.

2 CYBER MONDAY is the No. 2 shopping day, reaching $7.9 billion in sales last year. Be sure to highlight a few specials on your website. Shoppers will be looking for them.

4 ROCKEFELLER CENTER HITS THE SWITCH on its landmark Christmas tree today. You should too. Customers want to see lights, decorations and reindeer carved from ice.

29 Today is TICK TOCK DAY as 2019 winds down. Quickly knock off one or two of those important but not urgent things that have been loitering on your to-do list.

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