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Manager's To Do

Add These Dates to Your To-Do List to Ensure a Productive May

Mother’s Day, the Vegas shows, summer and more guarantee it will be a busy month.

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May 5-11

SALES Everything should be in place for Mother’s Day (May 12). Remind salespeople that it’s a fantastic opportunity for add-on sales in the form of matching jewelry. What have you bundled for dad and daughter to buy together for Mom?

PLANNING If you’ve typically taken your annual vacation in July, why not shake things up a bit and opt for vacation in August this year? Who knows what your community’s jewelry needs are like in July if you’ve never really been present.

STRATEGY Vegas bound? (JCK begins May 31.) Hunker down with your POS system. Be clear on what you are trying to achieve at the show. What are your goals? To attract female self-purchasers, expand your bridal clientele with new bridal product, increase margin with in-house branded collections? (And keep an eye out for our June trends guide toward the end of the month at instoremag.com — it could be a huge help.)

May 12-18

MANAGEMENT Start meeting with staff at least monthly to share three “good things” to build on and three “development areas.”

MARKETING Your best customers are your current customers. Identify your 200 top customers. Draft a plan to market to them in the second half of 2019.

SECURITY Hotels in Vegas make it clear they are not responsible for loss or theft of items brought into their property. If you travel with goods, look into getting insurance.

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May 19-25

OPERATIONS Hurricane season is ahead in many parts of the country. Run through a checklist to ensure that your bad weather protocol is up to speed.

BUYING This year, be organized and professional in front of your vendors in Vegas — prepare all your reports and forms. Re-confirm your appointments, and get cell phone numbers so you can contact them if you need to.

May 26-June 1

BUYING In Vegas, make a point to visit the Design Atelier at Couture and The Design Center at the JCK Show. The talented designers in these sections create jewelry unlike anything you may have seen, which will engage your most consistent clients while also opening up new markets.

SHOP Slow season project: Take photos of all waxes not already in your CAD library and add them.

MERCHANDISING With summer on the way, Larry Johnson says redo the props in your showcases to give a fresh look. Throw away those seashells in the pearl case and replace them with props that show your customer all the places in town where she can wear those beautiful pearls.

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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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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A Good Idea for Thanksgiving, and More Important Dates for November

Includes a fitting tribute to the quiz show Twenty Questions.

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2 The quiz show TWENTY QUESTIONS MADE ITS DEBUT on national television on this day 70 years ago. Mark the occasion by brainstorming 20 questions to get your customers talking. Sami Fine Jewelry in Fountain Hills, AZ, came up with a list that ranged from icebreakers like “What kind of pets do you own?” to those with a specific sale in mind: “How would you like to be a hero for under $100?”

19 Mark management expert PETER DRUCKER’S BIRTHDAY by saying no to something that you feel is vaguely important, but if you were to be brutally realistic, you don’t have time for.

28 Get in the spirit of THANKSGIVING by sending a goodie bag to your best 50 customers (be sure to include a coupon). It’s likely they provide an outsized contribution to your success.

29 It’s showtime! BLACK FRIDAY marks the traditional start of the shopping season. Spur your holiday sales with a special coupon mailed to your customer list.

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