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Jewelry stores that instill good habits are successful jewelry stores, says marketing specialist Jimmy DeGroot. 

But all too often, jewelers accept the status quo, he explains in the video below. And the upshot of that is that they don’t train their people.

DeGroot encourages jewelry-store owners to commit time each week for this important activity.

“Do you know what a purposeful plan of training could do to your team?” he says. “What if you could get them to close just one more sale out of 10?  Or add on one more item out of five sales? Or get all of your below-average salespeople to raise up to average? Or have them just get along?”

The sessions could cover topics such as sales strategies, turnover signals, team selling, marketing and product knowledge.

“Set an agenda and put your people in charge of it,” he says. “You don’t have to do all the work.”

The key is to get started — and never stop.

Learn more:


Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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