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Manager's To Do

Calendar for Jewelers: October 2015

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Groucho Marx on men and women

Go ahead, you have our permission to share this future meme with your male customers.

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Facebook has made it increasingly harder to reach all your fans without generating high levels of engagement. Images score highly in this regard. And an easy way to get more images on your homepage is to post graphic quotes: On October 2, the 125th anniversary of Groucho Marx’s birthday consider something like this from the comic genius: “Man does not control his own fate … The women in his life do that for him.” For a young man choosing to devote his life to one person, it’s surprisingly profound.

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This article originally appeared in the September 2015 edition of INSTORE.


6 Mark the debut of CSI: Crime Scene Investigation 15 years ago by holding your own forensic investigation of a recent engagement-ring sale that went bad. Discuss what went wrong, what the warning signals were, and what other approaches could have been tried. Nail that sales killer.

11 Need a break? Five minutes of goofing off on YouTube provides healthy mental relief, say studies. In line with our bridal theme this month, we urge you to mark the 40th anniversary of SNL’s premiere today with its take on men discussing marital bliss (See instr.us/8153; you may decide not to share it with clients).

UPCOMING EVENTS

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Oct. 12-13 International Watch & Jewelry Guild (IWJG) Show, Brooklyn, NY

Oct. 13-16 Luxury Miami, Miami, FL

Oct. 14-16 Centurion, South Beach, FL

Oct. 15-18 Jewelers International Showcase (JIS) Show, Miami, FL

Oct. 26-28 JA Special Delivery New York, New York, NY

Oct. 24-26 Gold/Italy, Arezzo, Italy

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12 Build Your Business With Business Card Week is held to highlight the power of those mini billboards. But sales trainer Dave Richardson says be careful you’re not using them in a way that hurts your bridal sales, specifically by writing down too much information on the back of the card. “The customer then uses that to gain leverage with a competitor,” he says. Richardson recommends you limit the information to the stock number of the item you’ve shown.

13 On National Face Your Fears Day, a simple exercise for you. Think of something you can’t take action on because of fear. Not sure whether to invest in your own diamond brand, try a guerilla marketing campaign, fire that nice but unproductive associate … Now imagine the absolute worst that could happen as a result of making that decision. Then ask yourself, can you deal with that? Often the idea of the pain is worse than the pain itself. Don’t put off that decision one more day.

16 It might not surprise you to learn National Boss Day, held to give workers the chance to show their admiration for their employers, was not invented by an employee (but rather the daughter of the CEO of the State Farm Insurance Co., who wanted workers to know how hard her dad worked). Nevertheless, it’s a good chance to build bonds with staff and show you’re actually a pretty regular guy or gal. Set a big bridal season target for your team and offer to shave your hair off if they achieve it. Sometimes non-financial awards work fine.

Celebrate customers' love notes

Have your customers submit their love notes so you can put them on a billboard.

25 With exactly two months to go until Christmas and probably 40 percent of both your engagement rings sales and your total jewelry sales to be done for the year, are your troops suitably fired up for the challenge? Have you given them the freedom to “make the deal”? Have you built team spirit so turning over is fun and easy? If you need help, you could do worse than channel Kenneth Branagh in Henry V (instr.us/8154). That today also happens to be St. Crispin’s Day and the 600th anniversary of Henry’s victory at Agincourt makes for a nice coincidence. “He that outlives this day …

31 If threshold resistance is an issue at your store, especially with nervous young men, Halloween is the date for you. How hard can it be to discuss buying a diamond ring with someone dressed like Khal Drogo?


S T O R E    A N N I V E R S A R I E S

105th anniversary of Tivol jewelry store

105 Years: Tivol

Kansas City, MO

Over its 105 years in business. Kansas City-based Tivol has done it all: provided jewelry to presidents and royalty and collaborated on jewelry designs with Hollywood A-listers. It nevertheless still has a soft spot for young men looking for a humble ring. “I know that young guys usually aren’t comfortable in a jewelry store. So when I see them come in — and they’re obviously shopping for an engagement ring — I approach them on common ground, saying something like, ‘I know some of this stuff is expensive. It’s kind of unfair that we’re young and haven’t got much money,’ says Hunter Tivol McGrath, the son of CEO Cathy Tivol and the fourth generation Tivol to work in the store. “Being understanding of their situation puts them at ease and, ultimately, that selling style works best,” he says.


Opal is the birthstone for October

B I R T H S T O N E S

Opal

Opal stands almost alone among gemstones for its noncrystalline nature. The multi-colored stones have a rich history, and were collected by ancients around the world. In Europe, the stone fell from favor in the 19th century due to a literary trend in which the opal-wearing heroine invariably came to a sticky end. They have since bounced back, and some black opals now cost more per carat than diamonds. Opals are given to mark the 14th wedding anniversary.

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VIDEO HIGHLIGHT

Wilkerson Testimonials

Texas Jeweler Knew He'd Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

Most retailers only have one GOB sale in their lifetimes. This was the case for Gary Zoet, owner of Shannon Fine Jewelry in Houston, Texas. “Wilkerson has done thousands of these sales,” says Zoet. “I’ve never done one, so it’s logical to have somebody with experience do it.” The result exceeded Zoet’s expectations. Wilkerson took care of everything from marketing to paperwork. When it’s time for you to consider the same, shouldn’t you trust the experts in liquidation?

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Manager's To Do

Capitalizing on Valentine’s Engagement Sales, March Madness Ideas and More Manager’s To-Do Items for March

Your managerial planning for the month starts here.

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Mar. 3-9

BUDGETING Time to get started on making a budget for the 2019 buying season and get ready to trade in old inventory for new inventory. Also, if possible, have an inventory reduction sale to get rid of the dated inventory before going to Vegas.

SALES FLOOR Beware the ex-brides of March! Divorce filings are highest this month. Do you have a script ready explaining why the resale value of an engagement ring may not meet the customer’s expectations? If not, get busy.

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should
Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store
Jimmy Degroot

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage
Gene the Jeweler

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

MARKETING Remember all those clients who bought engagement rings in advance of Valentine’s Day? Call to see what their plans are for wedding bands.

Mar. 10-16

MERCHANDISE It’s March. Embrace the madness. The NCAA Men’s Basketball Finals starts on March 17 and runs through to April 8. It’s a great chance to clear out old inventory with a quick Sheer Madness Sale! At the very least, organize a pool for staff.

SHOWROOM Is your custom area as friendly as it could be? Does it feature a gallery highlighting past designs, portraits of satisfied customers, updated displays, appropriate lighting, a signature scent?

Mar. 17-23

MARKETING Hold a Prom Dress Party. Encourage girls to bring their dresses into the store and try on jewelry with the dress. Identify pieces to excite them at prices that will entice a sale (that means jewelry with a big look for less money).

MERCHANDISING Pull out your promotional calendar and view it from the perspective of using the events to manage and reduce specific inventory. Annual customer appreciation sales, trunk shows, open houses, and repair/jewelry remodeling events can all give your finances an even greater boost if you execute them with a view to moving certain items.

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MANAGEMENT Download a time tracker to your phone and start logging how you spend your work life — not because there’s much value in the record you create, but because the very act of recording can have a powerful psychological impact, leading you to use your time much more efficiently. (Warning: Brace yourself to be alarmed at how you fritter away time.)

Mar. 24-30

SHOWROOM In one analysis of a university building in Oregon, workers on the greenery-facing side took 19 percent fewer sick days. It apparently has to do with how we evolved to function best in nature-rich settings. If you can’t knock a side wall out to provide a view of the glorious outdoors, buy a few potted plants to place around your sales floor.

PERSONAL Take an inventory of your tech use and evaluate each item for its usefulness, working on the assumption that if something can’t justify itself, it’s out. Exit the social networks you barely use and get rid of the apps that, when you think about it, have no benefit. Yep, that means Candy Crush may have to go.

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Calendar

Day of Unplugging, Near Miss Day and More Important March Dates

Don’t miss your chance to have a parade for Mardi Gras.

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20 There’s a reason the Hare Krishnas hand out flowers before soliciting donations — the awesome hold reciprocity has over humans. The psychologist Robert Cialdini notes in his bestseller Influence that we’re so deeply primed to reciprocate generosity that customers who receive a free gift become far more likely to make a purchase “in return.” Since it’s spring, take a tip from the Hare Krishnas and hand out fresh flowers to customers.

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should
Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store
Jimmy Degroot

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage
Gene the Jeweler

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

4 Day of Unplugging. The challenge: 24 hours without phone or Internet contact. Can you do it? The benefits are said to be surprising.

5 Celebrate Mardi Gras with a bead party. Cook up some red beans and rice, stick on some music and have yourself a parade.

23 Thirty years ago, a mountain-sized asteroid passed within 500,000 miles of Earth — a very, very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your or your sales associate’s recent “near misses” and debate what may have saved the sale. A lower price? More romance? Bruce Willis?

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Calendar

Single Tasking Day, Red Carpet Season and More Big Dates for February

The essential jeweler’s calendar for the month starts here.

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4 With more than two billion users, you need to be sure you’ve fully explored the potential of Facebook. On the 15th Anniversary of Facebook’s Launch by Mark Zuckerberg and three friends, adopt the company’s motto, “Move Fast and Break Things,” and commit to shaking things up with your social media marketing. Test some sponsored posts. Get absurdly specific with your targeting. Try a contest. Try more video. Follow INSTORE’s Facebook page at facebook.com/instoremag.

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’
The Barb Wire

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths
Over the Counter

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths

Podcast: How to Find Good People and Avoid Employee Nightmares
JimmyCast

Podcast: How to Find Good People and Avoid Employee Nightmares

10 Red-carpet season rolls on with The Grammys today and The Academy Awards on Feb. 25. Slip into fashion-maven mode and get your customers excited about jewelry’s cutting-edge trends with tweets, snaps, posts and blogs.

14 Love with a touch of panic is one way to look at Valentine’s Day. And not just for the guys. If you need ideas, go to instoremag.com and test out our archive search.

22 On Single Tasking Day, let your brain do what it’s been designed so beautifully to handle — focus on one thing at a time: one conversation, one meal, one task, one baseball game.

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