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Manager's To Do

Cash Flow Ideas, Staff Brainstorm Topics and More Manager’s To-Do Items for July

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July 2-8

MERCHANDISING Move your birthstone display to a more prominent spot to remind your clients of this fun tradition. This should become a periodic exercise and July is a great time to start, as ruby, in addition to being a really cool birthstone, is a favorite alternative for the center stone in engagement rings.

OUTREACH Things a bit slow at your store? Olympian Diamonds’ Aleah Arundale recommends going to retirement homes and giving talks on gold buying. “It’s tough when business is slow. The most important thing is to keep trying different things.”

SALES Have a brainstorming session with your staff about what data need to be tracked in order to measure productivity and to find areas that can be improved. There are the obvious ones such as sales to goal, average sale and closing ratio — but look at casting a wide analytical net to capture those hidden indicators of performance, such as add-on as a percentage of sales, phone calls made, Instagram chat interactions and anything else they can come up with.

July 9-15

MANAGEMENT Here’s something time-management experts are always recommending: weekly reviews of your week — a habit, yes, but one that involves stepping out of the daily habitual stream to gain perspective. And now is the perfect time to implement it.

BENCH Consider purchasing a gold and diamond tester. Some jewelers put it off because they think it might be complicated or take time learning to use it. But they’re really simple to operate.

MARKETING Schedule repair clinics in the slow summer months for those customers who love jewelry for the handiwork involved.

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July 16-22

PLANNING June is the month for weddings, right? After all, that’s the origin of the popular term, “June Bride.” Well, Hallmark doesn’t agree. According to its figures, August has become the most popular wedding month over the past four years. June comes second. What’s that mean? Tweak your wedding marketing plan and try again.

ONLINE To stay relevant, you should refresh your website every two years and fine-tune it every six months. That six months is up. Customers will visit your store only if they like your website and think it looks modern. Does your site have simple lines, motion, huge photos and at least a hint of prices? If not, get busy.

July 23-29

REPAIRS Go through finished repairs for jobs that haven’t been picked up. Then the day before payday, call the owners and suggest they come and pick up the piece (while they’ve still got the cash).

EVENTS In a lifestyle center, strip mall or downtown location? Take the lead in organizing a community block party. Loads of fun and a great crowd generator.

PLANNING The idea of living on in perpetuity in digital form has some appeal, but it could be a headache for your surviving family because they may not be able to access many of your online accounts. The answer? Appoint a digital executor — a tech-savvy person who will be able to close or manage accounts in line with your wishes.

Over the years, INSTORE has won 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Manager's To Do

Valentine’s Day Planning, Financial Tricks and More Manager’s To-Do Actions for February

Inscribe these tips on your calendar to make this month more productive.

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Feb. 4-9

MARKETING If you’ve been dispensing the same proposal advice for the last 20 years, it’s time for an update. Check out the AGS’s Perfect Proposal Toolkit (https://americangemsocietyblog.org/category/proposal/) , which provides tips for romantic, funny, adventurous, “2.0” and simple proposals, as well as ideas to ensure you get in on some of the selfie action.

PERSONAL If you want your business to stay healthy, you’ve got to keep yourself healthy, first. Says Ellen Hertz of Max’s (St. Louis Park, MN): “I block out certain days and times on my calendar to support my workout schedule. If I put it on my calendar, I’m more likely to make it happen.”

MERCHANDISING Draft your kids, your staff’s kids, anyone’s kids to create some Valentine’s Day cards on simple card stock. Put them in the showcases with a small sign identifying each young artist. “While you are at it, have them make a few tent cards with product info on your best V-day gift ideas,” says display expert Larry Johnson.

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E-MARKETING Send out two slightly different e-mail blasts to your database, distinguished by gender. The message for men: we will solve your V-Day headache. Check out our “can’t miss” gift ideas. For women: share the love with friends.

Feb. 11-16

TRAINING Reinforce the need for sales presentations to highlight the emotional aspects of jewelry buying. Valentine’s Day is a straight emotional play.

E-MARKETING Resend e-mails to all those customers who opened last week’s V-Day blast. They’re interested.

STAFF Share the love on Thursday morning. Buy chocolates for your employees this Valentine’s Day. Inscribe the card, “Love your work!”

Feb. 18-23

DISPLAY Write a “designer profile” for each designer you carry. Put on “cue cards” left near the appropriate line of merchandise.

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MANAGEMENT Ask staff to write out their answer to this question: “Why do you get up in the morning and why should our customers care?” You may just find a new mission statement in those answers.

Feb. 25-Mar. 2

FINANCES There’s no one correct way to arrange the information on a profit-and-loss statement. If you have trouble easily understanding yours, ask your accountant to arrange the information so you can tell instantly what went right (or wrong) in the previous month.

FINANCES Check with your bank to see if they offer payroll assistance. Many banks now provide a service that allows you to log onto their website and enter your workers’ hours. The bank then makes a direct deposit into employees’ checking account as well as paying your federal and state withholding taxes.

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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.

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story
Gene the Jeweler

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story

Video: Take Advantage of These Tools to Improve Your Digital Marketing
Jim Ackerman

Video: Take Advantage of These Tools to Improve Your Digital Marketing

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ
Gene the Jeweler

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ

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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Manager's To Do

Start Your Year Right with These Manager’s To-Do Tips for January

Establish new things for your business this new year!

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Dec. 31-Jan. 6

SALEs Embrace the new way of selling, says David Cornell of Cornell’s Jewelers (Rochester, NY). “We have to abandon the old-school models of the four Cs and the buzzwords that our industry has used for a long time and learn to ask open-ended questions. It’s important to get an understanding of what the customer wants by just sitting down and talking with them, building rapport.”

OPERATIONS Start a new routine: A weekly email to all employees to keep everyone in the loop on what is happening in the store, within the industry, and being motivated.

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story
Gene the Jeweler

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story

Video: Take Advantage of These Tools to Improve Your Digital Marketing
Jim Ackerman

Video: Take Advantage of These Tools to Improve Your Digital Marketing

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ
Gene the Jeweler

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ

Jan. 7-13

STRATEGY Take a moment to go into your calendar and block off several hour-long chunks of time each week through Mar. 31. Use this time to work on strategy, reading, mentoring members of your staff, or following up on long-term opportunities that often get pushed off in the hustle of a typical day.

SHOP Raise your repair prices to reflect changing metals prices, inflation, and the money you’ve probably been leaving on the table. No one will complain. Trust us.

Jan. 14-20

SALES Give thought to a spiff plan for the year. If you’re a small company, consider useful or important gifts to motivate employee behaviors. Sales trainer Harry Friedman said he once bought a set of tires for an employee who needed them.

STAFF Calculate the dollar value of every customer (it should be the average purchase in your store per year x 20 years). The result should be a heckuva lot of money — and make it clear how important clienteling is, says sales trainer Shane Decker. Post it for all your employees to see.

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MARKETING Set reminders in your marketing calendar. Plan to send a bouquet of flowers on the birthday or anniversary of every woman who has spent over $2,000 with you in the last two years.

Jan. 21-27

FINANCES Set a date to meet with your accountant to go over your balance sheet and your financial goals for the upcoming year. While you’ve got your books out, create a monthly cash-flow projection for the coming year.

TRAINING Valentine’s Day is on the way. Schedule a series of training sessions for your staff on selling bridal and diamonds.

Jan. 28-Feb. 2

CRM Are you a small company that has thousands of contacts in your database but virtually no contact with these people for months or years? This year, plan one communication, at a minimum, every six months — one note, one postcard, one phone call — and contacts will feel they have a relationship with you.

MARKETING In the social media age, you need a selfie booth, a mural wall or backdrop to support “Instagrammable” ring selfies.

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