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David Geller

Do You Need Another Salesperson, or Do You Need a Personal Sales Butler?

Decide what you need before you hire your next salesperson.




Do You Need Another Salesperson, or Do You Need a Personal Sales Butler?

Many storeowners believe they need more salespeople and then get disgusted when those staff members don’t sell a lot. I consulted with one store where the owner was responsible for 90 percent of the sales. He had one full-timer and one part-timer as sales staff, and their sales didn’t surpass what they were being paid. He wanted a new compensation plan.

I told him that before he worried about compensation, he had to get their closing ratio increased (they were not well-trained). But more importantly, he needed to realize that what he really had was two people that were his “right arm,” and there’s nothing wrong with that if the owner is comfortable making the majority of the sales. (Of course, this means sales go down when you’re on vacation.)

I learned sales training and compensation plans from Harry Friedman of The Friedman Group. He once told me a story about when he consulted with Radio Shack. The floor staff was on a good commission system. At Christmas, the stores hired more part-time, untrained sales staff. So here are permanent employees waiting to make a “killing” on commission at Christmas but having to help neophytes with silly questions. Harry suggested that they instead hire two people: a runner and a cashier. If the salesperson sold a radio, he called the runner over and said, “Melvin, this is Mrs. Thompson. Go in the back and get her this radio. Mrs. Thompson, Melvin will take you over to Martha, who will take your money. Have a great holiday.”

Christmas sales doubled. The best salespeople on staff SOLD!

In your store, you might just need a great “right hand” who knows how to assist you and pitch in on sales when needed, in addition to other admin duties. They should be well paid, because training a new one takes time and more money. This is not a “sit behind the desk” person; it’s your personal sales butler.


Think of them like a surgical assistant nurse, the one who can see the next scalpel the surgeon needs and, without asking, places the scalpel in the surgeon’s hand. 

Pay them well. Give them a percentage of store sales. Introduce them to customers. You’re a jewelry surgeon making money on each sale. Get a good jewelry assistant nurse. 

David Geller is a 14th-generation bench jeweler who produces The Geller Blue Book To Jewelry Repair Pricing. David is the “go-to guy” for setting up QuickBooks for a jewelry store. Reach him at [email protected].



Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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