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Editor’s Note: Don’t Make Working For You a Tollbooth Job

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You want people to work in your store because they love jewelry, says David Squires.

 

[dropcap cap=A]s an employee and manager, I’ve always been a B.F. Skinner-style behaviorist — believing that it is the food pellet (bonus or salary increase) that convinces the mouse (employee) to push the desired lever (work) at the desired rate (output).[/dropcap]

But now I’m wondering if I’ve overrated the power of the pellet. Reading the book Drive by Daniel H. Pink has gotten me thinking that money is probably pretty far down on the list of things we work for.

(My staff is saying “Uh-oh!” right now.) So let me rephrase that: Once we get to a fair living wage that’s competitive to other salaries in the industry, we don’t work for money. At that point, financial rewards not only lose their power, but when applied incorrectly, they can actually become demotivating.

Malcolm Gladwell asks a good question in Outliers: “If I offered you a choice between being an architect for $75,000 and working in a tollbooth every day for the rest of your life for $100,000, which would you take?”

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Think about how you would answer. And think about how your staff might answer.

For the owner of a jewelry store (or even the editorial director of a magazine), the question is how can you make working for you less of a tollbooth job and more of an architect’s job?

The answers are purpose, autonomy, fun. You want people to work in your store because they love jewelry. Or because they’re romantic. Or love helping people surprise their loved ones.

We will add more tips and ideas from Drive at instoremag.com/blogs.

Wishing you the very best in business!

[email protected]

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[span class=note]This story is from the May 2010 edition of INSTORE[/span]

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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David Squires

Editor’s Note: Don’t Make Working For You a Tollbooth Job

Published

on

You want people to work in your store because they love jewelry, says David Squires.

 

[dropcap cap=A]s an employee and manager, I’ve always been a B.F. Skinner-style behaviorist — believing that it is the food pellet (bonus or salary increase) that convinces the mouse (employee) to push the desired lever (work) at the desired rate (output).[/dropcap]

But now I’m wondering if I’ve overrated the power of the pellet. Reading the book Drive by Daniel H. Pink has gotten me thinking that money is probably pretty far down on the list of things we work for.

(My staff is saying “Uh-oh!” right now.) So let me rephrase that: Once we get to a fair living wage that’s competitive to other salaries in the industry, we don’t work for money. At that point, financial rewards not only lose their power, but when applied incorrectly, they can actually become demotivating.

Advertisement

Malcolm Gladwell asks a good question in Outliers: “If I offered you a choice between being an architect for $75,000 and working in a tollbooth every day for the rest of your life for $100,000, which would you take?”

Think about how you would answer. And think about how your staff might answer.

For the owner of a jewelry store (or even the editorial director of a magazine), the question is how can you make working for you less of a tollbooth job and more of an architect’s job?

The answers are purpose, autonomy, fun. You want people to work in your store because they love jewelry. Or because they’re romantic. Or love helping people surprise their loved ones.

We will add more tips and ideas from Drive at instoremag.com/blogs.

Wishing you the very best in business!

Advertisement

[email protected]

[span class=note]This story is from the May 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

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