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IN TODAY’S VIDEO, Gene the Jeweler is kind enough to divulge his techniques for closing a sale.

Unfortunately, the only thing you’ll probably learn from the fictional Gene is how not to do business. Does he ever actually close any sales? With his approach, you have to wonder.

Closing deals in Gene’s store starts with one key concept: “Make them buy.”

To achieve that, he uses methods such as discounting his products and throwing in extra items — such as mountings — or services. He’s even been known to wash a customer’s car now and then.

And his staff members have some, shall we say, interesting techniques of their own.

Watch the video:

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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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Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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