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THEY SAY YOU CAN’T judge a book by its cover. But Gene the Jeweler tries to do it anyway.

In the video below, the fictional Gene Kadlin explains that “profiling” is a key part of his store’s sales program. (As you may recall, he pretty much always uses the least effective approach possible for every area of his business.)

He explains: “That’s how we know what people can afford, what they’re looking for … it’s a better way for us to help them.”

What type of profiling does he do? He starts by looking closely at the clothes they’re wearing, and moves on to some questions about any criminal history they may have.

Don’t try this at home, folks. (Or at work. Or anywhere.)

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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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