If there’s something you want to improve about your store, start measuring it, says marketing specialist Jimmy DeGroot.
“The mere act of measuring makes things happen; it makes things change,” he says.
DeGroot tells the story of a jeweler in Texas who wanted to boost his store’s closing ratio. With no announcement, the jeweler started posting the closing ratio on the wall each day.
The staff looked at the closing ratio and found that it was lower than they would have expected. Soon, it began to rise.
DeGroot advises jewelers to “begin the discipline of regular observation.”
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