PLAYING GAMES IN A store with the staff getting cash and prizes typically increases sales. What’s better than more STUFF when we all do better. Here’s some I’ve shared with jewelers.
Pass the buck. Because my store was 75% shop sales, we used this on and off, usually on a Saturday. The first person to make a repair sale gets a $20 bill. The next person who makes a bigger repair sale takes the twenty from the previous person. And so on. The associate with the highest repair sale at the end of the day keeps the $20.
If you’re using my Geller Price Book, you know there is a listing for “express service.” We charge 50% more and will do the repair that day or just faster than normal. My jewelers and sales staff were 100% commission and they knew what could be done FAST. So, the customer paid $90 rather than $60 to get a ring sized faster. The jeweler and salesperson made more money.
When a customer needs repairs that you know can be done quickly, just ask the customer, “Would you like to get your ring sized now? It will only take about 45 minutes and it’s only $90.”
Did you know it’s against the law for any customer coming into your store to touch a valuable item without the salesperson’s permission? Think about it, what can a customer touch by themselves? By the way, a woman can touch a shoe in a store (there may only be one out) and can try on a pocketbook (expensive ones might be chained to a stand), but not in a jewelry store.
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When a customer comes in and looks at a piece of jewelry through the glass, most salespeople ask, “Do you want to see that ring?” And they respond, “No thanks, I’m just looking.”
Instead, have the staff not ask, open the case, pull out the item and hand it to the lady. No one backs up. Take it out and let them hold it.
Every time an associate gets a piece of jewelry and puts it on the customer (they don’t have to buy it), they are given a dollar bill. Put a ring on her finger, $1! Then put on a bracelet, another $1! Keep putting jewelry on the customer, get her all dolled up and pretty! A store that gave me this idea said sales at the end of the money went up 35%!
I asked one store if they’d like to increase Christmas sales by a lot? “Sure!” Would you spend $800 to do it? “Sure!” I told them to go and buy a 55-inch flatscreen TV and hang it on the wall in the back room or kitchen. The salesperson with the highest sales gets the TV! They see it daily. I also suggested small prizes for 2nd and 3rd place like an iPad, maybe a massage or a facial. It worked!
Last game: Make 3×5 cards with prizes mentioned on them for performing or selling certain items. For example:
a. $25 for 15 calls or more to your customers to get them to come into the store.
b. Dinner and a movie for selling an aged piece of jewelry from that “special case.”
c. Starbucks gift card for cleanest work area.
d. Dinner and movie for your jewelers for being ahead of due dates.
David Geller
Director of Fun & Games
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