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Do You Or Don't You?

Here’s How Retailers Around the Country Encourage Their Sales Staff to Work as a Team

Teamwork that works according to our brain squad team.

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Question: Do you do anything to encourage your sales staff to work as a team on the sales floor?

Yes: 76%

    • We set a team goal that needs to be achieved to share in a team commission. To receive part of the monies, you must sell a minimum of 4 percent of the total sales for the month. Tonia Ulsh, Mountz Jewelers, Camp Hill, PA
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  • We did an escape room to work on our team building, which has been the most successful thing we’ve done. Chris Wattsson, Wattsson & Wattsson Jewelers, Marquette, MI
  • Pay a bonus to the team if goal is met, and the bonus is based on the rate of pay that each person earns, so that it is proportionate to each worker. Rex Solomon, Houston Jewelry, Houston, TX
  • When team selling, we train that one person is the lead and the other is to support. We also encourage them to come around the counter and have a more one on one experience whenever possible. This is where it works great with team selling, as one person can sit next to the customer almost like a friend or advisor. Natasha Henderson, Saxon’s Fine Jewelers, Bend, OR
  • We are a small store, so it’s easy to just keep an eye and ear open for problems. We also use code words and phrases. For example, “Samantha (or Lydia), can you help answer a question?” means that this is a difficult customer and we need a different person’s personality to step in and take over. Sam knows if she’s called Sam, or Lyds is called Lyds, she can really just answer a question and move on. If Samantha or Lydia are called in, the current customer to salesperson personality is a real mismatch and someone has GOT to take over, lest the customer walk out. We can discuss the situation after the sale is closed and the happy customer is driving away. Erin McMichael Hess, Extinctions, Lancaster, PA
  • Ours is a full commission against draw sales team, so we encourage all kinds of splits, like 30/60/10 for instance if someone shows a piece, another closes the sale, while a third cleans the customer’s jewelry or gets them a glass of wine. Any unresolved disputes will be credited to the “house” with no salesperson benefiting … and we haven’t had one of those in … hmmm … maybe a decade. Dorothy Vodicka, The Gem Collection, Tallahassee, FL
  • If they meet or exceed their weekly goal, the team members each receive $25. Hey, it’s a free hour of work! We do increase it each week they do it consecutively ($5 more every week). We are also open to a larger monetary bonus for four weeks of significant growth. We try to come up with new ideas all the time. Christine Matlack, E.G. Landis Jewelers, Boyertown, PA
  • Bring another sales associate into the conversation asking an opinion/question. Suggest another associate that has particular knowledge on a certain subject. Share the beauty of a piece of jewelry with another associate for a second confirmation for the client. We often work in teams on a client throughout the entire process, which leaves the client with multiple ways to contact us and work with us comfortably. Garry Zimmerman, Windy City Diamonds, Chicago, IL
  • I include the staff on the store’s decisions. We have an experienced staff here; why not take advantage of everyone’s brains? Plus, I want to put in lines that we all believe in. We do not pay commission; we want everyone to work as a team, not against each other. Last year, we had a good year and it reflected in the end of the year bonus. When someone new starts working here, we let them know that you will never have to ask for a raise. If the store does well, so will you. Michael Kanoff, Michael’s Jewelers, Yardley, PA
  • I pay commissions based on the sales as a team, not individually. This eliminates salespeople from claiming customers or sales based on past contacts. Donnie Blanton, Brittany’s Fine Jewelry, Gainesville, FL
  • Although we expect each staff member to have a high working knowledge of each area, we assign specialties to each staff member. That allows us to pull another team member in as an “expert”. Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • We offer a 1 percent shared commission if we make our goal for the month. Our goal for the month is to do better than last year’s month. Pretty easy. I subtract my sales from the gross AFTER we hit the goal and then take 1 percent and split it equally with the back of the house and front of the house. Can’t sell a diamond without setting it! Karen Fitzpatrick, Harris Jewelers, Rio Rancho, NM

No: 24%

  • No sales staff! My wife and I try to work as a team always. Frank Salinardi, Linardi’s Jewelers, Plantation, FL
  • They don’t often listen; it’s family. Valerie King, King Jewelers, Cohasset, MA

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Do You Or Don't You?

Try To Sell Wedding Bands With the Engagement Ring? Our Brain Squad Is Almost Split

Slightly more jewelers say ‘don’t do it.’

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THIS MONTH’S QUESTION: Do you try to broach the wedding band sale immediately after closing the engagement ring sale?

Yes: 45%

  • We offer a credit based on the amount of the engagement ring purchased towards wedding bands. We mainly let the customers know that, and if they want to look, we do. — Rick Sanders, Sanders Jewelers, Gainesville, FL
  • Actually I mention it before we close the engagement sale: “What band will we be making to match?” — Russell Criswell, Vulcan’s Forge, Kansas City, MO
  • We offer a coupon for money off both their wedding bands when an engagement ring is sold. It does well for us, too. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • Many years ago, I read that statistically, people don’t even buy their bands from the same store as they buy their engagement ring. From that time on, I’ve always at least planted the seed and often offer an incentive to have the clients come back. After all, you’ve already done the heavy lifting. Why not finish the job? — Jon Walp, Long Jewelers, Virginia Beach, VA
  • I like to show all the options available when the engagement ring is here and the customer is excited. Also, many guys don’t necessarily think about rings for themselves, and they start to have fun looking. It’s finally their turn! — Robin Lies, Burnells Creative Gold, Wichita, KS
  • They are in a happy, excited mood and still in the buying mood. — Paul Reiniger, Reiniger Jewelers, Swansea, IL
  • Why … to educate, to create satisfaction with our product quality/care/maintenance plans, to create additional ring sales and to create lifelong customers/friends and referrals. I always tell people that they want to consider the type of band that will be worn with the ring (integrated, contour, stacked … ), that guys tend to get a few alternative bands for fashion, and that we offer a Tough Love silicone band to each of them complimentary as we’re describing best care for fine jewelry. — Jill Keith, Enchanted Jewelry, Danielson, CT
  • Always looking for the add-on sale because if you don’t ask, you will not always get it. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL
  • If they decide on a ring that does not have a matching wedding band, then they need to start thinking about having one made right now if they are going to consider more than one ring. I have had customers come in a week before the wedding and want a band that will have to be custom-made. We can’t usually help them at that late date. Even if they don’t purchase now, they need to be thinking about a band for the guy and the girl. — Murphy McMahon, Murphy McMahon & Co., Kalispell, MT

No: 55%

  • I don’t ever pressure my customers to buy anything. I don’t like it and would never do such a thing to them. — Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • Only if we are custom-making an engagement ring do we approach the band sale at that time. We have found in our area that an engagement might take a year or few, and we do not want to push the issue and lose the engagement sale. — Tim Wright, Simply Unique Jewelry Designs, Yorktown, VA
  • They are usually exhausted from the decision-making, if they were selecting as a couple. If he’s making the decision alone, HIS band is the last thing on his mind! The exception is for same-sex couples. We look for both together — it’s cool! — Debbie Fox, Fox Fine Jewelry, Ventura, CA
  • Still in shock from selling the engagement ring. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN
  • Why ruin the moment? If it needs to be resized or they bring it in for cleaning, then we will bring the wedding bands up. — Donald Killelea, Killelea Jewelers, Midlothian, IL
  • Too pushy. If you’ve done a good job, the chances are high you’ll get an opportunity down the road. — Bob Goodman, Robert Goodman Jewelers, Zionsville, IN
  • We always let the buyer know that they will receive a discount on their bands as a reward for buying the engagement from us. When we meet the bride-to-be is when we really drive that point home. The guy has forgotten every detail as soon as his feet hit the curb. We feel it’s better to let him get out of the store feeling excited about what he’s about to do and follow up with the bride-to-be a few weeks later. We have over 90 percent conversion on wedding band sales to clients who bought their engagement from us. — Mark Snyder, Snyder Jewelers, Weymouth, MA
  • I should. I get lazy. — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA
  • Relationships take time to form and evolve. Things should happen in gradual steps. First maybe the engagement ring, next would be a birthday or holiday gift. I should also see her a few times for a cleaning where we can talk about the wedding planning process and than bring up wedding bands, wedding gifts and something borrowed. — Christopher Sarraf, Nuha Jewelers, Plainview, NY

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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Do You Or Don't You?

Discounts For Cash Payments? 6 Out of 10 Brain Squad Members Say Yes

Most jewelers will offer at least a small discount for dollars.

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Yes: 60%

  • If cash, the discount can be 4 percent, but usually only offered if the customer keeps insisting on a discount. — Spencer K., Sheridan, WY
  • 3 percent. It’s what I would pay to run a credit card. — Kelly J., Sammamish, WA
  • No matter how low I go on a sale, I always leave 2-4 percent for a credit card. If a client offers cash (or a check), I will give them 1-3 percent off, depending on the item. The credit card companies have created a truly dependent society. Everyone uses them for every purchase. Clients do not even KNOW that there is a fee to the vendor! We receive our 1099 every year from Mastercard/Visa and we could pay another employee a full salary with what we pay them just to accept cards. It’s crazy and nobody even knows! — Mark S., Weymouth, MA
  • Courtesy 10 percent if asked for. — Gordon L., Santa Fe, NM
  • With repeat customers, I like to offer them a discount as an incentive to keep coming back. — James S., McMinnville, TN
  • Usually 10-15 percent, if at all. Not too often, but some customers are insistent, and it’s not usually the millennials. — Cathy M., Austin, TX
  • If they ask, I’ll give them up to 20 percent off of in-case items, never any discount for custom or repairs. — David P., Durham, NC
  • Depends on how often the customer buys from me and how long I’ve had the piece. Maybe 30 percent off. I have a month-long clearance in September, which most of my customers wait for. — Laura P., St. Robert, MO
  • 2-5 percent. I’d rather give it to my customers than the credit card company. — David E., Tacoma, WA
  • I offer my credit card discount if someone is haggling and only for dollars. A check will not do. — Paula D., Asheville, NC
  • When someone negotiates in cash, I am happy to offer them the 3 percent discount for what it would cost me in credit card fees. However, I always respond to them by saying, “I look terrible in orange” (meaning going to jail in an orange jumpsuit), and we pause and chuckle a moment, and then I further explain that I will still be giving you a receipt for this purchase, on which I will need to include sales tax. Reminding them that sales tax is “collected” for our state … and I am obligated to collect it. It is NOT my money. Most of the time, they understand and are grateful for the additional 3 percent. — Rita W., Rocky Mount, NC
  • 20-30 percent. No choice. Everything is available everywhere for cheaper. — Christopher S., Plainview, NY
  • The discount depends when I purchased the item and at what gold market I paid. Some items will get a 30-35 percent savings. — Anonymous

No: 40%

  • The customers who are offering cash are usually expecting big discounts for cash, and that is not our business model. It all goes in the register and on the books, so our savings are less than 2 percent, so they usually plunk down a card. — Alan L., Cape May, NJ
  • We stick with one price for everyone … cash, charge, rich or poor, frequent flier or new customer. Our egalitarian mindset may cost us a sale every so often, but in the long run, our clients have learned that we are not desperate and that they receive the best value. “You can get money anywhere, but this one-of-a-kind piece … only here. Sorry, we don’t discount.” — Steven W., Chatham, MA
  • In order to offer a discount, you need to add dollars to the price up front. When you do this, where do you stop and who do you offer this to? It is kinda like a stripper: they have to put on the garments before they can remove them. I know that this comparison is crude, but think about it and determine what kind of business person you want to be. My pricing scheme is to charge all customers the same and not play favorites. I know that I lose some customers because I don’t give discounts, but I have very loyal customers that would abandon me if I were to offer discounts. If you explain that you price your product correctly to start with, most customers understand. — Ed M., Brainerd, MN
  • Never. Our credit card merchant agreements state that it is against the contracts to offer a discount for a payment that is other than having the customer use the respective credit card. Additionally, our bank charges our company a cash handling charge and we have to fill out a lot of paperwork when people pay with cash. Bottom line: the price is what it is. — Andrea R., El Dorado Hills, CA

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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Do You Or Don't You?

7 Out Of 10 Jewelers Surveyed Will Do House Calls

Those that won’t cite security concerns.

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Yes: 70%

  • I will go see my existing clients with whom I have a relationship or have them come to my home office. I recently moved from one suburb to another. I feel it’s not fair making my old clients drive an extra half-hour to my new location, so I give them the option of having me come to them or coming to my home, which is near my old location. — Shahraz Kassam, Shamin Diamonds, Surrey, BC
  • My most recent was a trip to a doctor’s office to adjust eight watches that were purchased for Christmas for all the nurses. — Jim Wolf, James Wolf Jewelers, Mason, OH
  • Limited occasions, rarely for the sake of financial gain but more of a “do into others” good karma situation. Usually, it’s delivery of a completed item to an overwhelmed, homebound or otherwise in-need person. Recently, we delivered a chain repair to a woman whose homebound hospice patient husband broke his cross chain. We fixed and delivered it for free because it was right. I’d never her seen her before, but I couldn’t take her money. — Heather Wahl, R.C. Wahl Jewelers, Des Plaines, IL
  • If the sale calls for it and is going to close but requires something extra. If delivering a ring means the engagement is going to happen on time and we’re going to get the sale, I am going to do it. I don’t mind taking a ride to make sure my customers are happy! — Evan Silbert, Thurber Jewelers, Elk River, MN
  • I’m a private jeweler, so this is the norm for me. Businesspeople and people in the country music business that have very full schedules. Disclaimer, though, is I do have to know them or have vetted them very well. — Ben Brantley, Ben Brantley & Co., Shelbyville, TN
  • We have gone to people’s homes to deliver a gift as a surprise. We have gone to people’s care homes to cut a ring off because they won’t come off naturally. We’ve even delivered reports to people at work if they cannot leave during their work day! — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • All the time. Home, office, golf course or bar — delivering something nice or bringing a few options for someone to choose from is thrilling to me. It’s something my good customers love and tell people about; sometimes I end up serving the whole office. — Ray Lantz, The Diamond Center, Claremont, CA
  • We will make house calls anytime. I just did one last diamond ring for one of my favorite and best clients. He was deteriorating rapidly and needed me to come to his house. What a privilege to help someone’s legacy live on through a token of love! — Natasha Henderson, Saxon’s Fine Jewelers, Bend, OR
  • I have a customer waiting for me to come over and go through her jewelry so she and her husband can decide who to leave pieces for between her nieces and nephews. She is not in shape to come in. I have taken loose diamonds and complete rings and wedding sets to ladies in the hospital before and made sales on them all! — Cindy Fuller, Fuller Designs, Poplar Bluff, MO
  • I do a lot of probate work, and it is much easier on the families to have the sorting and appraisal prep work done in a more comfortable setting. It also saves time and return trips. Quite often, people become emotional when handling the deceased’s jewelry, and it helps if they are at home. — Jim Doggett, Doggett Jewelry, Kingston, NH
  • I have a customer who has ALS. He has been with us since we opened 14 years ago. He is not able to make it to the store since he is confined to a wheelchair. It’s easy because his wife and I have the same taste in jewelry. I bring 4-5 things and he picks one. I wrap it in our fancy bags. She calls every time and thanks me, and it makes my whole month just to see her happy for that brief moment. That’s what it is all about for me. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • To make personal custom design appointments using a laptop and Countersketch. To assess a client’s jewelry inventory for storage options, which provides a great way to see their entire collection of jewelry and wardrobe so you’ll know their style preferences in the future. — Jessica Rossomme, Mucklow’s Fine Jewelry, Peachtree City, GA

No: 30%

  • Never requested. We have been open for 62 years and have an aging customer base that may need assistance. I’m sure if requested by a repeat customer for some very important reason, we would make that call. — Toni Kinder, Farr’s Jewelry, Ogden, UT
  • Rarely and only if customer is physically challenged. — Sam F. Edwards, Sam Edwards Jewelers, Chattanooga, TN
  • If we were really sucking wind, I would start to do so. Fortunately, we have not had to do so. — Joseph Villarreal, Villarreal Fine Jewelers, Austin, TX
  • I used to, way back, but have no time now. Also, my store has a special ambiance, which sustains our image as creative designers; showing jewelry elsewhere robs it of the magic. — Eve J. Alfille, Eve J. Alfille Gallery and Studio, Evanston, IL
  • Afraid of robbery. — Alexander Rysman, Romm Diamonds, Brockton, MA
  • Too high a risk factor. What’s the point of having a store if you make house calls? The store is a much more secure and comfortable environment. — Alex Weil, Martin’s Jewelry, Torrance, CA
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