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Manager's To Do

Manager’s To Do For Jewelers: July 2016

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Week 1 / JULY 4-9

Marketing It’s not just the nation’s birthday this week; July along with August make this the No. 1 period for birthdays for all Americans (almost one in five are born in these two months.) Hit your mailing list with a birthday reminder. Somebody knows somebody who is having a big day.

Planning Fine-tune strategy: Work out a schedule to assess your goals, find new ways to automate operations, grow your network, and improve inventory turn.

Marketing If you are in Vegas, try
something different on the last day:
Spend some time with the software
manufacturers to get up to speed on
what’s new on the technology front.

Marketing Check client files to see who needs to have an appraisal updated in terms of current value, and send out a postcard reminder.

Week 2 / JULY 11-16

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Self-DevelopmentSeek out novelty this summer: Your brain loves new experiences and sensations, which help it continue to build neural connections for work and life.

Staff Spend time tightening job descriptions. Standardization ensures every employee performs the same procedure and provides the same excellent service for every client. That predictability and consistency helps secure a customer for life.

Sales Floor Pick three things you want every customer to experience in the store, and talk to staff about how to expose clients to these areas.

Week 3 / JULY 18-23

Family Get your kids in the store this month so they can see how things are done and why it’s so important to your customers that you do a good job.

Management Peter Drucker believed that in order to grow, a business must have a systematic policy to get rid of “the outgrown, the obsolete, the unproductive.” Start that process today: Make a list of a project, a policy, or a product that you should consider killing (solicit nominations from staff). Commit to killing one part of your existing business by Aug. 15.

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Customer RelationsIn order to have your ducks in a row for a wrapping/packaging roll-out that doesn’t drown in a sea of cliché’d red and green, you need to start thinking snowmen even while you’re still soaking up the summer sun. Consider forms, materials and visuals that can evoke the tone and spirit of the season all winter long and won’t expire with Christmas.

Week 4 / July 25-30

Tech Clean up your POS mailing system, find addresses that are missing and check why some emails may be bouncing back. More than one-third of consumers changed at least one of their email addresses in 2015 — due to job changes or other economic factors

Internet Assign a different competitor’s website to every member of staff with a mission to find something great there, and then bring it back to share with the team. The onus should be on positive features.

Bench Go green out back. Install a sink trap, capture dust in floor mats or carpets and vacuum frequently with a dedicated vacuum. Use a bucket instead of letting the water run when washing items and switch to environmentally friendly alternatives such as cadmium-free solders, fluoride-free fluxes and maybe citric pickle solution. There’s money to be made or saved.

This article originally appeared in the July 2016 edition of INSTORE.

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VIDEO HIGHLIGHT

Wilkerson Testimonials

Texas Jeweler Knew He'd Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

Most retailers only have one GOB sale in their lifetimes. This was the case for Gary Zoet, owner of Shannon Fine Jewelry in Houston, Texas. “Wilkerson has done thousands of these sales,” says Zoet. “I’ve never done one, so it’s logical to have somebody with experience do it.” The result exceeded Zoet’s expectations. Wilkerson took care of everything from marketing to paperwork. When it’s time for you to consider the same, shouldn’t you trust the experts in liquidation?

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Manager's To Do

Capitalizing on Valentine’s Engagement Sales, March Madness Ideas and More Manager’s To-Do Items for March

Your managerial planning for the month starts here.

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Mar. 3-9

BUDGETING Time to get started on making a budget for the 2019 buying season and get ready to trade in old inventory for new inventory. Also, if possible, have an inventory reduction sale to get rid of the dated inventory before going to Vegas.

SALES FLOOR Beware the ex-brides of March! Divorce filings are highest this month. Do you have a script ready explaining why the resale value of an engagement ring may not meet the customer’s expectations? If not, get busy.

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Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage
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Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

MARKETING Remember all those clients who bought engagement rings in advance of Valentine’s Day? Call to see what their plans are for wedding bands.

Mar. 10-16

MERCHANDISE It’s March. Embrace the madness. The NCAA Men’s Basketball Finals starts on March 17 and runs through to April 8. It’s a great chance to clear out old inventory with a quick Sheer Madness Sale! At the very least, organize a pool for staff.

SHOWROOM Is your custom area as friendly as it could be? Does it feature a gallery highlighting past designs, portraits of satisfied customers, updated displays, appropriate lighting, a signature scent?

Mar. 17-23

MARKETING Hold a Prom Dress Party. Encourage girls to bring their dresses into the store and try on jewelry with the dress. Identify pieces to excite them at prices that will entice a sale (that means jewelry with a big look for less money).

MERCHANDISING Pull out your promotional calendar and view it from the perspective of using the events to manage and reduce specific inventory. Annual customer appreciation sales, trunk shows, open houses, and repair/jewelry remodeling events can all give your finances an even greater boost if you execute them with a view to moving certain items.

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MANAGEMENT Download a time tracker to your phone and start logging how you spend your work life — not because there’s much value in the record you create, but because the very act of recording can have a powerful psychological impact, leading you to use your time much more efficiently. (Warning: Brace yourself to be alarmed at how you fritter away time.)

Mar. 24-30

SHOWROOM In one analysis of a university building in Oregon, workers on the greenery-facing side took 19 percent fewer sick days. It apparently has to do with how we evolved to function best in nature-rich settings. If you can’t knock a side wall out to provide a view of the glorious outdoors, buy a few potted plants to place around your sales floor.

PERSONAL Take an inventory of your tech use and evaluate each item for its usefulness, working on the assumption that if something can’t justify itself, it’s out. Exit the social networks you barely use and get rid of the apps that, when you think about it, have no benefit. Yep, that means Candy Crush may have to go.

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Day of Unplugging, Near Miss Day and More Important March Dates

Don’t miss your chance to have a parade for Mardi Gras.

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20 There’s a reason the Hare Krishnas hand out flowers before soliciting donations — the awesome hold reciprocity has over humans. The psychologist Robert Cialdini notes in his bestseller Influence that we’re so deeply primed to reciprocate generosity that customers who receive a free gift become far more likely to make a purchase “in return.” Since it’s spring, take a tip from the Hare Krishnas and hand out fresh flowers to customers.

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should
Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store
Jimmy Degroot

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage
Gene the Jeweler

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

4 Day of Unplugging. The challenge: 24 hours without phone or Internet contact. Can you do it? The benefits are said to be surprising.

5 Celebrate Mardi Gras with a bead party. Cook up some red beans and rice, stick on some music and have yourself a parade.

23 Thirty years ago, a mountain-sized asteroid passed within 500,000 miles of Earth — a very, very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your or your sales associate’s recent “near misses” and debate what may have saved the sale. A lower price? More romance? Bruce Willis?

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Single Tasking Day, Red Carpet Season and More Big Dates for February

The essential jeweler’s calendar for the month starts here.

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4 With more than two billion users, you need to be sure you’ve fully explored the potential of Facebook. On the 15th Anniversary of Facebook’s Launch by Mark Zuckerberg and three friends, adopt the company’s motto, “Move Fast and Break Things,” and commit to shaking things up with your social media marketing. Test some sponsored posts. Get absurdly specific with your targeting. Try a contest. Try more video. Follow INSTORE’s Facebook page at facebook.com/instoremag.

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The Barb Wire

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’

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Over the Counter

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths

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10 Red-carpet season rolls on with The Grammys today and The Academy Awards on Feb. 25. Slip into fashion-maven mode and get your customers excited about jewelry’s cutting-edge trends with tweets, snaps, posts and blogs.

14 Love with a touch of panic is one way to look at Valentine’s Day. And not just for the guys. If you need ideas, go to instoremag.com and test out our archive search.

22 On Single Tasking Day, let your brain do what it’s been designed so beautifully to handle — focus on one thing at a time: one conversation, one meal, one task, one baseball game.

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