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Manager's To Do

Manager’s To Do For Jewelers: May 2016

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Week 1 / MAY 2-7

Sales Everything (cases, email
schedule, events) should be in place
now for Mother’s Day (May 8). Unveil
a surprise spiff — say, an extra day
off or two in summer — for any staff
member who meets a testing goal.

Meeting June weddings are almost
here. Brainstorm a checklist of
questions to sell additional jewelry
to brides: Will the bridesmaids be
wearing jewelry? Will the groomsmen
need tie pins or cufflinks?

Staff Salespeople are pleasers, says
sales trainer Shane Decker, so instant
recognition is a higher motivator
than money. “If I did something that
pleased you, and you recognize it, I’m
far more likely to do it again,” he says.
Look to recognize successes in this
pre-Mother’s Day week.

Week 2 / MAY 9-14

Promotions Pre-Vegas clearance
sales begin in earnest. What can be
scrapped? What pieces would make
suitable charity gifts? Which vault
lingerers should earn your sales
people the biggest reward?

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Marketing The school year is
drawing to a close and graduation is
rapidly approaching. Place “Congratulations,
Class of 2016” signs in your
windows. See if your high school or local college has advertising options
in their graduation bulletins or final
editions of school newspapers.

Week 3 / MAY 16-21

Display Redo your showcases to give
them a fresh summery look. Replace
tired florals and other décor pieces
with props that enhance merchandise
brought in for the hot season.

Management Based on the last few
years, and depending on where you
live in the country, there’s a good
chance you’ll see some wild weather.
Take advantage of National Hurricane
Preparedness Week (May
15-21) to make sure you’re as ready
as possible. The National Weather
Service has a list of things you can do
here: instr.us/5162.

Marketing June’s birthstone pearl
has enjoyed a resurgence in recent
years. What can you do to advertise
your selection and expertise and your
store’s standing as the place to go for
pearls in your market?

Week 4 / MAY 23-28

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Buying Schedule times to discuss
marketing opportunities with
vendors at Vegas. Go prepared with
proposals to promote the designer’s
collections in your store. That will
make you very popular. And, securing
commitments early ensures that
you’re not scrambling later in the
year to find vendor partners and
finalize co-op contracts.

Finances Maybe your fixed costs
aren’t as fixed you think. Analyze
every contract — from the firm that
supplies the water cooler to your
bank’s fees — and look for places to
cut costs. Lease coming up? Keep
an eye on traffic. It’s a good figure to
wield in talks with your landlord.

Week 5 / MAY 30-JUNE 4

Planning Use the slow Memorial Day
weekend to make final preparations
for the Vegas shows, summer events
and wedding season.

Sales Floor You need a landline in
the store, but is yours interfering
with associates interacting with
customers on the floor? See if you can
find a spot where the sounds of talking
can be reduced by a closed door or
any other noise-blocker.

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

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Manager's To Do

A Trick to Selling More Platinum, And Other Manager’s To-Do Items for September

And here are some great tips for infographics in your store.

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Sep. 1-7

INVENTORY The economy may be slowing a tad, but the wealthy keep getting richer. That is allowing more people to trade up from the standard 1-carat diamond engagement ring. But to sell 2-, 3-, or 4-carat pieces, you need to have a few on hand, says David Brown of the Edge Retail Academy. Start experimenting with more expensive bridal sets.

MARKETING Conduct an advertising review. If it’s bridal sales you desire, put that shotgun away. Pick one or two advertising media, based on their reach and return on investment, and concentrate on them. That requires courage and perseverance, but it’s the surest way to break through the chatter and win that key top-of-mind presence in your local market that will deliver engagement ring sales.

Sep. 8-14

STAFF Few things are more important to staff than having the sense that their work matters. As bridal season approaches, make it a constant refrain in your strategy meetings: you’re helping people with one of the most important decisions of their life.

SHOWROOM “It’s remarkable,” says merchandising expert Sally Furrer, “how often diamond areas are underlit in stores.” Crank up the lights.

Sep. 15-21

TRAINING The rise of the bead phenomenon in the last decade caused many jewelers to cut back on diamond sales training. If that happened in your store, look to bring in a trainer who specializes in bridal goods. It’s a whole different skill set.

MARKETING Twitter’s search function, along with free applications like TweetDeck, can be great tools for market research and lead generation. Start monitoring your competitors’ brand names and hashtags to see what people are saying about them and you. Set keywords related to bridal sales in your market and don’t be afraid to follow up (unsolicited messages from strangers is a fact of life in the Twitter-sphere).

Sep. 22-28

SOCIAL Want to take your social media efforts to the next level while educating your clientele about bridal in a way they’ll remember? Think infographics. Whether charting the evolution of diamond cuts or providing tips on ring cleaning, infographics are a great shareable way to communicate your message. Try these free infographic websites: Piktochart.com, Venngage.com, Easel.ly.

SALES Want to sell more platinum? Highlight its staying power. Keep an old white-gold ring and an old platinum one behind the counter to show customers what happens to the two metals after a few years. One of platinum’s strengths is the durability of its white color, which won’t fade or change (like an enduring love, hint, hint) and will continue to complement a diamond, as opposed to white gold, which fades to yellow.

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Yarr! It’s International Talk Like a Pirate Day and More Important Dates for September

“I’ll be paying top dollar for whatever golden loot ye’ve got stashed in your little treasure chest.”

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19 Many jewelers seem to have forgotten what a lucrative earner gold buying can be. Luckily, International Talk Like A Pirate Day is here to remind you. Yarr, have some fun with your advertising. “Yes, me hearties, Cap’n Jack Black Diamond has gone straight. I’ll be paying top dollar for your doubloons, old lockets or whatever golden loot ye’ve got stashed in your little treasure chests. Come see the Cap’n before the sharks get ye.”

01 On NATIONAL NO RHYME (NOR REASON) DAY, challenge your customers on social media to come up with words that can’t be rhymed. Three you can probably put to good use in your posts that day are “spirit,” “silver” and “woman.”

06 Today is FIGHT PROCRASTINATION DAY, and if you’re one of the many afflicted, try this trick: when jotting down a to-do item, keep rephrasing it until it involves the use of your limbs: “Pick up phone and call …”, “Open laptop and search for …”

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Remembering Woodstock, The Little One’s First Day in Kindergarten, and More Useful August Dates

You’re always busy, but this month, get things done.

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19 Mark the 30th anniversary of the launch of Stephen Covey’s THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE by doing something in its spirit: keep a journal of everything you do, broken down into 30-minute increments. At the end of each workday, assign a value — 1, 2 or 3 (the lowest) — to your time, and at the end of the week, evaluate the results. They may well surprise you. Obviously you want to be spending at least half your time on No. 1s.

1 August is GET READY FOR KINDERGARTEN MONTH. On the first day of school, invite all new kindergarten moms to come in for mimosas and snacks. They can reward themselves for surviving this milestone.

4 The FIRST ELECTRIC LIGHTBULB sparked to life 140 years ago today. Mark the occasion with a brainstorming session with staff for fourth-quarter promotions.

15 Fifty years ago today, the promise of free music, a good time, and … umm … a pretty good shot at “getting lucky” drew 400,000 young people to WOODSTOCK, NY. To many folks, that’s much the same promise that jewelry makes (minus the music). Roll back the years with a store party.

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