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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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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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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.

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Jim Ackerman

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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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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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