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Shane Decker

No Time to Train Your Team? Au Contraire. Here’s How You Do It

Take full advantage of every minute to make your sales team better.




THEY SAY THAT in all work environments, employees waste about one-third of their time each day. Any time wasted is too much, and that is the one thing you can never get back.

You’re investing in your employees’ time already; why not make the most of it?

One of the reasons so many stores are struggling is that their staffs are not properly trained. The only way your employees will be successful in your store is for you and your managers to communicate not just in sales meetings, but also through one-on-one training. This allows you to teach them in their particular areas of weaknesses.

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You say you never have time?

In the mornings when you are setting up, have a 15-30 minute meeting on salesmanship, product or gemological knowledge, or closing techniques. Most of your team is present at this time of day. And yet, in too many stores, I hear team members discussing where they had pizza or what movie they saw last night. What a wasted opportunity!

Throughout the workday, discuss sales that are made and what the sales associate did to close or add on. Talk about what they did to wow each client. And when a customer leaves without buying, talk about what you as a sales team could have done to close the sale or improve the client’s experience.


Too often, we miss awesome coaching opportunities because we wait too long to train on what happened, or we don’t address it at all.

Learning opportunities need to be discussed at the first available moment (after the client leaves, of course).

And be sure to talk about what went right, not just what went wrong. When you discuss success, it empowers your team and motivates them to do what is right again. Most people on your team are natural pleasers, and they love it when you are happy with their work performance. If they know they pleased you, they’ll try harder to please you again.

The learning curve in our industry is three years. You will only get out of your associates what you put into them. It takes time, study, dedication, determination, setting proper goals for each person, and training on each person’s level and skill set.

Jewelers tell me all the time that they need bodies. The problem with that statement is, we’re leaving client bodies all over the floor.

Start the new year with a New Year’s resolution: to train every day and every week. Use time wisely. Have a better-trained team at the end of 2020 than you started the year with.


Take advantage of every moment of success to talk about what happened. It will make your team feel more loyal to you and they’ll try harder. People are more motivated by recognition than money. Let them know how important they are to you. Empower your people, give them skills to succeed, and always let them know you couldn’t do it without them.



Wilkerson Testimonials | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

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