Zen Jeweler: Plumbing The Competition

I know a lot of jewelers who never shop their competition. I’d like them to consider this. A plumber came into my store the other day. He’s a good and loyal client and we got to talking about how he does business. Get this: He’s had eight Dale Carnegie trainers come and talk to his staff of 30. In fact, he just got back from the national convention, where he spoke on employee retention. This plumber, and anyone like him, is now your competition. Even if you drive across town to sit in the parking lot of another jewelry store, to secretly congratulate yourself because there’s no one in her parking lot (and smugly drive home thinking you can now save all that money on the training you don’t have to do), you are missing the point. Training is not just for retailers. A bathroom can cost $50,000 to $100,000, these days. And then there’s the new kitchen, another addition, a car, a bar, cosmetic dentistry, cosmetic surgery. It’s time you felt some urgency. Pick up the phone or call a meeting, and soon you’ll be greeting more clients. Or just sit still and write a will. Your kids can handle training.