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OPEN THE BOX. That’s the central theme of the latest edition of JimmyCast from management and sales consultant Jimmy DeGroot of the Jewelry Marketing Institute and co-host Doug Meadows of David Douglas Diamonds in Marietta, GA.
By “opening the box”, Jimmy and Doug are talking about jewelers’ tendency to grasp for things — a training course, a new technology, or a hot line of jewelry — but then not do what they have to do in order to ensure that the new purchase positively impacts their business.
Says Jimmy, discussing his own professional focus of training: “A lot of time people regard training as a pill, and as they write the check, they think “This is gonna fix me, this is gonna fix me.” But then those jewelers get the training package back to their store, and they never open the box.
The key lesson for jewelers? Be more discriminating when you write those checks. If you do invest in a service, be absolutely sure that you are going to use it with 100% commitment — that you “open the box” and use it to the best of your ability. Writing a check is only the first, and by far the easiest, part of the process.
Jimmy concludes: “Even if you use it, and it’s a failure, at least we’ll still learn lessons from it.”
The episode also covers key events in the professional careers of both host and co-host, as well as the development of their personal relationship in which Jimmy calls a “warm, fuzzy hugfest”.