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Review Your Decompression Zone, Get Those Hot Sellers Front and Center, and More To-Do Tasks for December

Not usually recommended, but a little micromanagement of sales skills can go a long way at this time of year.

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Review Your Decompression Zone, Get Those Hot Sellers Front and Center, and More To-Do Tasks for December

Dec. 1-7

REPAIRS Make sure all staff are aware of your cut-off dates for accepting repairs and special orders. Stick to them even if it means turning down a sale — better that than not to be able to fulfill it. (And if it just absolutely, positively has to be fixed, note your “emergency service” charge and split the cash with your jewelers.)

IN-STORE Review your store’s decompression zone, that first few feet inside the front door. Shoppers here are prone to distractions, which is why you should try keeping the area simple and uncluttered. In addition, having greeters makes people more aware of their surroundings and helps them focus.

Dec. 8-14

MARKETING Keep phoning customers for wish lists, one-year jewelry tune-ups, etc. If someone’s been on their feet for hours and needs a break, send them to the back to start making those calls.

SPIFFS Tack up envelopes on your bulletin board with labels like “Most Add-Ons” and “Highest-Value Sale.” Day’s winner gets the envelope and the prize inside.

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Dec. 15-21

OPERATIONS Dec. 21, the final Saturday before Christmas, may well be the biggest shopping day of the year. Go over your plans for staffing, stock and hours.

SALES FLOOR Tell staff: Keep it personal. Ask questions and listen closely to what customers are saying. It’s late in the season, but these are still gifts of love.

DISPLAY This is desperation time for shoppers. Can’t-miss hot sellers should be front and center. Roll out spiffs to move the last of your seasonal inventory. Highlight your bestsellers on your website and Facebook.

Dec. 22-28

MANAGEMENT Before you close up on Christmas Eve, thank every team member personally for their effort.

MARKETING Starting the day after Christmas, email a reminder encouraging people to come in to redeem their gift cards. Consumers tend to view gift cards as found money, which puts them in a free-spending mood. Getting customers to spend an extra 25 to 50 percent of the value on the cards is not an unreasonable target.

Dec. 29-Jan. 4

PRICING The new year is a great time to introduce new financial policies and raise prices for staple services such as repairs, custom work, and engraving. At the very least, your prices should reflect the impact of inflation, both for materials and wages.

FINANCES Late December can also be a good time to take stock of your subscriptions. Some credit card companies and budgeting tools can help you find recurring charges and cancel those you no longer need.

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