David Geller 5 Sales Contests Your Jewelry Sales Team Should Try They don’t just increase sales. They can also improve selling behaviors. Published 15 years ago on September 1, 2005 By David S. Geller Instore September 2005 Issue Share Tweet AMERICANS ARE FREAKS for competition. Games and contests are what we live for. Think about how we all get excited watching football, baseball, even bowling. Try bringing games and contests into your store — and you’ll see how much new excitement results. They’ll even breathe new life into your “old race horses.” The purpose of games is not just to increase sales, but also to improve selling behaviors and sales statistics. Sometimes the only difference between a good sales person and a terrific one is their excitement level. That feeds over into the customer who gets excited about buying their new piece of jewelry from your store. Games offer instant gratification and create excitement in a way plain old commissions simply can’t. (A warning: don’t use any game more than once a week, and try to change games often. Overuse of any game gets boring.) GAME 1 A Buck A Try On If jewelry sat on the counter like scarves and shirts, I promise you sales would increase (along with theft). But they don’t: they’re locked in cases, and inaccessible to customers. Thus, it’s always a challenge to get goods out of the “vault” and onto your customers’ fingers, necks and arms. You need someone who’s always on the floor for this one — it works best with a sales manager. Here’s the plan. Every time a sales person gets the customer to try on a piece of jewelry, the staff member gets $1. Not right then and there — give the cash at the end of the night. For each additional piece the customer tries on, the sales person gets another buck. It doesn’t matter if the customer buys these items. All they have to do is try it on. Holding the ring and staring at it doesn’t count, the ring must go on her finger. Bingo — a buck! “Would you like to see a matching bracelet that would look great with that?” Yes? Bingo — another buck! One store I worked with who tried this gave the dollar bills in a small “ceremony” while closing down the store. The result? Sales for the month went up 30%! Advertisement GAME 2 Balloon Pop Set specific goals for a weekend or week. Remember: be specific. Don’t just tell your staff to “increase sales.” Instead, set goals like: A. Sell a watch B. Sell a red dot (old) item C. Any repair over $50 D. Any sales over $1,000 Make a list of prizes that you’ll be giving away — money, dinner, a movie, a music CD, electronics device, or even a day off. Write each reward down on a piece of paper, and put the papers inside balloons. Blow up the balloons and tape them to a board. Then, when someone on your sales staff achieves one of the listed goals, let them throw a dart to pop a balloon and get the prize inside. Of course, if they don’t pop any balloons, they lose their turn. The fact that great selling can be undermined by bad aim makes “Balloon Pop” a more democratic game, and a fun, exciting one for the whole staff. GAME 3 Jewelry Store Poker “Get rid of old merchandise” is my mantra. Make it yours as well. Buy a deck of cards. Then, write down a list of aged items you want to move. Include a short description and SKU number and include merchandise at various price ranges. Cut up the paper and tape or glue one item onto the middle of a playing card. Place the playing cards face down on a table and let each staff member choose a set number of cards. As each sales person sells their items they turn in their cards and they are tacked to a board with their name on the card. You can have two prizes for this contest. You can have a grand prize that goes to the first person to turn in all of their cards. Then have smaller prizes for anybody who turns all of their cards in — ideally, this will be everyone on your staff. This contest can run over a week and you’ll find playing cards are easy to carry. GAME 4 Pass The Fifty In my former store, we played this game a lot (with $20 bills, but things cost more these days) and the results were always great. Almost every Saturday, we played this game and sometimes varied the amount. You tack a $50 bill to the bulletin board. First person to make a sale that day gets the $50 bill (includes repairs!). The next person who makes a bigger sale takes the $50 from the previous person and holds onto it. The person with the biggest sale at the end of the day gets to keep the $50! This creates a lot of excitement. On some occasions, you can up the ante by making it two $50 bills stapled together. Or vary the game, by substituting the money with a gift certificate from Outback Steakhouse or another local restaurant. Advertisement GAME 5 Bag of Gooodies Make a list of sales goals for your staff. These can vary widely. You can have items such as: A. Sell an item over $1,000 B. Sell an aged item C. Sell an add-on D. Sell a custom design E. Sell to a customer who you called to come into the store F. Send out 25 hand-written thank-you notes in a day. Go out and buy 20-40 items for this contest. Have a wide range of rewards — a good mix would be lottery tickets, candy bars, small toiletry items, gift certificates, CD’s, iPod Shuffles, cameras, dinners, etc. Gift wrap them in boxes and put all items in a big trash bag. As each sales person achieves a goal, hold the bag open and let them pull out a prize. (Or number each box and let your salespeople draw a number.) Each time a salesperson achieves one of your goals, they can draw a new gift. This game can easily be structured to be team-oriented. Divide the staff into teams and each time a team achieves a goal, a member of the team pulls a prize from the bag and everyone on the team gets that same prize. Or have a team outing as a prize. Or have each member grab a prize. These are just a few ways you can take advantage of American’s lust for competition to boost your store’s sales. So … are you game? Related Topics: David Gellersales contestssales gamessales tipsspiffs click to Comment(Comment) Up Next David Geller: Shank Talk Don't Miss David Geller: Repair Man Continue Reading Advertisement SPONSORED VIDEO Wilkerson Testimonials Retirement Made Easy with Wilkerson The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.” You may like This Is How You Close The Luxury Buyer How To Close Virtual Sales Mother’s Day Planning, Spring Cleaning, And More Manager’s To-Do Items for April Promoted Headlines Digital Warrior: A Conversation with GemFind’s Alex Fetanat GemFind A Sales Meeting Platform for The 21st Century The Plumb Club With Average Retails of $250, This Is One Brand You Won’t Want to Miss! 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