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Manager's To Do

Sales Incentives, Website Tips and More Manager’s To-Do Items for June

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June 3-9

LEARNING If you’re in Vegas for the JCK shows, take in as many educational shows as you can with a goal to kick some life into big-ticket diamond sales. The wedding and anniversary seasons are on their way. Be sure to take home some fresh approaches to try this year.

Cash Flow “I run a P&L and balance sheet weekly, as well as a cash needs forecast; it helps to understand how your business is trending and catch problems before they hurt your business.”

OPERATIONS It’s warming up outside and your staff’s thoughts are turning to their vacations. Set an ambitious store target for Father’s Day (June 17) with the promise of a day’s paid leave for everyone in August if the team achieves the goal.

June 10-16

MERCHANDISING Create fashion jewelry islands around the store to highlight that costume jewelry you got in for the summer months.

TAX Tax filing requirements are a major headache for small business owners. Stay on top of your obligations by signing up for the IRS’s tax calendar at tax.gov/calendar. Unlike the agency, it’s user-friendly.

SECURITY Do a mid-year review of threats and areas of vulnerability, including a test of your store’s motion-detection system.

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WEBSITE Does your website have a favicon — the little icon that appears next to the URL in a web browser — like Facebook’s blue “F”? It’s a small but noticeable professional touch that’s not too hard to do yourself. Create your 16-by-16 pixel square masterpiece, name it favicon.ico, and place it in your web server directory. Bam, you’re looking better already!

June 17-23

ADVERTISING Father’s Day is done. Your ads and website should shift to get male customers thinking about buying anniversary presents.

MERCHANDISING Has a customer ever asked you what your store’s name is as she is writing a check? You may need to boost name recognition. Start with a few nice signs in your cases, and then check your other collateral (jewelry pads, store sign, etc.).

SALES Meeting topic: Discuss how to improve customer service. Brainstorm the top 20 reasons why a customer should buy from your store.

June 24-30

TECHNOLOGY It’s time for some computer housecleaning. Get that desktop down to no more than a dozen folders or shortcuts. Set up new filters to take care of any new newsletters you may have signed up for in the last year or so.

MANAGEMENT Set yourself a target of reading one business book a month for the next quarter. Some of our favorite bestsellers: The Captain Class by Sam Walker, If You’re In A Dogfight, Become A Cat by Leonard Sherman, and Stealing Fire by Steven Kotler and Jamie Wheal.

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ONLINE Slow season means experiment season. Try a social media auction. Choose a nice piece and an even nicer starting price with all bids to be posted as a comment and in $5 increments. Set an end date and time and watch the excitement build.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Manager's To Do

Holiday Social Media Tips, How to Keep Spirits Bright, and More Manager’s To-Do Items for December

Be sure your staff are prepared both mentally and physically.

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Dec. 1-7

REPAIRS Make sure all staff are aware of your cut-off dates for accepting repairs and special orders for Christmas. Stick to it 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.)

MARKETING Start posting photos of your two best-selling jewelry pieces on Facebook each day. Post the first when you open, and the other around 3 p.m. Launch three new Pinterest pages: Last-minute gift ideas for her; Last-minute gift ideas for him; Gift ideas under $100. Ask each of your employees to post at least one photo a day to your store’s Instagram account (and don’t forget the hashtags!). Watch for feedback and keep the conversation going.

DIAMONDS Get on the phone to diamond reps and get in more memo diamonds so you have time to work with those early shoppers before the chaos sets in. Every sale you make now in the first half of December is found money.

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Dec 8-14

TRAINING Changes in small behaviors can have huge results. Each day, ask employees to keep in mind one specific behavior. It could be mimicking, maintaining eye contact, smiling, getting customers to try on items, getting permission to follow up, and asking “So … who else is on your list?”

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.

Dec 15-21

HEALTh “Research studies say that low blood sugar levels are associated with lower overall blood flow to the brain, which means bad decisions,” says Dr. Mark Hyman, author of The Blood Sugar Solution. To keep your blood sugar stable, Hyman suggests eating a nutritious breakfast with some protein like eggs, protein shake or nut butters. Then have smaller meals throughout the day.

Dec 22-28

SALES FLOOR Take some of the stress out of last-minute shopping by offering food, drink and good music. Even if you’re not having an official Christmas Eve party, make sure that there’s nourishment (of the literal and spiritual kind) to keep the stress low and the spirits high.

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

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Dec 29-Jan 4

CRM 2019 is almost a wrap. Send out thank-you cards to every customer, even those who just bought a battery. For your best customers, make follow-up calls (or send texts for younger customers). “So, how did it go?” If not well, tell them to come in and take advantage of your exchange policy.

RETURNS Say it three times: Returns are good, returns are … Yep, return week is upon us. Handle it well and those customers will return, too.

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Cyber Monday, Tick Tock Day and More Important December Dates for Jewelers

Be ready with the right questions on Christmas Eve.

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24 Jewelry: a gift that communicates thoughtful reflection, even when it’s bought at 6:55 p.m. on CHRISTMAS EVE. A certain kind of man knows this. He’s the Last-Minute Man, and there are a lot of them (21 percent of men don’t even start their shopping until the Saturday before Christmas). Coupled with their tardiness, they tend to be clueless. Coach your employees to ask about the colors that spouses or partners wear, whether they prefer gold or silver, and if they favor big or small earrings.

2 CYBER MONDAY is the No. 2 shopping day, reaching $7.9 billion in sales last year. Be sure to highlight a few specials on your website. Shoppers will be looking for them.

4 ROCKEFELLER CENTER HITS THE SWITCH on its landmark Christmas tree today. You should too. Customers want to see lights, decorations and reindeer carved from ice.

29 Today is TICK TOCK DAY as 2019 winds down. Quickly knock off one or two of those important but not urgent things that have been loitering on your to-do list.

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A Good Idea for Thanksgiving, and More Important Dates for November

Includes a fitting tribute to the quiz show Twenty Questions.

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2 The quiz show TWENTY QUESTIONS MADE ITS DEBUT on national television on this day 70 years ago. Mark the occasion by brainstorming 20 questions to get your customers talking. Sami Fine Jewelry in Fountain Hills, AZ, came up with a list that ranged from icebreakers like “What kind of pets do you own?” to those with a specific sale in mind: “How would you like to be a hero for under $100?”

19 Mark management expert PETER DRUCKER’S BIRTHDAY by saying no to something that you feel is vaguely important, but if you were to be brutally realistic, you don’t have time for.

28 Get in the spirit of THANKSGIVING by sending a goodie bag to your best 50 customers (be sure to include a coupon). It’s likely they provide an outsized contribution to your success.

29 It’s showtime! BLACK FRIDAY marks the traditional start of the shopping season. Spur your holiday sales with a special coupon mailed to your customer list.

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