With only 107 shopping days left before Christmas, Scott Ginsberg addressed jewelers at The SMART Jewelry Show Dallas on Saturday.

Ginsberg, is an author, approachability expert, and Guinness World Record-holding “Nametag Guy” for wearing a nametag all day every day for the last 4,329 days.

In his session, called “The Power of Approachability” shared some of his ideas for helping jewelers make deeper impressions and form stronger connections with customers. A few highlights:

• How social connections have changed over the years. “I always used to hear ‘It’s not what you know, it’s who you know’. Then I heard ‘it’s not who you know, it’s who knows you’. But now I think it’s something different: whose life is better because you know them?”
• Embrace change: “What’s the first word out of your mouth when people bring crazy ideas to you? Can we do this tomorrow? No. Security!”
• On the magic word that always works to buy you time when you don’t know what to say: “Wow.” Somebody says something and you don’t know how to answer. Say “Wow.” I lost my job and I’ve got a really small budget. (DOWNBEAT) Wow. We’re getting married next year. (EXCITED) Wow!”
• With all the bad news out there, keeping your store news and attitude positive is important. “What if on a day of negativity, your store could be the beacon of light of positivity?”
• On the most common misconception about social media: “Social media is not a sales tool. It’s a hearing aid. It’s a listening platform.”
• Possible research project for jewelers: “Have you ever searched for the phrase “I hate this jewelry because …”
• Find a way to demonstrate to customers how much you care about them. “You sell commitment devices. You need to wear one too. You need to have something that shows your customers you’re committed to them.” (Scott’s personal commitment device? The nametag tattoo he wears on his chest. Yes, it’s real. And that answers the question about how he still continues to extend his nametag-wearing record while in the shower or at the beach.)
• On consistency: “Everything matters. Everybody’s watching. Everything’s a performance. That’s why consistency is so important. Consistency is far better than rare moments of greatness.”
• “Wow is the difference between expectation and experience. If you can explode that gap, you win.”

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