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GENE THE JEWELER always seems to find the least effective approach possible for handling a given area of his business.

And in many cases, the issue is not so much in what he’s doing, but what he’s not doing.

In today’s video, we learn about a couple of realms where Gene really should have processes set up. Namely, sales methodology and accounts payable.

But Gene isn’t taking an organized tack at all.

Staff members use their own sales approaches.

“Everybody has kind of their own method,” says Gene, a fictional character created by jewelry marketing specialist Jimmy DeGroot.

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In terms of vendors, “We pay when we have to,” Gene says. He generally comes up with the money only after the company calls him.

It seems like a chaotic way to run a store, and a hard way to make a profit.


Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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