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The jewelry business is really about building relationships, says marketing specialist Jimmy DeGroot. Good jewelers become their customers’ “friend in the jewelry business.”

But at some point, the business grows to the point that you have to hire other people to serve your friends, he explains in the video below. At that stage, many jewelers struggle to take their business to the next level, and they sometimes wish things could be the way they were.

The key, DeGroot says, is to get your team to build more of those same relationships — an approach that some people call “clienteling.”

The idea is that your people should be moving past the transactional phase — where the discussions center on price, carat and clarity — and really get to know their clients. You’ll be rewarded with more repeat business and referrals.

“Things become a lot more fun,” DeGroot says. “They become more profitable. They become easier.”

And best of all, he says, “Exponential growth happens.”

But to get these results, you have to create an environment that’s conducive to relationship-building. Many store owners, unfortunately, aren’t doing this.

Learn more:


This Approach Can Lead to Exponential Growth for Jewelers

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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