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Manager's To Do

3 Marketing Tips and More Manager’s Advice for April

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Apr. 2-7

TRAINING Hold a mini-conference right in your own office. Assign each staff member a topic for a 5- to 10-minute presentation. Extra team-building points if you make the event a pot luck!

SHOP Go through your jewelers’ bench and findings cabinet and melt or return findings that are more than one year old. Just like inventory, findings have turn and age, and if you haven’t used it in a year, you probably won’t ever, says repairs guru David Geller.

INVENTORY “Get into Balance to Buy or The Edge Pulse and run a report on fast sellers from last February and March with ‘0 on hand’ and reorder those items or some in a similar category or price point.” 

Apr. 9-14

APPRAISALS Use the slow months (April, July-September) to check client files to see who needs to have an appraisal updated. Send out a postcard reminder.

STAFF Ask employees for their summer vacation requests. And while you’re working on a roster, book some time off for yourself.

MARKETING Call a brainstorming meeting for Mother’s Day (May 14). Dad and child evening? Mom and daughter event? Cross promotion with a spa? Bring a list of ideas to the meeting.

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INVENTORY Scan your showcases. It’s time to make room for the upcoming buying season. Might also be time to look into launching that eBay account to clear those duds of yore.

Apr. 16-21

GENERAL Invest time in finding places where you can differentiate your business. These can be big and small. What does your door handle look like? What’s your telephone answering machine message sound like? What’s your 404 error page say? Could you make your cash register receipts more fun? Think of the power of 1,000 points of differentiation. And get busy.

MARKETING There are a string of mini-selling dates coming up including prom season, communions and graduation. Draw up a schedule for case displays and email bulletins.

Apr. 23-28

OPERATIONS Is your phone in a public part of the store? See if you can’t move it to a more private spot where conversations can remain confidential and won’t interfere with sales on the floor.

MARKETING Do you have traffic that goes behind your business? Yes? So, do you have signage behind your business that’s designed to draw that traffic? No? Mary Gillen of IdeaSiteForBusiness.com suggests you get busy. Check out the traffic flow around your location and place signs strategically to attract the attention of the busiest traffic flow.

INVENTORY Run some reports from last year’s bridal season. Your emphasis should be on wedding bands, bridal party gifts, and the mother of the bride, which is a growing category for many stores.

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SPONSORED VIDEO

Gene the Jeweler

It Was Hawaii Day at Gene the Jeweler’s Store … Or Was It?

In this episode of Jimmy DeGroot’s satirical Gene the Jeweler series, Gene learns that it was Hawaii Day at his store. At least that’s what his employee, Jeremy, says. But Jeremy’s answers aren’t quite adding up. It’s hard to say what this “Hawaii Day” was really all about.

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Manager's To Do

Fun, Sun and Strategy … And More Manager’s To-Do Items for July

Your managerial planning for the month starts here.

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June 30-July 6

MANAGEMENT Summer is a time for fun, sun and strategy. To help you, a question to ponder from business author Jonathan Byrnes: Do we have bad profits? “Some investments look attractive, but they also take the company’s capital and focus away from its main line of business,” he explains.

COMMUNITY INVOLVEMENT It’s parade season. Dust off your store mascot suit and join in the Independence Day festivities. You’ll be spreading a message of fun, community involvement and jewelry care.

July 7-13

OPERATIONS Are there some summer days when you show up and just pretend to work? This month, experiment with an abbreviated week. Knowing you have less time to get things done might just prompt a burst of productivity — and give you the chance to better enjoy the warm months.

SECURITY Place height markers along doorways so police looking at surveillance footage can determine how tall a robber is.

OPERATIONS You should have this already, a file documenting employee performance through the year. Actually, you should be tipping your workers off about how they’ll fare in their annual reviews. This keeps everything moving along smoothly, and you avoid those dreaded showdowns when employees get defensive. This is also a good time to plot your compensation plans.

July 14-20

PROMOTIONS Try a vault sale: Take older merchandise and offer it to your best customers at “incredible” discounts. Clients love it and often buy a number of items.

TRAINING Improve your staff’s question-asking skills with the Probing Game. Staff stand in a line, facing you or your sales manager, who kicks things off with the statement, “I’ve been looking for something for (insert occasion).” The first associate must ask a probing question about the customer’s needs, wants and desires. Fail to come up with one, and they sit down. Probing questions must be open-ended (who, what, when, where, how, why or tell me about your husband/wife …). Yes/no questions result in instant expulsion. Winner is last one standing.

July 21-27

TRAINING Discuss how to use company stories during sales presentations. Highlight how selling yourself and your store is just as important as selling the merchandise.

SERVICES If you don’t already, look into providing “Jewelry Box Reviews.” For $25, offer to evaluate a client’s fine jewelry collection to identify repair items, custom restyling options, and to document for insurance and estate purposes. It’s often a gateway to a series of custom design projects or repair jobs, appraisals, and gold and diamond buys.

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Halfway Point of The Year, America’s Birthday and More Important July Dates

And mark Seinfeld’s cultural anniversary with an event “about nothing really.”

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5 If your customers are “thirty-something singles with vague identities, no roots, and conscious indifference to morals,” then they’d probably respond to a Seinfeld night to mark THE 30TH ANNIVERSARY OF THE PREMIERE of the groundbreaking TV show. Just tell them it’s basically an event about nothing — a few beers, peruse the cases and wonder if George should have bought a Superfit ring.

2 At noon today, THE MIDPOINT OF THE YEAR, the first half of 2019 will give way to the important business end. Get out your notes from your January planning meetings and see what adjustments, if any, need to be made to your business plan.

4 On AMERICA’S BIRTHDAY, put together a collection of independent American jewelry designers using American gemstones.

24 It took 63 years for Father’s Day to go from whimsical thought to presidential declaration. Who is to say COUSIN’S DAY won’t make the big time as well? Start promoting.

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National Selfie Day, Audio Book Appreciation Day and More June Dates to Mark

Happy Birthday to You: The world’s most sung song turns 160.

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21 What was once considered a petty self-indulgence is now viewed as a powerful marketing tool. Ahead of NATIONAL SELFIE DAY, draw up a strategy to get your customers to take more photos of themselves showing off their new jewelry or of themselves in front of any background featuring your business name. The ultimate goal is to get them to post the images on their social media pages.

1 During AUDIOBOOK APPRECIATION MONTH, do a Google search for “bestselling business audiobooks” and catch up on some of the great management advice that’s been published in the last few years.

19 The WORLD’S UGLIEST DOG CONTEST is held today. Hold a similar competition. Ask your staff to vote for what they believe is the most aesthetically challenged piece of jewelry in the store. Offer a spiff to whomever can sell it by the end of the summer Dog Days (Aug. 20).

27 “HAPPY BIRTHDAY TO YOU” turns 160. Offer to send a singing telegram to anyone who buys a gift for a loved one who shares a birthday with the world’s most sung song.

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