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Shane Decker

Use This Sales Tracking Chart To Drastically Improve Your Team’s Performance

It will show you where your sales staff needs training.

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THE AVERAGE CLOSING ratio in U.S. jewelry stores is 27-33 percent. How can you improve upon that? The answer can vary not only by store, but by salesperson. That’s why I’ve developed the sales tracking chart you see illustrated to the right.

Every morning, each salesperson should pick up a new form. On it, they will track every sales opportunity they have for that day: every battery client, every repair, every sales presentation. Each area should be marked “yes” or “no.” At the end of the day (and measured over time), you will discover where you need to do the most training.

sales tracking chart

The first two areas are self-explanatory: Was the “sweet spot” (10-15 feet inside the front door to the right of the customer) covered, and was the customer greeted within five seconds by the team member standing there? Next, was the customer there for a repair?

The fourth box tracks whether or not the sale was closed, and the next column tracks if the client was T.O.’ed or team-sold. Assuming they were, the salesperson should also record who came in to help. Now the manager can track who each salesperson has the most success working with.

Write “yes” in the next column if you close an add-on sale. Remember, add-on sales only take 30 seconds because the client is in a buying mood. Try for a 10 percent or better closing ratio with add-ons.

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Write “yes” in the “Wow” column if you show the client an incredible diamond, piece of jewelry or beautiful timepiece before they leave. People buy on impulse all the time, and wowing is something your competitors never do.

There are also columns for gathering information, walking the client to the door and giving him or her two business cards, and follow-up after the sale. Then there is a column for “servant seller”. This is a sales associate who serves as a runner so that the primary salesperson doesn’t have to leave the client. The servant seller can go in the back to polish jewelry, bring needed tools or items, or serve a beverage. Mark “yes” if someone served in that capacity. The last column is whether the salesperson called in the sales manager or owner for a team-sell.

Your salespeople should fill this out right away after they finish with each client. It only takes a few seconds. Always fill it out with total honesty. If they don’t fill it out accurately, you don’t get the information you need for training. If you’re not honest with yourself, you can’t grow in the areas of your weaknesses.

The chart allows you to set goals for team-selling, wowing, adding on and changing bad habits. Most importantly, it changes the client’s experience.

Shane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at [email protected].

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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