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THIS YEAR IS DIFFERENT. There, the obvious has been stated. So now independent jewelers have an opportunity to capitalize on a major development over the past year: RELATIONSHIPS. People are buying more real Christmas trees than ever before to compensate for Covid blues. They haven’t taken their $10,000 vacations. They’ve been forced to work on relationships more now than ever. So we should be growing our relationships with them as well. Definitely keep doing your advertising, but add one very important element: five contacts per day.

This morning I received a text from a jeweler. “Hi Jimmy. This is Kenzie with Feldstein’s. Christmas is coming up. If you want to get something for Sharon, I’m here to help! Maybe a matching bracelet or necklace to the earrings you gave her last year.”

WOW! Now do you think that was a neat little text? A typical guy like me would view this as an opportunity to get something checked off my list and by a professional with a fashion sense that knows exactly what Sharon is wearing. I have to believe a very high percentage of these texts are going to end in sales for Feldstein’s.

All you need to do is get your team to commit to five contacts per day. These can be emails, texts, good old fashioned hand written notes or direct messages. Yes we will be busy with who is coming through the door today.  But if we eak out 5 contacts per day per person, we could really make an impact on December sales beginning immediately.

You can enjoy 10-minute sales training videos through jewelrystoretraining.com. These are weekly training videos to keep your team engaged and growing all throughout the year.

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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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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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