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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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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