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When you spend your days immersed in the jewelry business, it’s tempting to throw around a few terms of the trade.

But in most cases, using jargon won’t help you make the sale. In fact, it’s likely to alienate your customer, says marketing specialist Jimmy DeGroot.

In the video below, DeGroot explains that your job isn’t to impress anyone, but to serve your customer’s needs and make a friend. Only in specific cases will using technical terms be helpful.


Video: You Know a Lot About Jewelry. Here’s Why You Should Keep It to Yourself …

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 | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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