Connect with us

Manager's To Do

What You Need to Be Doing in Your Business This July

mm

Published

on

July 3-8

MARKETING Invite any and all customers to bring their diamond ring in for a free professional cleaning. What’s the investment cost? Time and cleaner. And you’ve probably got a bit of the former to spare right now.

SALES “I cringe when I hear, ‘How are you?’ I absolutely cringe,” says Gennifer Flaxman of Bernie Robbins in Marlton, NJ (PICTURED). “I take the old school approach to building rapport — I comment on someone’s hair or jacket — because if you’re genuine about it, it really works.” 

CUSTOMER RELATIONS Master “trick packaging” — gift wrapping that makes the recipient think they’re getting something else. It’s a great way to build relationships with gift buyers.

MARKETING Hire a pro (or ask a talented amateur) to take photos of your store and team. These are valuable marketing tools you can use in a variety of situations: when meeting new vendors at trade shows, dealing with local press, or even submitting your store into next year’s “America’s Coolest Store” contest.

July 10-15

TRAINING If you’ve always associated lounging on the couch watching QVC with gross unproductivity, think again. The presenters on shopping channels are highly-trained, they have extensive product knowledge, the ability to forge a connection with customers and a “story” about what they’re selling. These are things so many salespeople elsewhere are missing. 

Advertisement

SAFETY Stage an advanced fire drill. Simulate a blocked exit and unconscious staff member. Critique staff performance.

EQUIPMENT Check all gemological testing equipment to make sure it’s calibrated properly,

SALES FLOOR Replace worn counter pads used to demonstrate jewelry. Tattered or battered tools hurt the perceived value of your products.

July 17-22

OPERATIONS Get your inbox organized, with some help from productivity guru Dave Allen. From now on, view your inbox as a repository solely for “Active” tasks, meaning things that need addressing. Everything else should be deleted or viewed as a “Reference” matter (receipts, photos, thank-you notes from customers — and archived; you can find them when you need them). 

WEBSITE Improve your 404 error page. The Web has a ton of fun and clever examples that could inspire you to come up with something memorable.

INDUSTRY If you haven’t visited for a while, log on to instoremag.com and spend some time at our constantly improving website — more, news, advice and dialog than ever, and lots of archived material as well.

Advertisement
July 24-29

SELF-IMPROVEMENT What’s the best month to try to change your life? It’s just ahead of us, in August. Unlike the stressful New Year period, in August the kids are back at school, people have returned from vacation and it’s easy to establish a routine that supports your new goals.

OPERATIONS Streamline your working life. Throw out all the stuff from storage under the showcases, says Ruth Mellergaard, principal at design firm GRID/3.


This article originally appeared in the July 2017 edition of INSTORE.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Not GOB (Going Out of Business) but TMM (Too Much Merchandise)? It’s Wilkerson To the Rescue!

With a remodeling project looming, the time was right for Steve and Linda Hammalian, owners of Little Treasure Jewelers in Gambrills, MD, to call in the Wilkerson pros. The couple needed to liquidate excess, aging inventory. Steve says he’d totally recommend them. “Wilkerson offered a comprehensive solution in terms of advertising, in terms of on-site presence and for their overall enthusiasm. They’re also really nice people.”

Promoted Headlines

Manager's To Do

Add These Dates to Your To-Do List to Ensure a Productive May

Mother’s Day, the Vegas shows, summer and more guarantee it will be a busy month.

mm

Published

on

May 5-11

SALES Everything should be in place for Mother’s Day (May 12). Remind salespeople that it’s a fantastic opportunity for add-on sales in the form of matching jewelry. What have you bundled for dad and daughter to buy together for Mom?

PLANNING If you’ve typically taken your annual vacation in July, why not shake things up a bit and opt for vacation in August this year? Who knows what your community’s jewelry needs are like in July if you’ve never really been present.

STRATEGY Vegas bound? (JCK begins May 31.) Hunker down with your POS system. Be clear on what you are trying to achieve at the show. What are your goals? To attract female self-purchasers, expand your bridal clientele with new bridal product, increase margin with in-house branded collections? (And keep an eye out for our June trends guide toward the end of the month at instoremag.com — it could be a huge help.)

May 12-18

MANAGEMENT Start meeting with staff at least monthly to share three “good things” to build on and three “development areas.”

MARKETING Your best customers are your current customers. Identify your 200 top customers. Draft a plan to market to them in the second half of 2019.

SECURITY Hotels in Vegas make it clear they are not responsible for loss or theft of items brought into their property. If you travel with goods, look into getting insurance.

May 19-25

OPERATIONS Hurricane season is ahead in many parts of the country. Run through a checklist to ensure that your bad weather protocol is up to speed.

BUYING This year, be organized and professional in front of your vendors in Vegas — prepare all your reports and forms. Re-confirm your appointments, and get cell phone numbers so you can contact them if you need to.

May 26-June 1

BUYING In Vegas, make a point to visit the Design Atelier at Couture and The Design Center at the JCK Show. The talented designers in these sections create jewelry unlike anything you may have seen, which will engage your most consistent clients while also opening up new markets.

SHOP Slow season project: Take photos of all waxes not already in your CAD library and add them.

MERCHANDISING With summer on the way, Larry Johnson says redo the props in your showcases to give a fresh look. Throw away those seashells in the pearl case and replace them with props that show your customer all the places in town where she can wear those beautiful pearls.

Continue Reading

Calendar

May Day, Sea Monkey Day and More Important May Dates

One is a day to remind yourself that ultimately, you’re selling emotional benefits.

mm

Published

on

1 Elsewhere, the proletariat may be standing shoulder-to-shoulder on May Day, singing “L’Internationale” to show solidarity with their daily toil, but in the good ol’ U.S. of A, that’s not considered politically correct. In place of class struggle, tell your staff you want to hear what can be done to make your store a better place to work. Ask your employees to come up with three small things each that would make their working days more pleasant. Implemented right, small things can go a long way to making employees feel empowered, involved and happy to be at work.

4 AUDREY HEPBURN, who was born on this date 90 years ago, did more for little black dresses and diamond earrings than anyone else in history. Mark the occasion with an invitation-only morning event with your favorite customers.

14 The BIRTHDATE OF THE BUDDHA is a perfect time to focus on what works and let go of the rest. Invite input, keep an open mind, and act to de-clutter.

16 It helps to be smart in your marketing, but bold is so much better. Remember that today as the world celebrates SEA MONKEY DAY — a briny nod to the power of selling emotional benefits.

Continue Reading

Calendar

Siblings Day, National Volunteer Week and More Important April Dates

Seize on this date to own the ideas of truthfulness and trust in your community.

mm

Published

on

10 Sure, sometimes they wouldn’t surrender the TV remote, and you had to wear red because they got the blue top, and they never seemed to do their fair share of the dishes … But they are also the only other people on the planet who understand what weirdos your parents are. On National Siblings Day, remind your customers of all this. Siblings are like the best friends we never asked for but are really glad we have. They deserve a nice surprise gift — in red.

7 On National Volunteer Week, pick up litter on roadsides or in your local creek, serve food to homeless, repaint the children’s shelter; do something to give back to your community.

14 On Be Kind to Lawyers Day, send a cheery note of thanks to yours for their hard work keeping your business safe from legal jeopardy.

30 Those honored on National Honesty Day are given “Abes” to mark their commitment to truthfulness. Sponsor an event at a local school. Own the ideas of truthfulness and trust in your community.

Continue Reading

Most Popular