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Manager's To Do

What You Need to Be Doing in Your Business This June

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Lara Bergseth of Idar Jewellers

Week 1 June 5-10

STAFF If you’re at the Vegas shows, phone your local pizzeria and order a couple of deluxe 14-inchers for your staff back in the store. They think you’re living it up, which may be far from the truth, but let them know you’re thinking about them.

Customer service “I always treat everyone like they have a million dollars to spend,” says Lara Bergseth of Idar Jewellers in Victoria, British Columbia (PICTURED). People really appreciate not being judged. I once had a lady send me a note that said, ‘I only spent $1,500, but you made me feel like I spent $15,000. Thank you!’”

MARKETING Father’s Day (June 18) is two weeks away. Begin posting your specials on your website today, then wait a day and send your Dad’s Day promotional e-mail.

SALES FLOOR You should start to see wives and daughters coming in this week (and maybe those slacker sons next week). Don’t forget to ask the girls if they’d like to see a little something special for themselves as well.

Week 2 June 12-17

MANAGEMENT There’s a good chance you were exposed to some great ideas at a trade event in the past few months. Draw up a plan to implement the best of those suggestions before another year passes and you’re again sitting in a trade session thinking, “I should do that.”

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MARKETING On your return from the Vegas shows, mail or email a trends report to customers based on your show buying. Headline it: “Hottest Trends Straight From the Las Vegas Jewelry and Watch Shows.”

MARKETING Start thinking about a summer event. Tie in the food and wine with the source of the gemstones. Become known in the community for bringing in artists or craftspeople or speakers for public events.

Week 3 June 19-24

TECHNOLOGY Take advantage of the coming slow season to familiarize yourself with any new equipment or software you may have purchased. Become a master, not a slave of your technology.

TRAINING Write down one important skill that you can teach each member of your staff. By the end of next week, make sure that you’ve spent at least some time working with each staffer on that skill.

MARKETING Do a mail-out to remind customers about your backroom services in summer. Check that you have the supplies you need to support such a service, including specialty tissue to protect sterling from tarnishing and gold/platinum from scratching; plastic bags to retard tarnishing from air contact; flannels for outer protection; adhesive-style plastic for immobilization for shipping, and white gloves for staff when they take in items.

Week 4 June 26-July 1

INVENTORY Don’t leave your new goods from Vegas sitting in the vault. Get everything priced  and in your cases within a day of its arrival.

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TELEMARKETING It’s been six months since Christmas. Ask holiday-season customers to bring in their jewelry for a free checkup.

MANAGEMENT Invite 10 customers to form an advisory panel for your store, recommends trainer Kate Peterson. Schedule three meetings a year and ask them to discuss what they like and how they would advise you to improve and grow. “Pay” them with lunch and gift cards — and most important, use what they tell you!


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

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Texas Jeweler Knew He'd Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

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Manager's To Do

Capitalizing on Valentine’s Engagement Sales, March Madness Ideas and More Manager’s To-Do Items for March

Your managerial planning for the month starts here.

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Mar. 3-9

BUDGETING Time to get started on making a budget for the 2019 buying season and get ready to trade in old inventory for new inventory. Also, if possible, have an inventory reduction sale to get rid of the dated inventory before going to Vegas.

SALES FLOOR Beware the ex-brides of March! Divorce filings are highest this month. Do you have a script ready explaining why the resale value of an engagement ring may not meet the customer’s expectations? If not, get busy.

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MARKETING Remember all those clients who bought engagement rings in advance of Valentine’s Day? Call to see what their plans are for wedding bands.

Mar. 10-16

MERCHANDISE It’s March. Embrace the madness. The NCAA Men’s Basketball Finals starts on March 17 and runs through to April 8. It’s a great chance to clear out old inventory with a quick Sheer Madness Sale! At the very least, organize a pool for staff.

SHOWROOM Is your custom area as friendly as it could be? Does it feature a gallery highlighting past designs, portraits of satisfied customers, updated displays, appropriate lighting, a signature scent?

Mar. 17-23

MARKETING Hold a Prom Dress Party. Encourage girls to bring their dresses into the store and try on jewelry with the dress. Identify pieces to excite them at prices that will entice a sale (that means jewelry with a big look for less money).

MERCHANDISING Pull out your promotional calendar and view it from the perspective of using the events to manage and reduce specific inventory. Annual customer appreciation sales, trunk shows, open houses, and repair/jewelry remodeling events can all give your finances an even greater boost if you execute them with a view to moving certain items.

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MANAGEMENT Download a time tracker to your phone and start logging how you spend your work life — not because there’s much value in the record you create, but because the very act of recording can have a powerful psychological impact, leading you to use your time much more efficiently. (Warning: Brace yourself to be alarmed at how you fritter away time.)

Mar. 24-30

SHOWROOM In one analysis of a university building in Oregon, workers on the greenery-facing side took 19 percent fewer sick days. It apparently has to do with how we evolved to function best in nature-rich settings. If you can’t knock a side wall out to provide a view of the glorious outdoors, buy a few potted plants to place around your sales floor.

PERSONAL Take an inventory of your tech use and evaluate each item for its usefulness, working on the assumption that if something can’t justify itself, it’s out. Exit the social networks you barely use and get rid of the apps that, when you think about it, have no benefit. Yep, that means Candy Crush may have to go.

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Day of Unplugging, Near Miss Day and More Important March Dates

Don’t miss your chance to have a parade for Mardi Gras.

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20 There’s a reason the Hare Krishnas hand out flowers before soliciting donations — the awesome hold reciprocity has over humans. The psychologist Robert Cialdini notes in his bestseller Influence that we’re so deeply primed to reciprocate generosity that customers who receive a free gift become far more likely to make a purchase “in return.” Since it’s spring, take a tip from the Hare Krishnas and hand out fresh flowers to customers.

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4 Day of Unplugging. The challenge: 24 hours without phone or Internet contact. Can you do it? The benefits are said to be surprising.

5 Celebrate Mardi Gras with a bead party. Cook up some red beans and rice, stick on some music and have yourself a parade.

23 Thirty years ago, a mountain-sized asteroid passed within 500,000 miles of Earth — a very, very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your or your sales associate’s recent “near misses” and debate what may have saved the sale. A lower price? More romance? Bruce Willis?

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Single Tasking Day, Red Carpet Season and More Big Dates for February

The essential jeweler’s calendar for the month starts here.

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4 With more than two billion users, you need to be sure you’ve fully explored the potential of Facebook. On the 15th Anniversary of Facebook’s Launch by Mark Zuckerberg and three friends, adopt the company’s motto, “Move Fast and Break Things,” and commit to shaking things up with your social media marketing. Test some sponsored posts. Get absurdly specific with your targeting. Try a contest. Try more video. Follow INSTORE’s Facebook page at facebook.com/instoremag.

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10 Red-carpet season rolls on with The Grammys today and The Academy Awards on Feb. 25. Slip into fashion-maven mode and get your customers excited about jewelry’s cutting-edge trends with tweets, snaps, posts and blogs.

14 Love with a touch of panic is one way to look at Valentine’s Day. And not just for the guys. If you need ideas, go to instoremag.com and test out our archive search.

22 On Single Tasking Day, let your brain do what it’s been designed so beautifully to handle — focus on one thing at a time: one conversation, one meal, one task, one baseball game.

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