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Manager's To Do

What You Need to Be Doing in Your Business This September

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Week 1Sept. 5-10

MARKETING In the era of local search — and especially when it comes to bridal customers — it’s crucial you settle on one name for your company. For example, is it “Jeff and Jane Jewelers LLC” or is it “J&J Jewelers” or some other variant that has arisen over your store’s life? If it isn’t always the same, search engines get confused and wonder if these are the same or different businesses. End result? Your ranking suffers. Make a choice and stick to it.

ONLINE For similar reasons, set aside an hour to ensure all of your online information is correct at Google, Yelp, Yahoo, etc.

INVENTORY Is your loose diamond box full? Do you have three choices at every price/size level? Do you have enough carat-plus diamonds? Finally, make sure that you are replenishing in concert with your strategic plan. For example, if you want to build your bridal business, be aggressive in replenishing those SKUs.


WEEK 2

Sept. 12-17

COLLATERAL Guys often buy engagement rings with moral support from guy friends. Choose a selection of guy-friendly videos or sports channels to ensure they don’t get bored. A selection of frothy refreshments doesn’t hurt either.

CRM Can’t afford a fancy CRM system? Create customer profile cards. Be sure they are updated after every customer engagement, not just sales. Complimentary engagement-ring cleanings every six months or year are still one of the best ways to get customers back in the store.

DISPLAY Are your windows working effectively to support your bridal sales? Here’s a good rule of thumb: If your store gets foot traffic, use small props; if it gets drive-by traffic, oversized props work best. Most important, change things around often. The less often you present new looks, passers-by will stop looking.

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WEEK 3

Sept. 19-24

STAFF Do you know who your best diamond salesperson is? Ensure he or she gets the opportunities to sell diamonds before anybody else. And look into specific diamond training for the rest.

MERCHANDISING Everyone gets the urge to pile on merchandise, but displays, especially expensive goods, always look better when they are given the appropriate space. Walk around your bridal area and ask yourself if each item is relevant to your cause. If not, get rid of it. Your bridal area should be pristine.

SECURITY Smash and grabs are on the rise. Get your cases laminated.

DISPLAY Organize your bridal diamond case into groupings that match how your sales presentations flow, urges display expert Larry Johnson.


WEEK 4

Sept. 26-Oct. 1

MARKETING Place scrapbooks containing thank-you cards and photos from weddings and engagements that you’ve provided jewelry for. Why? Because nothing emphasizes that you’re trustworthy more than a photo album of happy customers on their happiest day.

SALES FLOOR This month, make an extra effort to listen to how your staff interacts with bridal customers. Focus on the words they use to describe merchandise and build perceptions of value. Remember that to be effective, feedback needs to be specific, actionable and timely.

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This article originally appeared in the September 2016 edition of INSTORE.

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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.

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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.

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May Day, Sea Monkey Day and More Important May Dates

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

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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.

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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.

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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.

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