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Shane Decker

What Jewelers Should Do Now To Prepare for ‘Business As Usual’

You have more time than ever to train your staff.

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TO BE PREPARED to get our “normal” back and not ever take for granted what we have, you have to raise your bar to be better than you’ve ever been. This is what you have to start doing now:

  • Planning
  • Preparing
  • Practicing

Even though it’s difficult, you have to have a great attitude. We will get through this, but the better your attitude is, the quicker your recovery will be. Your actions can make this better or worse.

You have to be a motivator for your team (and for your clients). Look for the good. Focus on strength. Have a smile. Prepare and plan for the best.

Now is the time for teaching and training. After all, you have more time to spend with your salespeople than ever. You can use video conferencing to hold sales training meetings on gemological knowledge, selling by sales personality, the “absolutes” of selling, closing, handling objections, and team-selling (visit ex-sell-ence.com for past articles on these subjects).

The more time you spend with your team, the more they’ll be prepared when they get back into your store. When your clients come in, they should see a more improved, gracious and humble team.

Be an encourager to everyone on your staff. A leader has a quiet strength that builds others up. It builds their trust in you, and they will believe in your guidance. They need to know that you value them and you’re there for their support. They need to know that you know you couldn’t have a business without your awesome team.

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Clienteling now is more important than ever, but don’t contact clients to tell them about events and services. Now is the time to send a text or make a phone call just to say that you value them as clients, and that it’s an honor to take care of them when they come in. When this is all over, ask them to come in for a free clean and polish. Tell them to come in for a coffee and a chocolate chip cookie and just to talk. Ask them about their family.

Status quo is gone forever, and stores that stay with status quo will close. What you put into this now is what you’ll get out of it. So plan, prepare and practice.

Remember, we’re in the middle of bridal and anniversary season. People are still going to fall in love; people are still in love. They’re still going to get engaged and celebrate anniversaries and special occasions. Now is more important to be here for them than ever before.

I want the industry to know that I’ve been praying for diamond dealers, vendors, manufacturers, owners, managers, jewelers, and salespeople every day. (And if I’ve left anyone out, that’s not my intention.) I love this country and our industry very much.

I hope you will join me in praying for our country, for your city, for your clients, for your store and for your team. Call me and I will help you with anything I can. My number is (719) 488-4077.

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Shane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at [email protected].

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Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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