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Every jewelry salesperson knows you shouldn’t prejudge a customer.

But lots of people, well-intentioned as they may be, do so without realizing it.

In the video below, marketing specialist Jimmy DeGroot explains that when someone comes in and doesn’t look like your “ideal customer,” your body language and word choices often reveal your true thoughts.

The truth is, you don’t know how much a person might be ready to spend. Focus on building relationships with your customers rather than prequalifying them, and you never know what might blossom.


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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Gene the Jeweler

Gene the Jeweler Explains How to Fire People

In this episode of Jimmy DeGroot’s "Gene the Jeweler", Gene talks about how to fire people when necessary. He admits that confrontation is not his strong suit. His suggestion: Maybe being passive-aggressive for years on end will work?

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Jimmy Degroot

Video: When Should a Jeweler Fire Someone?

A bad employee can poison your business.

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WHEN SHOULD YOU let an employee go?

A bad employee can poison your business. The person can drive away co-workers and even cause you to lose customers.

In the video below, Jimmy DeGroot explains that you’ll eventually than yourself for getting rid of a staff member who is no longer a fit for the organization.

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Jimmy Degroot

Video: How to Hire the Best People for Your Jewelry Store

Candidates in their 20s and 30s think differently from older generations.

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FINDING GOOD EMPLOYEES is difficult for jewelers everywhere, says jewelry store training expert Jimmy DeGroot.

Part of the reason is that candidates in their 20s and 30s think very differently from people of earlier generations.

In the video below, DeGroot explains how to identify, hire and retain the best people.

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Jimmy Degroot

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store

Boost your cash flow and profitability — along with your employees’ careers.

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YOUR EMPLOYEES should be selling at least 10 times their pay, says jewelry store training expert Jimmy DeGroot.

No excuses.

But sometimes that’s easier said than done.

In the video below, he explains that there’s one surefire way to help them improve. It will boost your store’s cash flow and profitability, and it will help your employees to enjoy their work more.

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