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Jimmy DeGroot: Do you know every showcase in your store? |  October 25, 2023 (0 comments)


Green Bay, WI--One of the foundational habits of successful retail sales professionals is your unwavering commitment to mastering product knowledge. A deep understanding of the products you sell empowers you as a sales professional to provide customers with accurate information and tailored recommendations. Being an expert in what you offer is essential.

The ability to answer customer questions, offer insightful comparisons and explain the unique selling points of products boosts customer’s trust and their perception of value. So, get familiar with everything in your store. Take one case or brand each day until you’ve learned as much as you can about those products. If you focus on one per week in your store meetings, often you can have the whole store covered in a year. 

I’ve seen stores that have created a large binder with tab dividers for each brand they carry. The cover page for each brand lists bullet points of that brand’s features. This way people can easily grab that binder when they have a moment and get great product knowledge. I’ve seen stores go so far as to create Excel spreadsheets on who knows what brands. The goal of course is to get everyone up to speed on all products.

To see where your store is at, walk up to a showcase and ask everyone to list the features, special order times and manufacturer's custom-ability of what in that case. a lot about your store and your team by asking simple questions.

James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Having been in management and the jewelry business for over 20 years, Jimmy offers weekly training to jewelers nationwide via the Train Retail website. Jimmy is an AGS titleholder and specializes in training relevant and timely methods for jewelry teams. He can do a full training on making Bridal Presentations the best they can be, among many other regular training options. Contact Jimmy at or call 920-492-1191.

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