Sales Strategy
Jimmy DeGroot: Be The Jeweler They Remember | July 01, 2025 (0 comments)
Appleton, WI--Last Friday during morning training, we talked about something Harry Friedman once said, “Salespeople have to be memorable.”
I know this seems like an obvious sentiment, but when was the last time someone sold you something and remained prominent in your brain? Perhaps it was a kindness, a very helpful hint, or maybe even a memorable gesture.
In our meeting, Kim nailed it when she said that what sets her store apart is showing customers their diamond under the microscope. Not just any diamond, their diamond, the one they’ve chosen. They point out characteristics and explain clarity so the customer feels a sense of ownership and trust in Dream Jewelers. That’s memorable. Another store I know of strives to delight every person who walks through the door by offering complimentary cleaning. They walk over to the customer with a tray and ask if they would like their jewelry cleaned. They encourage the guest to “take it all off.” Then they return later with the same tray of cleaned jewelry and a chocolate truffle for each guest. It’s small, but powerful.
So what’s your thing? What’s your diamond under the microscope? Your truffle? It doesn’t have to cost a dime. It can be as simple as a memorable statement every salesperson makes. It’s worth having a team meeting to ask your team about a sale or salesperson that delighted them recently and discuss how you can make memorable moments happen every single day in your jewelry store.
Now, let’s go out there and be the one they remember.
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 jimmy@trainretail.com or call 920-492-1191.