Sales Strategy

Jimmy DeGroot: Created Sales is the Role of Today’s Jewelry Professional February 11, 2025 (0 comments)

The days of sitting in the jewelry store, waiting for customers to walk in are over. Unless of course you’re in a high traffic area and you’re busy enough just helping the throngs. But even in that case, there will still be down time, and sales professionals must be actively creating sales.

The key words here are sales professionals. Sales clerks wait for people to walk in. Sales professionals create sales from thin air.  

An essential strategy is asking for referrals. It’s not pushy; it’s as simple as asking customers if they know someone who might be looking for a ________. You might get a new lead. Or you might get a “No, not that I can think of.” Either way you win because if you get a lead… well yay! If not, your customer will know you take your career seriously. Additionally, when sending thank-you notes, include a few business cards. These small gestures can open doors.

Another game-changer is personalized follow-ups with sincerely crafted communication. Not Ai generated Hallmark card copy. Consistently culled customer information in order to track purchases and special dates, and then offer timely gift suggestions or appointment reminders. Show genuine interest in their lives by remembering personal details from past conversations. This turns a transactional customer into a lasting relational customer.

Exceptional customer service leads to invaluable word-of-mouth and reviews. A heartfelt thank-you note, or thoughtful follow-up text often turns happy customers into enthusiastic ambassadors for your brand.

Great sales professionals take their careers outside the store by getting involved in community activities, carrying business cards and sincerely engaging with as many people as possible. Remember, building connections is key. A proactive, professional approach to sales will not only drive revenue but also create meaningful, long-term customer relationships.

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.