Sales Strategy
Jimmy DeGroot: Don’t Fire the Doorman February 12, 2026 (0 comments)
Appleton, AI--In Rory Sutherland's book, Alchemy, he gives a beautiful example as Vice President and Chairman of Ogilvy UK of how firing the doorman could make the least financial sense when it comes to providing a delightful experience to visitors.
He tells of how the financial arm of a company might argue that paying the doorman a salary and benefits is a huge waste of money because if his job description is merely to open the door for guests and residents, he could easily be replaced with an automatic door, thus saving the company thousands.
While this move may look good on paper, it's a devastating move to make without considering the benefits a doorman provides. He can hail a cab, welcome guests with a smile or polite conversation, be a gatekeeper for security, assist with baggage or provide an umbrella. Not to mention that the provision of a doorman allows you to charge higher occupancy rates and help create community.
Rory also refers to a meeting he was sitting in with James Dyson and the Dyson call center analytics team. They were reporting on call duration, cost per phone call and many other metrics that didn’t involve people. Mr. Dyson said to stop all tracking of useless metrics. “We should consider it a privilege when customers call us with their concerns! We should be thanking them and telling them that we are honored they called us!” The result is unmatched loyalty from customers who are happy to pay a premium for Dyson products.
Please don’t toss customer delight out the door when it comes to operating your jewelry store with efficiency. In fact, it should be considered in your marketing budget because it’s very likely your business wouldn’t be where it is today without delighting a whole lotta customers!
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 and his partner Kyle Bullock help jewelry stores grow their profits and their people to fulfill their greater purpose! We do it through one-on-one business coaching, sales training, and leadership development. Contact Jimmy at jimmy@trainretail.com or call 920-492-1191.