Sales Strategy

Jimmy DeGroot: Don’t You Wish They Could All Think Like You? October 16, 2024 (0 comments)

Green Bay, WI--I’ve often said that the most frequent question I get from jewelers starts with the words; “Jimmy, how can I get my people to…?” Well, thank the Lord they don’t because then your store would be filled with folks just like you and there would be a few terrible holes in your business.  

You’ve heard that we tend to marry our opposites, and the thinking behind that is that if you’re both alike, then one of you is unnecessary. The same goes for your jewelry store and just like in marriage, those things that make you different are often the things that rub you the wrong way at times.  

For example, Jake is an incredible sales professional. His closing ratio is through the roof. If you’re standing in front of him and the product is there and available to go out the door today, he’s gonna close you. But if there’s any amount of follow up or details to be held accountable to, Jake drops the ball every time. He’s terrible at details and delay but incredible at closing. So, custom and special orders are sales in which he regularly disappoints customers and the rest of the staff. If there are any complaints from disappointed customers, they’re about Jake to the rest of the staff.  

Tina finds it very difficult to close. She’s all about the details and wants customers to be very happy with every little detail. She wants them informed every step of the way and makes customers very happy when it comes to follow up and communication.  

[Jake and Tina. Photo credit: Jimmy DeGroot]

Can you see how a store full of Jakes, while fun and profitable, could eventually turn disastrous? On the other hand, a store full of Tina’s would be successful, but not for the people who want to buy today. You need Tinas and Jakes because not all your customers are Tinas or Jakes. I often see stores where the owner has hired a bunch of clones with the same personalities and motivations, and then they wonder why their closing ratio is so poor.

My challenge to you is to celebrate differences. Work with your team to get them to work together on sales. Jake needs to bring Tina in on those sales that are custom or special orders. Tina needs to do the same when they need to buy today. You wouldn’t want a world full of a bunch of “yous.” That would be boring, not as profitable as it could be and would deem several people unnecessary.

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.