Sales Strategy

Jimmy DeGroot: How to Hold a Meaningful ConversationBy Jimmy DeGroot, Train Retail |  June 19, 2025 (0 comments)

Appleton, WI--Have you ever found yourself on a plane, earbuds in, zoning out, when suddenly someone leans over and wants to chit chat? And you realize—uh oh—I am not in the mood or even ready for this conversation?

Kyle Bullock and I had a training conversation on the Train Retail platform this week about a fantastic, three-step formula for having meaningful and memorable conversations. It’s always a good time for a refresher on the art of the conversation especially in the “tune-out” world we live in. 

Because retail doesn’t stop when you leave the store. Whether you're in an airport, on a plane or chatting in line at Starbucks, every interaction is an opportunity to build relationships. And relationships are what lead to trust… and trust leads to sales. Not today, maybe not tomorrow, but someday.

The training consists of three easy to remember golden rules: 

1. The subject of the conversation must be about the person with whom you are speaking. Focus on them because for most people in the world, that is their favorite subject. 
2. Ask questions only about that person and be interested in them, no matter what they say. 
3. Listen to things you have in common. “Oh, you have kids? I have a seven and twelve year old!”
4. Hang out on a feeling. If they give you an emotion, for example, “My son is moving back to the area and I couldn’t be happier.” Your conversation partner will remember you made them feel, even if it happens to be negative. For example, “My youngest is going off to college in fall and not looking forward to it.” You can join in their concern, and they will feel heard and connect with you on a deeper level than just idle chit chat. 

So here’s your homework you can do with your team: First, sign up for weekly sales and management training at trainretail.com where we have fruitful training every week for your team to keep them engaged and growing.  Next run this past your team and challenge them to use these 4 golden rules on each other for a week.  You’ll be amazed at how the team can come together. Then, start using it everywhere from the sales floor to church and at dinner with friends. You’ll become an amazing conversationalist, and everyone will think you’re the neatest person in the world. 

Be real. Be engaged. And above all—be amazing.

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.