Sales Strategy

Jimmy DeGroot: Is Complacency Killing our Profitability? July 10, 2024 (0 comments)

Green Bay, WI--I recently did a training video with my friend Mark Pimental about how to sell earth-mined diamonds. While that's not too exciting, the reason we did the training video is much more, shall we say, “provocative”. In the discussion, Mark told our stores that we need to get back giving our customers the “Wow experience” of selling natural diamonds.  

Mark’s comments were supported by a recent conversation I had with Barb, who just started at a store in New Jersey. She said she never received training on how sell natural diamonds, emphasizing rarity and natural beauty, you know, like the training we all received when we were selling exclusively natural diamonds. Barb said that since she started back in February, she never once was trained how to even sell diamonds. So, she resorted to the lab-grown diamond cases just like everyone else and the result has been easy sales with lower profit than we all enjoyed a decade ago.  

If you’re seeing a plummet in profitability while selling bridal, you might need to train your people how to sell the rarity and romance of natural diamonds. Mark told our people to get back to making the natural diamond buying experience much more customized and special for the buyer. 

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.