Sales Strategy
Jimmy DeGroot: A Template to Raise Your Team’s Average Retail Sale December 30, 2025 (0 comments)
Appleton, WI--You don’t grow your average retail by accident; you do it through consistent coaching and a customer experience that feels personal and premium. The following is your template to run four sales meetings designed to raise your team’s average retail sale. All it takes is 20 to 30 min each week, once a week to do the training.
Training 1: Know Your Numbers
Pull a 365-day report showing your store’s average merchandise sale (repairs excluded). Also pull individual averages for each team member.
Share these results openly to spark collaboration and peer learning rather than competition. Now have each team member select an item at two to three times their current average retail. Have them practice sharing why they love that piece with the team.
Get comfortable showing and
talking about big items!
Training 2: Merchandise Presentation
Your average retail will rise when your store visually guides customers toward stronger pieces.
Walk the floor together, reviewing your showcases. Ensure the displays contain intentional focal points, not a sea of jewelry. Highlight five to seven key items in each case - ideally, those items from last week that were two to three times their average retail goal number.
Training 3: Show the WOW Piece
Teach your team the power of elevating the customer’s perspective by getting these featured products in their hands quickly. While on the floor, have them practice pulling the item quickly from the case and handing it to a teammate who plays the role of the customer. Touch creates connection to the piece quicker. As they do this, workshop ways to describe these pieces that sound natural and avoid cheesy words like beautiful or shiny.
Training 4: Be Truly Present
High average retail is rarely about pressure, it’s about presence. Practice asking meaningful questions about the customer’s values, preferences, and purpose for their purchase. Reinforce that every guest, whether spending $200 or $20,000, deserves VIP treatment.
In pairs, rehearse a customer conversation focused entirely on discovery questions. One person asks customer relationship-building questions for three minutes while the other answers. Then switch roles.
By combining data awareness, intentional merchandising, WOW-piece presentation, and genuine presence, your team can elevate every interaction, and with it, your average retail.
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.