Sales Strategy

Jimmy DeGroot: Raise Your Average Sale Without Being Pushy August 14, 2025 (0 comments)

Appleton, WI--There are only three ways to grow sales: get more people through your doors, sell more items per ticket, or sell higher-priced items to the customers you already have. Today, let’s focus on that third one—raising your average ticket. This isn’t about pushing expensive pieces on people who can’t afford them. It’s about delighting customers, improving profitability, and consistently exceeding sales goals.

Start by pulling two reports: your store’s average merchandise sale over the past 365 days (excluding repairs) and each team member’s average sale. Share these numbers openly. If your store average is $800 and Brian is averaging $1,500, you now know it’s possible. The key is letting your “Brians” lead—learning their approach and sharing strategies across the team.

Next, evaluate your displays. If your showcases are a sea of sameness, nothing feels special. Highlight a small suite of showstoppers—just like car dealerships showcase their finest models front and center. Your customers should see that “gotta have it” piece the moment they walk in.

Then, show the “WOW” piece—always. Even if it’s beyond what they initially ask for, let them experience it. A casual comment like, “Here’s the Cadillac of our collection” can open the door to excitement. Often, customers land on something in between their original idea and the WOW piece—raising your average ticket naturally.

The real secret? Be fully present. Ask key questions, listen for what matters most, and match them with something truly special. Whether they buy a $129 silver bangle or a $10,000 diamond ring, make the experience exceptional.

Remember—people are spending. The average new car in the U.S. is $48,000. Give customers the opportunity to spend joyfully with you, in a way that leaves them thrilled—not just satisfied.

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.