Sales Strategy

Jimmy DeGroot: The Benefits of Bringing Your Staff to Trade Shows February 18, 2025 (0 comments)

Green Bay, WI--It was 1997 and Larry and Joe brought me and two other salespersons to Vegas for a whole week to attend the JCK Show. Now that was exciting.

A 26-year-old kid who was at the beginning of his career in jewelry and these guys thought enough of me to bring me to Vegas. I had a great time learning about the business and meeting other jewelers who were happy to teach me how they were meeting the same challenges we were having.

Then there’s the excitement of being there. The food, the entertainment and the vastness of the JCK show were a bit overwhelming from my perspective. However, it was one big, huge validation that I was in the right business and that the guys thought enough of me to invest in my career.

If you’re going solo to trade shows and not bringing your people, you’re not creating a future for your store. You’re only creating a future for you. Bringing your staff to a show can be the best boost to their buy-in that you could ever achieve. Give them the mission to seek out new lines and to purchase in key areas of your “open-to-buy” plan. It can really empower them to solidify their career at your store.

In addition, it gives you a chance to have fun with them. Show them a good time by taking them to the events at the show and to view the amazing local entertainment. Larry took me to see the Robert Cray Band and I enjoyed that so much and was so appreciative that I just knew I found my career.  

Bringing your staff to trade shows can also show you what they’re made of. I understand that not every employee will be energized by a show, but you’ll enjoy a great ROI for the ones that do.

Also, when you go to your next show, talk to your other friends in the business who bring their staff. Ask them how they decide who to take and the benefits they get from being there. I think you’ll find that those who do bring their team members to shows, for the most part, find that they appreciate the experience and that it both validates and solidifies their careers in the jewelry industry.

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.