Sales Strategy
Jimmy DeGroot: Turning Jewelry Service Into Relationships (and Sales!) | June 04, 2025 (0 comments)
Appleton, WI--Out of all the training videos I’ve made over the years, the one that’s still topping the charts on YouTube is Turning Jewelry Service into Sales. And yeah, I had more hair and questionable wardrobe choices back then—but with over 20,000 views, it’s clear: service traffic is gold.
We get people in every day for watch batteries, appraisals, repairs—you name it. And while that kind of traffic doesn’t always scream "profitable," it’s actually a great chance to create relationships that lead to sales.
Here’s a great example: Last Saturday, Terri welcomed a walk-in for a basic inspection and cleaning. Since there were no other customers, Linda jumped in to do the service. That’s rule one: fantastic floor awareness. Always be on deck, ready to assist—don’t bury yourself at your desk when the sales floor is active.
As Linda scoped the ring, Terri was casually chatting with the customer about school enrollment. Then, magic. She pulled out a beautiful diamond ring “for another customer”—just doing her job, right? The guest asked to try it on, loved it but asked for a similar one with more diamonds. She ended up purchasing the bigger one for $1,000 more.
This all happened because we weren’t asleep at the wheel. We were aware, engaged, and acting like a team. No sales pitch. No pushy sales tactics. Just good service, smart positioning, and being present.
It won’t happen every time—but what if it did 20% of the time? 40%? The results would speak for themselves.
And the cherry on top? Linda also found needed repairs during the inspection. That “free” service led to $3,500 in sale and a stronger customer relationship.
So, let’s stop waiting for big-ticket buyers. Let’s start building value with the people already walking through the door.
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.