Sales Strategy

Jimmy DeGroot: What’s Your Favorite Piece in the Store? July 16, 2025 (0 comments)

Appleton, WI--If you asked your team right now, “What’s your favorite piece in the store?” How quickly could they produce it for you? What would they tell you about it?  

We can often get lulled by the routine of setting up and packing up every day without really looking at and admiring the very jewelry that’s in our cases. A great exercise to inject some enthusiasm for your inventory is simply to have each sales professional pick out their favorite item in the store and tell why they like it. You can also throw in features and benefits or any cute little descriptors they may have for it. With the store I met with recently, Hannah called her favorite piece “chandelierings.” Jennifer defined her ring as “beautifully broken, like me.” She was referring to how the diamonds were set in a non-linier and asymmetrical pattern. When they described their piece, the whole team smiled and got a kick out of these descriptive words.  

Serendipitous to this fun little exercise was the team being able to see the inventory for each other’s perspective, even if they didn’t particularly like the item they chose. They could now appreciate it from a different perspective and use that when showing the item. Or better yet, bring that person over to tell why they love it.

I would make this a common practice in your morning huddles or at least whale setting up. It doesn’t have to be a full-on sales presentation, but rather just tell us why you love this piece.

Oh, and one more important thing. Determine to show this piece to every customer that will let you. If you’ve built a relationship, part of that understanding is that you get to show them what you love, even if it doesn’t trip their trigger, it shows that you’re not just all about sales, but that you have real passion for the products in your cases. Oh, and, yes, it is likely the customer will buy it. 

These are the types of topics we discuss every single week in our 10-minute video training at trainretail.com. How neat would it be to have your team watch a video about topics like this and then have a great discussion afterwards?

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.