Sales Strategy

Jimmy DeGroot: When It’s Time to Relax December 06, 2025 (0 comments)

Appleton, WI--Back in the seventies Miller Beer had a jingle that started with these words: “If you’re old enough you’re probably thinking it right now.” So… the season is upon us. Many of you are likely thinking “When does it start?” But we all know that it will come. So right now, it’s time to relax and know that you’ve put in the work and your customers plan on coming to see you for Christmas jewelry.  

The reason I’m bold enough to use the word “relax” is because whenever we’re in or about to be in a time of chaos, the way to go into it is to be relaxed.  You’ve done the work, did the marketing and the events are happening.  There’s nothing you can or should do now that will have a great effect on the train of momentum you’ve put in place. To make the most of the season, we need to be relaxed and put our efforts into enjoying and helping your team to enjoy themselves.         

In Danny Meyer’s book Setting the Table he has the audacity to say that “Your people are more important than your investors, your customers and even you!”  He says that with confidence because he knows he can’t possibly run a successful chain of restaurants unless his people are happy.  When they’re happy, everything else falls into place.  

So, if I were you as a leader in your business, I would put a smile on my face, be grateful for everything and everyone you have in your business and go out there and support them, edify them and do everything you can to literally spread joy within your business. The benefits are painfully obvious, so I’ll leave them up to you and your imagination. And if anyone out there thinks that bearing down on your people with threats or doom and gloom will be helpful to your bottom line, just take a line from ol’ Scrooge himself…Bah Humbug!

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.