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Jimmy DeGroot: Life Support Sales Training - Not such a great idea May 08, 2024 (0 comments)


Green Bay, WI--A jeweler called me last week and said she needs help. “My sales are down now three months in a row and I really need someone to come and breathe some life into my store.”

I liken this to a man standing in his basement on the phone with his insurance broker as the water is pouring in through the windows from the storm.

Anyone who wants a healthy body, business or relationship knows that being reactive in times of trouble is not a solution to a happy life. The things that we want to be wonderful in our lives need constant attention and nurturing. Our sales teams are the same. Neglect and laziness always results in a pond with no outlet, a stinky cesspool.

Sales trainers and consultants will happily step in to help you in times of crisis, but the success rate is much lower because everyone tends to have a heightened level of anxiety, thus the door to learning is barely cracked open, if at all.

When a gazelle on the African plain is peacefully eating grass among the heard, his heart rate is slowed and his mind is in a creative mode, searching for food, finding a mate, interacting with the others. But as soon as a lion appears, the adrenaline kicks into high gear and the blood immediately rushes to all the extremities involved in evasive maneuvers. There is no creativity, and the only brain function is escape. This is exactly what happens when our stores are performing poorly. We tend to throw a checkbook at the problem during these times rather than giving consistent nurturing and training to our teams.

Consistency is the key. Small doses and ongoing conversation that can be implemented one tactic at a time. If you’re business is slow right now, the first thing you need to do is get into a calm, relaxed state and create a plan for growth. Involve your team in the conversation.  Allow them to speak into you and to help carry the burden. Their ideas and input can often be just what you need.  But make sure your plan includes daily or weekly activities, training and discussions to be able to maneuver and be creative during times that are more peaceful and not agitated by fear and anxiety.

“Great things are not done by impulse, but by a series of small things brought together.” – Vincent Van Gogh

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 or call 920-492-1191.

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