Skip to main content Navigation

Sales Strategy

New Year Soul Searching |  December 31, 2020 (0 comments)


Green Bay, WI--Well, I think it’s fair to say that independent jewelers survived 2020 surprisingly well.  So let’s breathe a great sigh of relief and do a tiny bit of soul searching as we look to 2021. 

Take a look at last year and define two things; What did we do absolutely right?  And what one thing do we need to change? This simple exercise will bring tremendous clarity to your jewelry world.

Boil it down to just two things, What we did right. And then of course continue on that path. And then simply define the ONE single thing we need to change, work on or create for our business starting January 4th.

We define the one good thing we did and we celebrate that. Maybe it was great marketing through the pandemic or you had a great system of clientelling or perhaps you were in such a strong position with your inventory that your cash flow weathered the storm nicely.  Find that one thing you did very well and celebrate that in whatever way you see fit. 

And then decide that you’re going to do whatever it takes come January 4th to go after your one item of change with gusto. Maybe there is a big list of things you have in mind, but usually within that big list is the one thing that will help all or most of the items.

Click here or on the image below to watch the video paired with this column:

Take cashflow for instance. Maybe improved cashflow could come from better inventory management or training your people to improve their closing ratios by just 10 percent. Maybe it’s a new store in a busier part of town that solves all those problems. I know two jewelers where that was the answer.

Ya see, if we do a little searching and fact finding, we can simplify our lives and businesses by solving one problem.  Boil it down. Make it simple. Don’t get caught up in analysis paralysis. Just celebrate your good stuff and while drinking your glass of champagne write down that one thing that will transform your business in 2021. 

And one thing I know that’ll definitely help make your life happier is signing up your store for weekly sales training via video from Jewelry Store  Simply email or call me to chat more about it.  I promise this time next year you’ll have a big smile on your face because of this training. 

Happy New Year! 

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 trains jewelers nationwide via the website  Jimmy is an AGS titleholder and specializes in training relevant and timely methods for jewelry teams. Contact Jimmy at or call 920-492-1191.

Share This:

Leave a Comment:

Human Check