Sales Strategy

Jimmy DeGroot: We’re Like a Big Happy Family … Not April 14, 2024 (0 comments)

Green Bay, WI--I’m often asked why I don't write more about how to get jewelry salespeople to sell more. If you subscribe to my weekly program, you’ll see that there are more than 600 training sessions on sales, personal, operations and products. But what I’ve gathered from decades of training and speaking with jewelry professionals, is that luxury sales don’t easily come for people whose heads aren’t right. 

For example, I received a call a few weeks ago from a salesperson who was crying her eyes out because her work environment was so terrible and could I recommend another jeweler where she could work. Of course, there are about 10,000 other jewelers that would gladly have her. But who then talks to the owner to tell them there’s a severe problem in his organization and it’s without a doubt, HIM? This is why I spend a lot of time speaking and writing to the values of leadership style, compassion, kindness and edification in a business. It not only keeps people around and happy, but sales come naturally from a store that is led with love. The training is then much more effective. 

One of the biggest comments I get from owners is, “We’re all like family!” But the reality is a conveyor of salespeople, managers, consultants, headhunters, and sales trainers and marketers coming in the front door and in short term, out the back. Issues I repeatedly see are:

1. The owner is being held hostage by one amazing seller who the rules don’t apply to, creating a caustic work environment. 
2. The owner does not set up clear expectations for staff and doesn’t provide the necessary tools to succeed, especially management.
3. The owner doesn’t enable or train people to take leadership, thus tying him or herself to the business and doing everything.
4. The owner is unhappy and does not understand how they’re wired or how they got that way, thus they’re frustrated with … well, everybody and the pattern continues. 
5. Owners do not set standards and hold people accountable, thus anything goes, especially for the better sellers at the risk of the entire team. 

If any of these symptoms look like your situation, take a good hard look at what type of leader you are. Think about investing in your business by working on yourself, starting with these four scenarios. Untreated, this situation is extremely sad and can ruin many people’s lives.  But a store led by a spirit of love, respect, humility, inspiration and leadership by example surely cannot fail, but rather be blessed abundantly.

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.