Store Meeting 611-3

This week we cover Feature and Benefits, Clutter and Emails.

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The Worst Store Meeting Ever

The owner of the store berated her staff, threatening and complaining that the other jewelers in town were kicking their butts. “There better be some changes around here and fast or people are gonna be losing their jobs!” Everyone got up from the meeting and went out on the sales floor all fired up to have a great day in sales. NOT! You can’t threaten people to sell better. Think about it. Selling involves confidence, optimism, encouragement, teamwork, and happy …

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It was their best Christmas ever!

I don’t know Steve and Carol Sturhahn but I will someday. They pulled off a fantastic celebration of their 100th year anniversary by giving away 100 pieces of jewelry (100 Acts of Kindness) to random people in Quincy Illinois. Steve wanted to make a big splash and his goal was to thank the community for their business over the years. He knew these acts of kindness would return back to him many times over in community goodwill, and it did! …

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Store Meeting & Training #2

Goals, Price Pointed Jewelry & June Birthstone In this meeting we cover more on your in-store goals, the importance of having jewelry at certain price points for higher turn, the June birthstone, more on clientelling and the UP system. We are going through a complete selling and jewelry knowledge system. These video meetings will lead into Diamonds 101 and great habits for successful jewelry salespeople. As always, email me with your comments and questions so we can shape these meetings …

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Store Meeting #1 Greeting/Ups/Clean

Meeting #1 Welcome to our first meeting!  Our store meetings officially begin in June but here is our first meeting as a thank you for signing up before the Vegas show. Introducing sales goals Establishing a non-sales greeting Creating an UP system Spring cleaning Clientelling Emerald Birthstone

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OWN IT

The biggest waste of money that I see with jewelers’ advertising is spreading their dollars over too many mediums and not dominating any of them. Actually the BIGGEST waste I see is jewelers who are guilted into charitable contributions (either money or product) that do not provide a good ROI,  But that’s for another post. Whatever you do in marketing, OWN IT. If you can’t own it, don’t do it. The biggest frustration for marketing professionals is when jewelers say, …

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How to make your ads INSTANTLY work better

There is a gatekeeper in our brains. He’s there to ward off and ignore any boring, repetitive, useless messages. As soon as he encounters ad-speak, cliché or useless phrases he sticks them with a pitchfork and throws them right off into the burning pile of rubbish of advertising messages that go blah blah blah. The gatekeeper is Broca’s Area and once you get to know him, he can be your friend and will let you pass into the area of …

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A Touching Mother’s Day TV Spot

Here is a wonderfully emotional TV spot that we created for Mother’s Day. This ad will tug at the heartstrings of your customers. Feel free to buy it directly from our website below. The price is $799 and you OWN the ad for a full year! We will customize it with your logo and tag line and deliver to your TV station. Happy Mother’s Day! See this ad and other emotionally compelling spots at Creative Edge Ads.

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Owning Bridal in Your Market – Part 3

Here is my latest post on how you can own the diamond market in your town.  If somebody already is the diamond king… perhaps being number 2 or 3 wouldn’t be to bad.  Or how about doubling your bridal sales. Enjoy! Brought to you by:

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Thoughts on Jewelry Advertising

If you’re like most jewelers, you’re running the whole ball of wax.  Marketing, selling, goldsmithing, accounts payable, buying…. You get the idea.  So if you’ve decided to do your own advertising, I’m going to give you a few hints. Make your message relevant – You’ve got to ask yourself  “Why does anyone care about what I’m saying?”  If your message isn’t interesting enough for you, then it’s probably going to be useless to everyone else.  Make your opening statement POP …

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