Columnists Brad Huisken

Brad Huisken

Coaching & selling value!

Years ago, when I started my career in retail I was required to read a book titled “Successful Shoe Salesmanship” by Dr. William Rossi. One statement from that book has stood out in my mind for over thirty years. The statement was: “Give your shoes a reason for being and you give your customer a reason for buying.” In other words, it is up to the salesperson to create value in the merchandise they are selling, whether the item is shoes, jewelry, furniture, electronics or space shuttles.

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Wake up jewelry retailers!

It’s time to step it up or you may find yourself stepping aside! I say this with the highest degree of respect for the industry and the people within the jewelry indus...

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Master your destiny: as a salesperson and as a sales manager

I believe that the finest salespeople look at their careers as an opportunity to build a business within a business.  A commissioned jewelry salesperson has the opportun...

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Recruiting & hiring salespeople: Your people set you apart from the competition

Have you ever hired somebody that you felt was going to be a fabulous salesperson and they ended up stinking up the place and not working out? On the other hand have you ...

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Handling an upset customer

How do you handle an upset customer?  Not an easy question to answer and one that may depend upon extenuating circumstances.  However, I would say for the most part you...

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Keep your eye on the target

It has been written and stated thousands of times that as much as 70% to 80% of a retail store’s sales volume comes from 20% to 30% of its customer base.  I absolutely...

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Give your customers your complete attention

I believe that jewelry customers will tell you everything that you need to know in order to develop a relationship, close the sale, and sell additional merchandise if you...

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Duct Tape!

My father-in-law was notorious for always having a roll of duct tape handy.  He believed that with duct tape, a hammer, and a screwdriver you could fix anything.  He ha...

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The most important statistics in sales?

Especially now, with the economy as it is, it is vital that a jewelry store be managed based on factual information.  No longer can we afford to run the business based o...

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