Last updateTue, 01 Dec 2015 12am

Brad Huisken

Ending the year on a positive note

Within a matter of weeks, the holiday season and, hopefully, the busiest season of the year will draw to a close. Of course, everyone wants 2015 to be the biggest success in the history of the company! 

The inventory is coming in faster than the scenes with Lucille Ball in the candy factory! The holiday new hires are being trained to be productive members of the company! The staffing patterns are at the ready, prepared to flow with the increases in foot traffic throughout the store! Attractive displays of merchandise are arriving or are being created internally! The tempo of the staff and the details of the season are quickly gliding into place! Ahh! Perfection is at hand! Gotta LOVE it! 

Or not...

Quality development of great salespeople equals business growth

After careful consideration and knowledgeable selection, the new-hire is ready to begin the process of becoming a fabulous addition to your company! You’re happy with your choice, the salesperson is hungry and highly motivated to produce the best results, in fact, record-breaking results for sales statistics ever noted within your history! The excitement is palpable! The potential is oozing from both the company (you) and the newly-minted representative for your products! Hoorah! Everyone’s delighted!

Quality people equal quality sales in a growth industry

Creating quality sales in the growth industry of jewelry products is largely dependent upon the people doing the selling. Now that should be a bit obvious, but the real question is how do you hire quality people to begin with. Finding the exquisite match of employee (salesperson), employer and product often seems more like luck or magic rather than the genius of careful selection.

Your reputation matters!

Striving for impeccability is a hidden goal that produces massive results! How you run your business and how you interact with customers is very much like tossing a pebble in a quiet lake - the ripples reach farther than the eye can detect. 

Most obviously, Word of Mouth is effective advertising. If a customer visits your business and is greeted with an attractive display that is fresh and cared-for, that sends a message that your store-front is concerned with presenting the best products in a favorable manner. When the customer is greeted timely and enthusiastically, the message is that this business wants to be involved with its customers. 

No shortcut to the success counter

Most of us like to contemplate how life will be “when we hit the big time.” As soon as we begin to visualize “SUCCESS!”, we begin designing our life and life-style as it will be.

“Will I be a Bill Gates?” “Will I be a Kardashian?” “Shall I plan on buying a Bentley?” “How many swimming pools will I want?”

Be the expert that you want to be - and that your customers deserve

What motivates the retail professional? Is it the desire to serve the customer? Is it the ability to use a variety of sales techniques to showcase the product to its best advantage? Is it the need to be at the top of the competitive heap within an industry? Is it the opportunity to increase personal income through improving standards of excellence? Is it the contribution to the community at large by providing a quality resource?

Pay attention to the heart and the head and you’ll get what’s in the wallet

Often, we are so busy focusing on completing a sale that we forget the actual person who is in our store! We are so busy qualifying our buyer and planning which merchandise we want to show them that we overlook the human being who stands before us. As I have stated many times, the real goal of a sales presentation is to create Personal Trade, Repeat Business and customers that will proactively give referrals and recommendations to their friends, relatives and others.

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