5. Hire Sales Associates Who Know How to Influence Customers Based on Fashion, Accessories, and Jewelry Trends. Can’t find them? Train them. Keep the GG’s who only want to talk stones in the back room and get professional sales associates who can influence shopper behavior and recognize the fashion and accessory brands your customers prefer. Jewelry salespeople who don’t know about or want to learn about fashion, design, style, and accessories are a dying breed. Replace them with associates who are able to communicate how and why select pieces of jewelry complement each customer’s preferred approach to their own personal appearance. These salespeople will educate customers how to maximize their investment in their jewelry wardrobe and motivate them to add to their current jewelry wardrobe. Find jewelry sales people who care about how trends in fashion and accessories affect how people wear jewelry. These salespeople will create an excitement and confidence in buyers. Sales associates who know how to creatively merchandise jewelry for individual customers won’t have to stand at the counter and grind potential buyers. Their rapport and expertise will be reflected by shoppers asking to buy. These are the shoppers who will pass along referrals to their family and friends. This is how jewelry stores can become top of mind with loyal customers and prospective customers. 

Read Part 1. Read Part 2. Read Part 3. Read Part 4.

JCK