Operating Instructions: What We Learned at the JCK Las Vegas Education Sessions

Tips and tricks on marketing to millennials, getting shoppers in the door, giving sales a goose, and more—straight from the pros at JCK Las VegasTHE TOPIC“What Matters Most”Shane Decker, consultant and president, Ex-Sell-EnceTHE TAKEAWAYSWhat matters most, Decker said, is the experience customers have in your store: “Clients are buying experience. There are 23,000 jewelry stores in the U.S., not counting online stores. You have to give them a reason to shop at yours.”The most important number in your store is your closing ratio, Decker said. Put a counter by the door and start calculating the ratio every day. Only then can you see that your training is working.Gemological education is paramount, especially now that customers do extensive research online. You have to know more than your customer, Decker said. “Not knowing is a sales killer.”Have weekly sales meetings, he sai

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