Reward the ‘How’—Not Just the Sales

A perceptual—and communications—gap between Michael and management lay at the heart of this complaint. Michael's sales volume placed him among the top producers. From his perspective, all was well, and he deserved additional support. Management—while appreciative of Michael's efforts—felt he was not employing several specific selling behaviors the company had introduced to support the brand and distinguish itself from its competition. They believed this cost the store sales and detracted from customer satisfaction. The first behaviors neglected by Michael were ones specifically designed to break the ice and convert prospects into buyers. Michael's low conversion rate with walk-ins not only lowered the number of satisfied purchasing customers but also reduced the return on advertising dollars invested to generate the traffic. Second, Michael refused to offer clients the option
JCK PRO

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).

SUBSCRIBE TO CONTINUE

Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out