‘We Can’t Afford to Lose One Customer’

These are troubled times for retailers. Rising costs, consumer caution, and a weak and uncertain economy today are putting unprecedented pressures on jewelry retailers. To help independent jewelers not only survive but also thrive during these challenging days, JCK asked a number of experts what advice they would give them. This month, sales training and management expert Brad Huisken, a longtime industry veteran, tells JCK senior editor William George Shuster why “continuous” sales training and a proactive sales manager are crucial to success, and explains what jewelers can do to improve sales and business results. Is it more difficult for small jewelers to cope than for large ones? No. it's equally difficult for large and small. I know a lot of independent jewelers who are having sizable increases, and I know chain stores who are struggling. It's tough on the entire
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