In a first for 2018, Retail Jeweller is teaming up with industry trainer and consultant Jo Henderson to offer a series of training events for sales staff from both retailers and brands. Jo Henderson reports.
One of the best pieces of advice I heard recently was to make a new year’s resolution about growth and bettering ourselves. Enriching our lives, rather than stopping something. So, with that in mind, and given I have now been writing a column on sales excellence for more than three years with Retail Jeweller, we decided it was time to offer you something more.
And that is, a growth opportunity for you, your staff and your business.
In my role as a trainer and consultant in our industry, I am always asked by people where they can send their staff to gain practical knowledge on topics such as selling, display and visual merchandising. In response to these questions, my personal new year’s resolution isn’t just to write about how you can train your staff and improve your business performance; it is to spend time showing you how to do it.
The plan is to provide a series of dedicated training events, in response to demand from the industry, that give your teams the practical skills for future growth in your business. There will be six courses running throughout the year in conjunction with Retail Jeweller, the details of which are outlined below.
The courses are open to anyone from new starters all the way through to business owners. Four of the courses are aimed at retail and the other two at designers, brands and wholesale. They are all one-day courses and will take place at Retail Jeweller’s head office in London. They have been designed to stand alone, but I would encourage people to attend as many as they feel is beneficial. My suggestion would be look at the notes on who each course is aimed at and then match the courses to your business needs.
This is something we plan to make a regular occurrence, so if there is a subject not covered or a course you would like to come on, but the date doesn’t fit, then do please let us know and we could try to accommodate you at a later date.
These courses have been designed with one main aim: to motivate you and your staff to grow your sales. But you don’t just have to take my word for it. Samantha Ireland, who works for Banks Lyon Jewellers, has been trained by me ever since I started working with the Northwest-based independent.
She explains: “Jo connects with people and motivates them to a high degree. She inspired us to use the sales journey we created together to considerably improve our customers’ experience, service and, ultimately, sales.”
David Challinor, store manager at Mococo, agrees, adding: “From my perspective, it has totally changed the way I look at sales in store now, and I find myself being a lot more proactive.”
Tina Wilson, owner of Trysor Jewellers in Carmarthen, would also recommend my training. “Jo has connected with and is hugely appreciated by both staff and management. I would highly recommend her training,” she says.
Choose your course
COURSE 1: Tuesday, May 15
Maximise your sales and customer loyalty by delivering a top-class customer journey
From the moment a customer enters your store, are they given such a phenomenal experience that it not only encourages bigger sales on the day, but ensures the customer can’t wait to rave about your business and return? Let me help you and your staff create this culture in your business.
This is a workshop day with plenty of ideas and motivation to ensure everyone who attends comes back brimming with ideas.
This course is aimed at all levels of staff, from new starters right through to managers and owners.
COURSE 2: Monday, June 18
Grow your bridal and fine jewellery sales with confidence and care
Selling engagement rings, wedding bands and precious jewellery is the foundation of many jewellery businesses. It also encourages huge loyalty and repeat custom, as well as the potential for amazing add-ons. This workshop will examine the sales journey and service of selling such special and emotive pieces. We will also consider the confidence needed to build trust and rapport between you and your customers, as well as practical product knowledge in relation to selling precious metals, diamonds and gemstones.
This course is aimed at anyone selling fine and bridal jewellery or wishing to progress to this. It is also aimed at those who may have been on the shopfloor for years, but lost confidence in this area, or managers/owners who want to learn how to up-skill their teams in this arena.
COURSE 3: Tuesday, August 7
Visual merchandising and display tips to stop your customers in their tracks and grow your sales
Engaging displays will not only get your store noticed but, more importantly, they will grow your sales. This practical workshop will give inspiration and ideas as well as hands-on practice. We will look at full store schemes and window design, as well as VM planning for the year. We will also build displays and cover all the dos and don’ts.
This course is aimed at anybody who wants to make their store look better, from beginners right through to those who need refreshed enthusiasm or new ideas.
COURSE 4: Tuesday, September 11
Bring your numbers to life: learn to coach and motivate your staff to grow your sales
Often businesses either shy away from monitoring their numbers or they monitor them constantly, but don’t always use them in an encouraging and motivational way. This session will be effective wherever you may fall on this scale.
Learning to be a coach is about encouragement and support, and helping your team to grow and succeed. Understanding how to read the key performance indicators (KPIs) in your business and coach with that information can take your business to the next level, and grow sales and profit.
This course is aimed predominantly at sales managers, store managers and business owners. Attending the customer journey workshop prior to this would be beneficial, although it is not essential.
COURSE 5: Tuesday, October 9
Growth and strategy planning for emerging designers and brands
For designers or wholesale brands
Having mentored and trained many new and emerging designers and brands, I am aware of just how hard it is to break into and grow in this industry. With many years’ experience as a buyer and brand manager, I can help you make a practical plan to get noticed and get selling. We will cover prospecting, trade press, trade shows, product and pricing, and what buyers are looking for.
This course is aimed at anyone wanting to grow their brand’s reach in the jewellery industry.
COURSE 6: Tuesday, November 6
Successful sales techniques: the nine Ps of profitable prospecting
For designers and wholesale brands
Growing wholesale jewellery and watch sales is possible in all climates with the right attitude and strategy. This practical workshop will cover prospecting, replenishment strategies, persistence and positivity. It is aimed at all business-to-business jewellery sales people, from new starters to experienced team members who are looking for a fresh perspective.
A valuable lesson
Lucy Quartermaine head of sales Victoria Louise, who won Sales Person of the Year at the National Association of Jewellers Awards 2017, has also been trained by me. She explains: “Jo has an extensive knowledge of the jewellery industry and trains across a wide variety of topics. She not only supports me with clear and factual information, but her motivation and positivity are invaluable.”
Anna Emmett, owner of retailer and brand Henryka, adds: “Jo’s perspective on visual merchandising has taught us how to display our jewellery to avoid it seeming cluttered. In addition, she has shown us how to bring our brand identity to life through our merchandising. We wouldn’t hesitate to recommend her to others.”
Meanwhile, Alex Pecko, owner of Banks Lyon Jewellers, concludes: “Jo has proven to be an invaluable asset to our business, aiding the growth of our sales team and the business. Her focus on KPIs has had a positive influence on both our turnover and, more importantly, our profitability.”
So, how about making your new year’s resolution to add something to your business by up-skilling and motivating yourself and your staff to achieve further growth in 2018?
The courses: what you need to know
Cost: £200 per person, unless you are booking for more than one person or more than one course, in which case the price drops to £150 per person/per course.
Timings: Courses will run from 9.30am for a 10am start and will finish at 4pm. Lunch will be provided.
Venue: Retail Jeweller, 4th Floor, Telephone House, 69-77 Paul Street, London EC2A 4NQ
Booking: To book onto a course, please contact Emily.Mills@emap.com