If you’re like most upscale jewelers, you’ll do about 20% of your annual sales in December. This calls for pulling out all the stops and focusing on why you’ve been working so hard in 2017.
You’ve already done a lot of the heavy lifting. Your Christmas brochure or mailer is out, you’ve stocked the showcases with what you need to have a banner month, and you have your staff in place and ready to sell.
Instead of dreading the long days and nights with less sleep than normal, you should be excited about what is about to take place in your store: triple the business than what you might do in a normal month!
Yet despite all the preparation you have done, the single most important thing that will foster a strong Christmas selling season is YOU! You are the glue that holds the store together. You need to be “upbeat” every day in the store. You need to motivate and encourage your staff to peak selling performance. And you need to lead by example because everyone keys off of your attitude and personal commitment.
At The Gordon Company, we often say that every day during one of our sale events is like the Christmas Season. The store is bustling with customers and the activity level is off the chart. So be glad that December is here and you can do business like no other time of the year.
Here’s wishing you the best selling season ever, and prosperous happy new year to come!
Sincerely,
Jeff Gordon
