There are two types of people in the world: Race Horses & Work Horses.

1. Work Horses like to DO things. That would be jewelers, bookkeepers, and admin staff.
2. Race Horses like to Win or sell. That of course is the sales staff, they want to WIN (make a sale).

1. Will come to work, put on a “pretty face” and be upbeat.


2. Will do what’s needed at home to keep from being tired at work. Eat and drink to have good energy.


3. Dress for success. Neatly attired, will dress just one or two levels above our customers.


4. No longer will address clients as customers, from now on will be known as “Guests”. “Could use some assistance up front, we have a guest who needs a ring sized.”


5. No cell phones or smart phones on the “stage” (formally known as the “showroom”).


6. These devices will be kept in the back, checked from time to time but never while on the stage.


7. Personal phone calls or other business will be handled while on break. We must be ready for our next big “act”, which could come at any moment.


8. When the next guest arrives, we will be upbeat, big smile and give them our full attention, always looking at the customer, their eyes and never sideways and out the front window or door.


9. No unnecessary conversations with our “actors”, full attention to our guest.


10. We will treat our guests as though they were guests in our home and they are dignitaries from another country.


11. We will ask if they’d like some refreshments and offer their children games and coloring books to keep them happy and content. This will also appease our dignitaries.


12. Positive concierge words will be used, we will never use “No Problem”. Instead we will use words like:

My Pleasure
It’ll be my pleasure
You’re so kind
Thank you
“NO” is not in our vocabulary
Exquisite; marvelous; superb;

13. We will gladly toot our own horn but never aim or shoot bullets at our competition, saying only “I’m sure there a good store, but even if I didn’t work here this would be the only place I’d shop.”
    
    
14. Knowing that our products and services are some of the best values and uses the best craftsmen in the industry, we will not feel as if we’re trying to just push product onto unknowing customers. We are doing them a service buying helping them buy from one of the best and friendliest stores in town.
    
    
15. In fact, I proudly tell my customers “Even if I didn’t work in this store, knowing what I know about this store, this is THE store I’d always come to when shopping for jewelry.”
    
    
16. Just like when visitors come to our home for dinner, I always thank my “guests” for coming and I enjoyed visiting with them and hope to see them soon. I’ll so tell my customers the same: “Thanks for shopping with us, I hope to see you again real soon. In fact, when’s the enxt occasion so I can be prepared for your next visit?”

David Geller
www.JewelerProfit.com