Even if you’re doing everything else right in your store—from inventory control to branding—your store’s performance can sink or swim based on your sales staff.
According to the 2007 Jewelers of America Cost of Doing Business Survey, high-profit stores got more out of their employees (for a smaller percentage of their payroll) than low-profit firms. In fact, sales and gross margins per employee were higher across the board for high-profit stores. That’s because these stores are taking greater advantage of their employee capital.
Over the next few weeks, we’ll look at how you can make the most of your staff and ensure they’re a real asset and not a detriment to your success. The first step to good performance is communication. If your employees don’t know where they stand—good or bad—it will be hard to raise the bar.
Jewelers of America’s Director of Education David Peters details how to get employees to thrive:
- Establish Clear Goals and Expectations: Communicate daily sales goals with each employee. Post sales goals and actual sales on a daily basis and in a visible location.
- Follow-Up Daily: Discuss the previous day’s performance with each sales person. Solicit questions and concerns, and provide advice and suggestions.
- Identify Trends: Look at sales per employee, per hour, by day of the week, and by merchandise category to identify any ongoing trends or inconsistencies. Use this information to make staffing decisions and to coach employees in appropriate areas.
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