When Kristie Jandreau breaks in sales associates at Day’s
Jewelers, soft skills such as professional dress and proper social-media usage
are often part of the instruction. That knowhow isn’t hard-wired into newbies,
many of whom require specific direction — like associates who think leggings
and tunics are appropriate work attire. Another surprise? Social-media habits
matter.
“They don’t expect anyone to care,” says the human-resources director
of the eight-store chain in New England.
Training sales associates is an ongoing and evolving job
that involves more than jewelry knowledge. This is why savvy merchants and
sales trainers are promoting forward-thinking tactics to implement strong store
messaging and offer hands-on training, utilizing technology when applicable.
“You can’t train selling skills by a watching a video or
reading a book, and you can’t afford to practice on customers,” explains Kate
Peterson of business consulting firm Performance Concepts.
1. Offer appropriate education
Though considered a gold standard in jewelry education, a
gemology degree isn’t necessary for everyone. This is one reason Jandreau uses
courses from the Diamond Council of America (DCA) to impart the basics of
diamonds and colored stones, as well as some sales best practices.
Brands provide in-depth training on their lines, but be wary
of built-in agendas. Often, merchants learn to sell the way labels have taught
them, not in ways that are best for stores. “Retailers need to take back their
own narrative,” says Peterson.
A Midwest retailer and client of Peterson’s tackled this
issue 20 years ago in the early stages of diamond brands. He instructed
staffers to emphasize his eye for quality and styling when introducing
customers to brands at his store, while avoiding potentially disparaging remarks
about competing lines.
2. Use technology
Jandreau suggests using YouTube videos when training
associates. “Video enhances the lessons so much more,” she says.
Longtime trainer Pat Henneberry, vice president of global
learning and development for Hearts On Fire, encourages merchants to embrace
cost-effective online learning and management systems as well as webinars.
“Retailers still think face-to-face training is the be-all, end-all,” she says.
3. Assess knowledge before hiring
Some chain stores reward repeating corporate mantras, but
the needs of independent outfits differ. Another of Peterson’s clients, a
Florida merchant, learned this when he snapped up a longtime salesperson from a
rival; the hire ended up not having enough basic gemstone knowledge to sell
effectively. “Don’t assume people know what you do,” says Peterson.
4. Offer hands-on training
When learning about custom work, Jandreau insists staff get
their hands dirty. Recently, a young associate worked with a bench jeweler to
create a pendant, learning about annealing, rolling, cutting and soldering
metal to drive home knowledge and facilitate smarter client conversations.
“Just reading a book doesn’t work well,” she says.
Article from the Rapaport Magazine - April 2018. To subscribe click here.