SEMINAR HANDBOOK RJO Educational Series Hyatt Regency San Antonio Riverwalk Saturday, January 24, 2015 8:30 am – 12:20 pm
HANDBOOK SPONSORS Please thank the below vendors who made this handbook possible.
HANDBOOK SPONSORS Please thank the below vendors who made this handbook possible.
SATURDAY’S EDUCATIONAL SERIES Hyatt Regency San Antonio Riverwalk San Antonio, TX Rio Grande Center/West
Regency 6
Rio Grande East
Regency 4 - 5
Passing Your Business to the Next Generation
Colored Gemstones – Your Unique Story
RJO JewelConnect: Your 24/7/365 Virtual Tradeshow
Drill Down on Better Jewelry Photography in Your Store
Chuck Frey, Charles Frey & Co.
Earl Allen, Columbia Gem House
Andrew Boundy, JewelConnect
Ken Deason, Federated Insurance
Effective Window Displays Offer Critical Business Support
Staff Training and Team Meetings
Megan Schmitt, Stuller
Kate Peterson, Performance Concepts
8:30 – 9:20am
Break
9:30 – 10:20am
Break
10:30 – 11:20am
Facebook and Pinterest: How You Can Brand Yourself as Bridal Experts and Reach Your Customers
Lose Your Quit: Achieving Your Peak Performance
Planning a Remodel or New Store Design?
Goal Setting for Marketing and Your Marketing Calendar
Tiffany Gonzalez, Keep Me Connected
Danny Cahiil
Megan Schmitt, Stuller
George Prout, Gems One
Synergize Your Online Platforms
Stop Fake ID Fraud Before You are Burned
Tools Make All the Difference for the Winner of the 2013 Instore Bench Challenge
Tweak Sales Behavior to Increase Your Sales
Shane O’Neill, Fruchtman Marketing
Glen Garrity, G2 Identity Management
Kelly Williams, K.W. Goldsmith
Nick Failla, Collected Concepts
Break
11:30am – 12:20pm
SUNDAY’S EDUCATIONAL OPPORTUNITIES 8:00 – 9:30am
Member/Vendor Joint Breakfast & Roundtable Discussions
MONDAY’S EDUCATIONAL OPPORTUNITIES 8:00 – 9:30am
Continental Breakfast & Sharing the Best of Your San Antonio Experience
THE RJO IDEA CENTER The RJO Idea Center is a place to hone skills and share ideas that increase sales, make you a better manager and get you to think in new ways. The Idea Center is located on the sales floor and is open during buying hours. Drop by any time to brainstorm, or attend the scheduled sessions on topics from social media to sales training.
IDEA CENTER SCHEDULE Review the schedule below to take advantage of all the topics offered. SATURDAY, JANUARY 24 2 - 5 p.m. Kate Peterson 2 - 5 p.m. Glen Garrity
Sales Training & Hiring Fake ID, Fraud, Samples
2 - 5 p.m. 2 - 5 p.m
Nick Failla Charlotte Preston
Adjust Staff Behaviors, Increase Sales Brainstorm Business Concerns
4 - 5 p.m. 4 - 6 p.m. 4 - 6 p.m.
Mary Peterson Shane O'Neill Kelly Williams
Chat with the CEO Digital Marketing: Expert Tips Bench Tools and Bench Tips
4 - 6 p.m. Danny Cahill SUNDAY, JANUARY 25 10 a.m. - 12 p.m. Kate Peterson
Meet and Greet Our Keynote Speaker
10 a.m. - 12 p.m. 10 a.m. - 12 p.m. 10 a.m. - 12 p.m.
Glen Garrity Nick Failla Charlotte Preston
Fake ID, Fraud, Samples Adjust Staff Behaviors, Increase Sales Tune-up Your Online Presence
1 - 3 p.m. 1 - 5 p.m.
Mary Peterson Kate Peterson
Chat with the RJO Leadership Sales Training & Hiring
1 - 5 p.m. 1 - 5 p.m.
Glen Garrity Nick Failla
Fake ID, Fraud, Samples Effective Events
Sales Training & Hiring
1 - 5 p.m. Charlotte Preston MONDAY, JANUARY 26 10 - 11 a.m. Mary Peterson 10 a.m. - 12 p.m. Kate Peterson
Brainstorm Business Concerns
10 a.m. - 12 p.m 10 a.m. - 12 p.m
Glen Garrity Nick Failla
Fake ID, Fraud, Samples Effective Events
10 a.m. - 12 p.m
Charlotte Preston
Tune-up Your Online Presence
Chat with the RJO Leadership Sales Training & Hiring
PASSING YOUR BUSINESS TO THE NEXT GENERATION CHUCK FREY Rio Grande Center/West 8:30 AM – 10:20 AM
RJO San Antonio SATURDAY January 24, 2015 8:30 to 10:20 AM PASSING YOUR BUSINESS TO THE NEXT GENERATION Chuck Frey Passing your business to the next generation works the best when there is a total buy-out or some other no-strings attached transfer. That’s not always possible. The key is to provide for the financial needs of the “Retiring Generation” and for the fiscal needs of the business going forward. “Retirement” means “Exit Strategy.” No one simple solution fits all cases. You have to be the “Author” of the plan that works for you Professionals like attorneys, accountants and business consultants serve you the best when you can tell them what your goals are for the transfer (what you hope to accomplish). Then they can help you create the most advantageous way to structure your plan. Four Considerations for your Game Plan to Transfer to the Next Generation • • • •
The PURCHASE PRICE – What’s the business worth? The TRANSFER’S STRUCTURE - What’s the Business deal? FUNDING THE PROCESS OF TRANSFER - How will the transfer be financed? PRESENTATION OF THE TRANSFER TO THE PUBLIC - How will the public be prepared to understand the business is viable and ongoing?
THE PURCHASE PRICE What is your store worth? o o o
Would you pay a year’s volume for your store? Would you pay dollar for dollar for your inventory? Would you pay for your Good Will?
The “Succeeding Generation” is the only buyer who can inherit “good will.” The “Retiring Generation” is the best banker, because they have a vested and emotional interest in seeing the business thrive.
(A)
What if the store is over-inventoried for the amount of annual business it does? What if the store has a “great turn”, and inventory on hand is well below fifty-percent of the annual volume?
(B) • • •
•
The “Percentage of Cost + Percentage of Volume” Approach
How salable is the inventory, including the “aged” slower turn goods? What percentage of the inventory does the “aged- goods” represent? What will the impact on annual volume be when the “Retiring Generation” truly retires?
(C)
The “Dollar for Dollar on Inventory at Cost” Approach
The “What’s The Store Worth at Total Liquidation” Approach.
How much cash does the Retiring generation pocket if all the inventory and “Good Will” was liquidated direct to the public in a “Liquidation Sale”? A consulting firm, like ours, develops a projection on paper for a “Total Liquidation Sale” to the general public. This takes into consideration: o All Cash In o All Expenses Out o Cost Of “Owned Inventory” sold o Cost Of “Residue Inventory” remaining o Cost to run “The Sale Event” o The resulting “Net Cash” retained
THE TRANSFER STRUCTURE What will make or break the deal? It is a “Business Deal” but it’s also an “Emotional Transition.” Have any of these thoughts ever gone through your mind? Retiring Generation: • I want the business to continue because I want to provide a living for the next generation. • I want the business to continue because I need an income in retirement. • I want the business to continue for both of these reasons.
If I “Retire” does that mean I have to leave the store forever? • If I “Retire” what will I do / how will I define myself? • If I turn it over to my Son / Daughter I fear they’ll run it into the ground. • My Son/Daughter only wants to work the bench or the computer, not deal with the customers Succeeding Generation • Mom & Dad will never let go of the store. • Mom & Dad want the impossible deal. • How do I pay for it? •
Such emotion makes it imperative that the structure of the transition be a “True Business Deal,” structured as if you were dealing with an outside buyer/seller. • • • •
Who is buying the business? What is being transferred? How will it be paid for? What happens in the event of a default?
FUNDING THE PROCESS OF TRANSFER Assume the “Succeeding Generation” does not have financing to buy the store outright. Options? • • • •
Bank Loan Loan from the “Retiring Generation” Cash Raising Event Outright Gift
HOW TO PRESENT THE TRANSFER TO THE PUBLIC This has a lot to do with the structure of the business deal. It can be as simple as the “Retiring Generation” slowly fading into the background, to as bold a “Major Cash Raising Event” advertised in mass-media to the public over a two to four month period
COLORED GEMSTONES – YOUR UNIQUE STORY EARL ALLEN Regency 6 8:30 AM – 10:20 AM
Colored Gemstones
Unlike this handout it’s not black and white! 40 years of selling experience in the jewelry industry
Earl Allen - Saturday January 25th at 8:30
In this session we will discuss: • Color gemstones as a profit center. The untapped colored gemstone profit potential vs. Diamond margins that continue to shrink and a future that is not going to be better. • What is color? Color is Fashion, Fashion is Color. Learn several basic strategies and ideas to promote and sell color. • Your competition isn’t the expert! You should be and promote it! • Where do these gems come from and how you can turn these stories of origin, treatment, disclosure and 100% visible supply chain into sales and profit. • Train your sales team. Learn techniques and ideas to excite them and the consumer. If you change nothing. Nothing changes.
Phone 1-800-888-2444 • Website: www. columbiagemhouse.com • E-mail: information@columbiagemhouse.com
RJO JEWELCONNECT: YOUR 24/7/365 VIRTUAL TRADESHOW ANDREW BOUNDY Rio Grande East 8:30 AM – 9:20 AM
JewelConnect "2.3" With Enhanced In-Store “Kiosk” Feature ● ● ● ● ● ● ●
RJO Exclusive Group/Store Advertising Individual Store-Level Web Marketing Mobile Web Marketing E-Commerce & Online Diamond Selling Stock Balancing “Marketplace” Virtual Sales Assistant / Store Kiosk Andy Boundy RJO-JewelConnect
JewelConnect.com
Retailers: You can log-in to see any item vendor & details in just 2 minutes using JewelConnect.com
JewelConnect "2.3"
Individual Store Web Marketing Andy Boundy RJO-JewelConnect
Mobile ! JewelConnect "2.3" Fully-Mobile Web Marketing Market To The Under 30’s !!
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JewelConnect "2.3" SET UP
Online Diamonds: Catalog & Sales
Your Certs, Your Vendors, Your Mark-ups
Andy Boundy RJO-JewelConnect
Information on this page is "development version" only and will change upon launch.
JewelConnect "2.3"
Selling Your OWN STOCK Andy Boundy RJO-JewelConnect
JewelConnect "2.3"
Stock Balancing “JC-Marketplace” Andy Boundy RJO-JewelConnect
Only RJO Member Retailers Can Search “Marketplace”
JewelConnect "2.3"
Virtual Sales Assistant Store Catalog / Kiosk Andy Boundy RJO-JewelConnect
What Can JewelConnect Do? ●
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Our All-New Tablet Kiosk System Launching Jan 2015!
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Send foot-traffic business to your store with RJO cooperative marketing & advertising Power an entire website or add elements to an existing website Bring content, optimization and power to your online search engine placement Bring an entire new level of mobile marketing to your ads, store and website Allow you to sell both physical stock and diamonds online Find customers for pieces you can not move easily in order to release funds for ones that do Assist you with selling in-store as well as keeping clients happy and engaged *New For 2015*
DRILL DOWN ON BETTER JEWELRY PHOTOGRAPHY IN YOUR STORE JIM GROT Regency 4 - 5 8:30 AM – 9:20 AM
Drill Down on Your Photography Jim Grot Grot Imaging Studio www.Jewelerhub.net jim@jewelerhub.net
Lighting Setup 4 – LED Lights Foam Board Duct Tape Something to shoot on – Tile, Metal, Stone.
Hot Glue Gun
Camera Settings Mode - Manual White Balance – Custom (Read on how to set this for your camera, and shoot white paper for balance) Shutter Speed – 1/100 (this is a starting point, depending on how much light you have this will change) Aperture – F/8 (Start here and move to higher numbers to get more in focus) ISO - 200
Shutter 1/100 Aperture F/8 ISO 200
Shutter 1/80 Aperture F/29 ISO 400
Image Improvements Brightness – lighten or darken as needed but compare to other images to stay consistent Sharpen – Use unsharp mask (PS) or Sharpen filter to make image more crisp Layers – Use layers to enhance colored stones or de-saturate white metals
Original
Clipped
Saturation
Sharpen Stamp/Clean
Clipping Path A Clipping path is a tracing around your piece which allows you to separate it from the background. Clip images to use in ads such on JewelerHub.net or on any design you do not want to have a background around your piece.
Saving Files •File Name should be your SKU number •Save your first file as a TIFF or PSD This is for safety reasons in case you need to go back •Then save any additional files needed for specific needs PNG for single layer with a transparent background (Print or Web) Jpeg (Web) Jpeg with accurate clipping path (Print or Web)
File types like TIFF, jpeg, png and PSD are just methods of saving. It does not mean that a file will be quality. Many things come into play with quality, such as resolution or whether the file was increase from a smaller original file. So when asking for images from vendors you want a minimum 5”x5” 300 dpi Jpeg with clipping path or PNG/Tiff/PSD with a transparent background. A video of this seminar will be available on www.jewelerhub.net after the RJO show
EFFECTIVE WINDOW DISPLAYS OFFER CRITICAL BUSINESS SUPPORT MEGAN SCHMITT Rio Grande East 9:30 AM – 10:20 AM No handouts provided.
STAFF TRAINING AND TEAM MEETINGS KATE PETERSON
Regency 4 - 5 9:30 AM – 10:20 AM
RJO San Antonio January 25, 2015
Staff Training & Team Meetings Strategies To Inspire Your Staff & Enhance Learning and Growth
New… Different… GREEN… • Listen, Engage, Discuss • Write if you MUST… • A business card will get you the whole program!
Training Strategies
Ideas to Inspire Your Staff And Enhance Learning and growth
1
Perspective…
To: From:
Sujbect: Staff Meeting John, I prpose that tomorow’s staff meeting be held in the park across the street. The weather is supposed to be good. If you approve, let me know, and I will make the necessary arrangments. Date: __________________
Sue
Perspective… • Human Nature has an odd way of shifting our perspective in directions that work against us! – We typically tend to see the negative first – We often allow the ‘problem’ blind us to the range of opportunities
2
Perspective… • Keeping the right perspective is critical to focusing and driving a successful team! – – – –
Think through contingencies Look for opportunities Keep control of the process! It’s always easier when you have a plan!
SYNERGY... The whole performs better than each of its individual parts… NO wasted resources!
So… What’s the point?? • SYNERGY is critical to your success!
• Having the best – and best trained TEAM can be critical to your SURVIVAL!!
3
REMEMBER ‐
There’s something to be said for “potential”…
REMEMBER There’s something to be said for “potential”… But you can’t polish a brick!
Do It Right! • Quality Orientation – Immediate – Effective
• Productive Training – Well Designed – Time Sensitive
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Quality Orientation
Orientation • Start On the First Day… – Bring your new hire in after opening – Be prepared! Have all paperwork and orientation materials ready
Orientation • Start On the First Day… – Start the process with introductions ‐ preferably before the first day! – Begin orientation and training immediately
5
Orientation • Set standards and Expectations – Clearly define company goals and values • • • •
History Job requirements Service Philosophy Code of Ethics
Orientation • Set standards and Expectations – Lay out performance expectations ‐ in detail • • • • • •
Work hours Roles and tasks Lines of authority Customer standards Security Measures Training Expectations
Productive Training
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Training
Providing instruction with the intent of building skill for a specific task
Training • Capitalize on “HardWired” traits in training: – Provide ways to classify skills and behaviors – Lists ‐particularly checklists ‐ are effective and memorable.
Training • Capitalize on “HardWired” traits in training: – Use models that are non‐linear and define cause and effect – Train to balance instinct (emotion) with reason
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Training • Structure to accommodate the thought patterns of career retailers – Modular and flexible – Sensitive to various learning styles – Associate driven ‐ Management monitored
Training • Relevant content ‐ delivering knowledge AND skill – Framed in company culture and priority – Address key developmental areas – Immediately Transferable to productivity
A Winning Team… • • • •
Find the right people Choose the best of the best Start them right Train to keep them motivated and committed
• BE A GREAT LEADER!
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Trump’s Tips for Success #1: #2: #3:
Love what you do Stay focused ‐ NEVER quit Be passionate – Go with your gut even when it means going against the tide
Trump’s Tips for Success #4: #5: #6:
Ride the momentum Think Like a Winner! Be Lucky! The harder you work, the luckier you are!
Trump’s Tips for Success #7: #8:
Forgive legitimate mistakes, but don’t be a fool with regard to intentional actions. Surround yourself with GREAT people
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Trump’s Tips for Success… #9:
There’s no such thing as great people unless you are great FOR them!
#10: Never abdicate your own responsibility – BE A LEADER!
Passion Is Principal Loyalty Is Equity Innovation Is Capital Commitment Is Currency
THIS Is business!
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“Great Spirits have always encountered violent opposition from mediocre minds” Albert Einstein
5242 Aster Ave. | Canton, OH 44705 P. 330.492.1100 | F. 330.492.1101 performanceconcepts.net
Staff Training & Team Meetings Strategies To Inspire Your Staff & Enhance Learning and Growth
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FACEBOOK & PINTEREST: HOW YOU CAN BRAND YOURSELF AS BRIDAL EXPERTS AND REACH YOUR CUSTOMERS TIFFANY GONZALEZ Rio Grande Center/West 10:30 AM – 11:20 AM
LOSE YOUR QUIT: ACHIEVING YOUR PEAK PERFORMANCE DANNY CAHILL Regency 6 10:30 AM – 11:20 AM
Danny Cahill, Winner of NBC’s the Biggest Loser, Season 8
_________________ is the favorable or prosperous termination of attempts or endeavors; the accomplishment of one’s goals.
How do you define it? You may be successful, and have the wrong goal defined. ________________ are something that indicates limits; limiting or bounding lines. How bad do you want it? o Is your intention clear? What is the actual cost? o Cost vs. Benefit
_________________ is an act that one consciously wills and that may be characterized by physical or mental activity; energetic activity.
You cannot ___________ until you begin A journey of a thousand miles begins with a single step - Lao Tzu Being ___________ is a product of a lack of energy Newton’s First Law of Motion: o Every object in a state of uniform motion tends to remain in that state of motion unless an external force is applied to it Gravity (the couch) Roadblocks (distractions/negative forces) Limits or boundaries (self-imposed/Victim Mentality) Intention/Mechanism
Lose Your ______________
_____ _____________ is to give up or resign; let go; relinquish; (quitting) _________________ is firm or obstinate continuance in a course of action in spite of difficulty or opposition. It takes as much ______________ to quit as it does to continue. Don’t give up what you __________ ________ for what you _______ _______.
Lose Your ______________
________________ means to feel sorrow or remorse; a sense of loss or disappointment. (regret) Regrets ____________ _____________ ___________ You have to be ____________ with the ____________ you make. Take ________ _________ and run with them, take _________ __________ and learn from them.
Lose the ____________
___________ ____________made with deliberate intent to deceive; an _______________ ______________; o ___________ are not reasons. They are ________________ for failure. o ____________ or ______________ keeps you stuck. o Not owning your situation is ____________ ____________. Victims see life happening to them Responsible see them happening to life(choices)
Find Your ______________
A ____________ or ___________. o If you find your ________, you can tolerate the __________.
It should be ______________. o Not a broad ___________, but a _____________. Rebecca’s jeans Mary Claire, David & Darci 127 Hours He who has a __________ to live for can bear almost any ___________. Friedrich Nietzsche (Nee-chuh) 1844-1900 Victor Frankl – “Man’s Search for Meaning”
What one thing can you do TODAY to create velocity towards your GOALS? What can you lose? What is your why? Can you define it more specifically? What do you REALLY want? What is your TRUE INTENT? “Serve people; then serve them chicken.” Dan Cathy, Chick-fil-A
PLANNING A REMODEL OR NEW STORE DESIGN? MEGAN SCHMITT Rio Grande East 10:30 AM – 11:20 AM No handouts provided.
GOAL SETTING FOR MARKETING AND YOUR MARKETING CALENDAR GEORGE PROUT Regency 4 - 5 10:30 AM – 11:20 AM
GOALS E T T I NGF OR MARKETING&YOURMARKETINGCALENDAR
GEORGEPROUT:APPLIEDMARKETING101 S / MIDAMERICAJ OUT HE RNJ E WE L RYN E WS E WE L RYN E WS
SYNERGIZE YOUR ONLINE PLATFORMS SHANE O’NEILL Rio Grande Center/West 11:30 AM – 12:20 PM
Synergize Your Online Platforms Shane O’Neill - Vice President at Fruchtman Marketing A consistent message across platforms, especially your website and Facebook business page makes all the difference in reaching potential and returning clients. There is value in creating an online strategy to accurately reflect the experience which you offer customers in your brick & mortar store. Platforms such as Google Business and other social channels will also be discussed. In the past 5 years, the jewelry industry has seen the biggest fundamental shift in decades in how consumers shop. Brought on by the digital revolution and the proliferation of mobile devices, this shift has drastically changed the business landscape. Adaptation is key for ongoing business success and requires a strategic plan that helps navigate potential customers from an online world to a in-store experience. Today, the website serves as the primary hub for digital marketing and is just as important as the store itself. We’ll take a look at how consumers shop and what their expectations are online. You’ll learn how to build a successful online presence by utilizing tools to connect consumers to your business and deploy effective marketing initiatives that drive sales.
Want to dive deeper into you online presence? Visit Shane at the Idea Center Saturday, January 25 from 4:00-6:00 pm
About The Speaker
With more than 20 years of creative and marketing experience, Shane has set himself apart from other social and digital marketing experts by providing solid strategy and insight on proper methods for successfully building an online presence. His quality-over-quantity approach often highlights the pitfalls of non-strategic digital marketing efforts. As social and digital marketing have become a dominant force and an integral part of the luxury landscape, he believes marketing channels like social media must be part of a larger digital landscape that must all work in unison with one another. With extensive knowledge in areas such as paid search, social media, web and email marketing, Shane has the experience and understanding that is critical to successful media integration.
About Fruchtman Marketing
Fruchtman Marketing specializes in the jewelry industry. With over thirty years experience, they work with independent jewelers across the country along with designers, manufacturers and industry organizations such as The Edge, PANDORA, Fana and Jewelers Mutual. They are the go-to company on marketing and advertising issues for industry publications such as National Jeweler, JCK and INSTORE and are sought-after speakers at industry events.
EXPERIENCE. STRATEGY. RESULTS.
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ARE YOU READY?
STOP FAKE ID FRAUD BEFORE YOU ARE BURNED GLEN GARRITY Regency 6 11:30 AM – 12:20 PM No handouts provided.
TOOLS MAKE ALL THE DIFFERENCE FOR THE WINNER OF THE 2013 INSTORE BENCH PRESSURE CHALLENGE KELLY WILLIAMS Rio Grande East 11:30 AM – 12:20 PM
True Confessions of a Tool Junkie Kelly Williams
Read Stuller’s interview with Kelly Williams, the first woman to be the Overall Winner of the Instore Bench Pressure Challenge. INTERVIEW WITH INSTORE MAGAZINE'S 2013 ALL AROUND CHAMPION January 17, 2014 http://www.stuller.com/benchjeweler/newsandevents/view/52834/
In preparation for her RJO seminar and reflecting on that win, Kelly Williams says, “Speed and accuracy are the name of the game. I’ll discuss the tools that I used in the challenge and the tools that I use in my shop every day, and how they can help the RJO bench jeweler.” Expect Kelly to discuss: Ø Ø Ø Ø Ø Ø Ø Ø Ø
Graver Mach Powerhone Microscopes, Meiji vs Leica Work holding devices, large and small graver balls, turn table and articulated arm, inside ring holders Silent air compressor Welders, laser vs. pulse arc CAD and CAM, don’t get left in the dark ages Bench tips and tricks (and a tip of the hat to Jurgen Maerz) http://kwgoldsmith.com
TWEAK SALES BEHAVIORS TO INCREASE YOUR SALES NICK FAILLA Regency 4 - 5 11:30 AM – 12:20 PM
BE HAVI ORALS AL E ST RAI NI NG
ADAPT ABLE ICOACHABLE IMEASURABLE
NI CK F AI LLA DENT PRESI COLLECTED CONCEPTS TEL:( 586)3543600 L: NI CK@COLLECTEDCONCEPTS. COM EMAI