San Antonio 2015 Seminar Handbook

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

8:30 – 9:20am

Passing Your Business to the Next Generation Chuck Frey, Charles Frey & Co.

Colored Gemstones – Your Unique Story Earl Allen, Columbia Gem House

RJO JewelConnect: Your 24/7/365 Virtual Tradeshow Andrew Boundy, JewelConnect

Drill Down on Better Jewelry Photography in Your Store Ken Deason, Federated Insurance

Break

9:30 – 10:20am

Effective Window Displays Offer Critical Business Support Megan Schmitt, Stuller

Staff Training and Team Meetings Kate Peterson, Performance Concepts

Break

10:30 – 11:20am

Facebook and Pinterest: How You Can Brand Yourself as Bridal Experts and Reach Your Customers Tiffany Gonzalez, Keep Me Connected

Lose Your Quit: Achieving Your Peak Performance Danny Cahiil

Planning a Remodel or New Store Design? Megan Schmitt, Stuller

Goal Setting for Marketing and Your Marketing Calendar George Prout, Gems One

Break

11:30am – 12:20pm

Synergize Your Online Platforms Shane O’Neill, Fruchtman Marketing

Stop Fake ID Fraud Before You are Burned Glen Garrity, G2 Identity Management

Tools Make All the Difference for the Winner of the 2013 Instore Bench Challenge Kelly Williams, K.W. Goldsmith

Tweak Sales Behavior to Increase Your Sales Nick Failla, Collected Concepts

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 Sales Training & Hiring

2 - 5 p.m. Glen Garrity Fake ID, Fraud, Samples

2 - 5 p.m. Nick Failla Adjust Staff Behaviors, Increase Sales

2 - 5 p.m Charlotte Preston Brainstorm Business Concerns

4 - 5 p.m. Mary Peterson Chat with the CEO

4 - 6 p.m. Shane O'Neill Digital Marketing: Expert Tips

4 - 6 p.m. Kelly Williams Bench Tools and Bench Tips

4 - 6 p.m. Danny Cahill Meet and Greet Our Keynote Speaker

SUNDAY, JANUARY 25

10 a.m. - 12 p.m. Kate Peterson Sales Training & Hiring

10 a.m. - 12 p.m. Glen Garrity Fake ID, Fraud, Samples

10 a.m. - 12 p.m. Nick Failla Adjust Staff Behaviors, Increase Sales

10 a.m. - 12 p.m. Charlotte Preston Tune-up Your Online Presence

1 - 3 p.m. Mary Peterson Chat with the RJO Leadership

1 - 5 p.m. Kate Peterson Sales Training & Hiring

1 - 5 p.m. Glen Garrity Fake ID, Fraud, Samples

1 - 5 p.m. Nick Failla Effective Events

1 - 5 p.m. Charlotte Preston Brainstorm Business Concerns

MONDAY, JANUARY 26

10 - 11 a.m. Mary Peterson Chat with the RJO Leadership

10 a.m. - 12 p.m. Kate Peterson Sales Training & Hiring

10 a.m. - 12 p.m Glen Garrity Fake ID, Fraud, Samples

10 a.m. - 12 p.m Nick Failla Effective Events

10 a.m. - 12 p.m Charlotte Preston Tune-up Your Online Presence

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 Would you pay a year’s volume for your store? o Would you pay dollar for dollar for your inventory?

o 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) The “Dollar for Dollar on Inventory at Cost” Approach

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 “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 GemstonesUnlike 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: [email protected]

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 & detailsin just 2 minutes using JewelConnect.com JewelConnect "2.3"

Individual Store Web Marketing


JewelConnect "2.3"

Fully-Mobile Web Marketing

Market To The Under 30’s !!

=

Mobile !

JewelConnect "2.3"

Online Diamonds: Catalog & Sales


Information on this page is "development version" only and will change upon launch.

SETUP

Your Certs, Your Vendors, Your Mark-ups

JewelConnect "2.3"

Selling Your OWN STOCK


JewelConnect "2.3"

Stock Balancing “JC-Marketplace”


Only RJO Member Retailers Can Search “Marketplace” JewelConnect "2.3"

Virtual Sales AssistantStore Catalog / Kiosk


Our All-New Tablet KioskSystem Launching Jan 2015!

What Can JewelConnect Do?● Send foot-traffic business to your store with RJO co-

operative 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 [email protected]

http://www.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

Sharpen

Saturation

Stamp/Clean

Clipped

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)

A video of this seminar will be available on www.jewelerhub.net after the RJO show

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.

http://www.jewelerhub.net/

EFFECTIVE WINDOW DISPLAYS OFFER

CRITICAL BUSINESS SUPPORT

MEGAN SCHMITT


No handouts provided.

STAFF TRAINING AND TEAM MEETINGS

KATE PETERSON

Regency 4 - 5 9:30 AM – 10:20 AM

RJO San AntonioJanuary 25, 2015

1

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 StaffAnd Enhance Learning and growth

2

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

3

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!!

4

REMEMBER ‐

There’s something to be said for “potential”…

But you can’t polish a brick!

REMEMBER -

There’s something to be said for “potential”…

Do It Right!

• Quality Orientation

– Immediate

– Effective

• Productive Training

– Well Designed

– Time Sensitive

5

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

6

• 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

Orientation

Productive Training

7

Providing instruction with the intent of building skill for a specific task

Training

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

8

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!

9

Trump’s Tips for Success

#1: Love what you do

#2: Stay focused ‐ NEVER quit

#3: Be passionate – Go with your gut even when it means going against the tide


#4: Ride the momentum

#5: Think Like a Winner!

#6: Be Lucky! The harder you work, the luckier you are!


#7: Forgive legitimate mistakes, but don’t be a fool with regard to intentional actions.

#8: Surround yourself

with GREAT people

10

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!

Innovation Is Capital

Commitment Is Currency

Passion Is Principal

Loyalty Is Equity

THIS

Is business!

11

“Great Spirits have always encountered violent

opposition from mediocre minds”

Albert Einstein

5242 Aster Ave. | Canton, OH 44705P. 330.492.1100 | F. 330.492.1101

performanceconcepts.net

Staff Training & Team Meetings

Strategies To Inspire Your Staff &Enhance Learning and Growth

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



GOAL SETTING FOR MARKETING AND

YOUR MARKETING CALENDAR

GEORGE PROUT

Regency 4 - 5 10:30 AM – 11:20 AM

GOAL SETTING FORMARKETING & YOUR MARKETING CALENDAR

GEORGE PROUT: APPLIED MARKETING 101SOUTHERN JEWELRY NEWS/MID AMERICA JEWELRY NEWS

SYNERGIZE YOUR ONLINE PLATFORMS

SHANE O’NEILL

Rio Grande Center/West 11:30 AM – 12:20 PM

Shane O’Neill - Vice President at Fruchtman MarketingA 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 SpeakerWith 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 MarketingFruchtman 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.

Synergize Your Online Platforms

EXPERIENCE. STRATEGY. RESULTS. | ARE YOU READY?

STOP FAKE ID FRAUD BEFORE YOU ARE

BURNED

GLEN GARRITY

Regency 6 11:30 AM – 12:20 PM


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 Graver Mach Ø Powerhone Ø Microscopes, Meiji vs Leica Ø Work holding devices, large and small graver balls, turn table and articulated

arm, inside ring holders Ø Silent air compressor Ø Welders, laser vs. pulse arc Ø CAD and CAM, don’t get left in the dark ages Ø Bench tips and tricks Ø (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

BEHAVIORAL SALES TRAININGBEHAVIORAL SALES TRAININGADAPTABLE I COACHABLE I MEASURABLE

NICK FAILLAPRESIDENTCOLLECTED CONCEPTSTEL: (586) 354-3600EMAIL: [email protected]

Documents

San Antonio 2015 Seminar Handbook