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Clienteling has become a cornerstone of successful luxury retailers, where relationships matter as much as the products they sell. For Appelt’s Diamonds, empowering sales associates with the tools and training they need to thrive is essential. Douglas Thevenot, Director of Operations, shares insights into how his team achieves clienteling excellence, offering actionable takeaways for other retailers.
Step 1: Create a clear feedback loop
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A consistent feedback loop and training are critical to flagging the behaviors that are working - and what needs to change. Set up a bi-weekly 1:1 between the manager and the individual for personal coaching and input.
“When there’s no targeted coaching plan, sales associates are left without a clear pathway on how to improve their skills. If they don’t know how to improve their skillsets, it leaves them in a stagnant position,” he explains. Constructive criticism, delivered professionally and with a culture of encouragement and building up your team can do wonders.
A lack of motivation and insufficient access to training or mentorship further compound the problem.
“Everyone has the power to be successful—it’s the manager’s job to help bring it out,” Thevenot emphasizes. Creating an environment where employees have clear goals, tailored coaching, and opportunities for growth can unlock untapped potential.
Step 2: Coaching for connection
Helping associates connect with customers on a deeper level is a top priority.
“We use individual development plans that are driven by communication and observation,” Thevenot shares. By tailoring coaching to individual needs and focusing on creating meaningful connections, associates are encouraged to let their personality shine. “People buy from people they like,” he points out.
Technology also plays a pivotal role. “Clientbook plays a huge part in connecting with customers. We’ve had to adapt to how people want to be connected with, and today that’s texting,” says Thevenot. Clientbook’s tools help the team anticipate guest needs, leveraging data on past purchases, birthdays, and anniversaries to enhance clienteling efforts.
Step 3: Invest in consistent training
At Appelt’s Diamonds, training is more than a box to check—it’s an investment in the team’s ability to connect with clients.
“We offer a multi-tiered training program that provides staff with not only certification with diamonds but also teaches them the scope of how jewelry is created,” says Thevenot. This comprehensive approach equips associates with the knowledge to explain repairs and recommend services confidently.
Equally important is the focus on guest services. “We approach it from a concierge service perspective rather than a sales perspective. You really need to come from that perspective in the luxury space,” he adds. This philosophy allows sales associates to adapt their selling techniques to meet individual guest needs, fostering trust and creating a personalized experience.
Bonus tip: Training needs to happen year-round, not just once a year. At a minimum schedule quarterly training sessions around the soft skills necessary to create a strong clienteling skillset.
Step 4: Personalize follow-up strategies
Rather than relying on rigid scripts, Appelt’s Diamonds uses a flexible communication strategy. “The way you communicate with your guest should mirror the in-store experience you had with them,” says Thevenot. This ensures follow-up interactions feel authentic and meaningful, further strengthening client relationships.
You should be tracking communications in a single place so you have a unified record of interactions with the client. Software like Clientbook, the clienteling app for jewelry and luxury retailers, has customer relationship management (CRM) capabilities built-in to make this simple and easy.
Step 5: Coaching for connection
Helping associates connect with customers on a deeper level is a top priority.
“We use individual development plans that are driven by communication and observation,” Thevenot shares. By tailoring coaching to individual needs and focusing on creating meaningful connections, associates are encouraged to let their personality shine. “People buy from people they like,” he points out.
Technology also plays a pivotal role. “Clientbook plays a huge part in connecting with customers. We’ve had to adapt to how people want to be connected with, and today that’s texting,” says Thevenot. Clientbook’s tools help the team anticipate guest needs, leveraging data on past purchases, birthdays, and anniversaries to enhance clienteling efforts.
Step 6: Empathy as a cornerstone
If Thevenot could improve one skill across his team, it would be empathy. “Strategic empathy is the ability to genuinely understand the guest who walks in the store and what makes them tick,” he says. By listening more than talking, associates can uncover what the guest truly values, transforming transactions into meaningful experiences. “Jewelry is all about love, because it’s an emotion-based purchase, so it has to start with empathy,” he explains.
Step 6: Goal setting and motivation
Clear and measurable goals are essential for fostering growth. “Every goal we set is built around the SMART goal framework,” Thevenot says. Regular one-on-one meetings between associates and managers ensure alignment on both short-term performance metrics and long-term career aspirations. Providing real-time data keeps associates engaged and accountable.
At Appelt’s Diamonds, motivation is highly individualized. “You need to motivate them in the way they need to be motivated. For some it’s through monetary means, others through positive reinforcement,” Thevenot explains. By understanding what drives each team member, managers can inspire their best performance.
The takeaway
Appelt’s Diamonds exemplifies how intentional training, empathetic coaching, and investing in strategic tools like Clientbook for your sales associates can elevate clienteling practices in your store. By creating a culture of professional growth and connection, you can ensure your team’s success and solidify lasting relationships with your clients.
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