In a sense, the operation of the store depends on the boss, while the daily management of the store depends on the manager. Nowadays, a strange phenomenon often appears in jewelry stores, especially in small and medium-sized cities. The store manager, like the shopping guide, works for half a day and gets a personal commission. The boss always complains that the store manager is inefficient. In fact, in this case, any competent store manager can't play a role. The manager must be responsible for the whole store first, otherwise he can't be called the manager. If you don't provide a platform for managers to play, how can he create value for you? 3. Shopping guides can be divided into four categories: the first category is people who are willing to do good deeds and have the ability; The second category is people who have the ability but don't want to do things well; The third category is people who want to do good deeds but lack ability; The fourth category is people who have no ability and don't want to do things well. What the boss has to do is to resolutely exclude the fourth category, transform the second and third categories and stabilize the first category. Many bosses attach great importance to the sales skills and professional knowledge of shopping guides and pin their hopes on professional training. It is true that professional training is necessary, but if we can't solve the problem of "trying to do things well", everything will be in vain. This is actually a matter of mentality. The shopping guide has a good mentality, which is better than all professional trainings. If the boss wants to keep his employees in a good state of mind, he must spare no effort in communication and interaction with employees, listen to their voices, respect their reasonable demands, and form a harmonious relationship between the boss and employees. Sixth, advertising and promotion. Doing shop business is nothing more than paying attention to "people buy goods and go out." The typical example of "people go out without buying goods" is Ping An Insurance, which adopts telephone marketing and abandons the traditional door-to-door marketing method, and the effect is remarkable, but the jewelry store is still just "sitting and selling". That means ensuring that "people come in" no matter what. How to let people in? One of the most important means is advertising. No matter how good your shop is, people will know, because it is always difficult for people to accept what they don't know and don't understand. There are many forms of advertisements, such as common TV advertisements, wall advertisements, outdoor advertisements, etc., while good word-of-mouth and excellent service are intangible advertisements. At the beginning of opening, advertising should be vigorously promoted, because it will directly determine your popularity during opening, which will directly determine your wealth and affect your confidence in doing business. At present, most of the shops in small and medium-sized cities are publicized and opened by putting on TV advertisements, issuing TM sheets, mobile car body advertisements, roadshows, posters and X stations. The opening promotion activities are mainly based on discounts, vouchers and gifts, such as roadshows and mobile car bodies, which are very effective; X-shaped display stands, posters, vouchers, joint promotion and other relatively new forms of advertising promotion are not very popular, which is related to the social and economic development level of small and medium-sized cities. At the end of the opening period, large-scale publicity activities have ended, mainly to attract popularity with promotional activities. Car body advertising, wall advertising and outdoor advertising can be carried out all year round. Small and medium-sized cities have advantages in advertising: they are very flexible and limited, and advertising forms can be diversified. Of course, the distribution of TM tickets, mobile car body advertisements, low discounts and other advertisements can play a good role in publicity and gather popularity in a short time, but it also harms brand taste and grade, so such advertisements are rare in big cities. Many stores are not clear when advertising, and they don't know what the purpose of publicity is. They go with the flow and follow the trend seriously, which leads to poor publicity effect.