The American Gem Society (AGS) has introduced a new custom sales-training program developed exclusively for AGS members that offers opportunities for both classroom and online learning.

"Custom Sales Training: Measured Results" launched officially at the AGS 2008 Conclave in April, with classes following early this summer at the AGS' Las Vegas headquarters from June 4-5, and in Ashville, N.C., from June 15-19.

Participants at the sold-out classes engaged in real jewelry sales scenarios, including responding to customer objections and learning how to identify and respond to customer needs.

Instructor-led training classes include a two-day course for sales associates and a one-day coaching class for managers and trainers. The Web-based course focuses on critical training skills for sales associates, and can stand alone or serve as an introduction to or ongoing support for the instructor-led courses.

"Everyone in the fine gem and jewelry industry knows competition is fierce," AGS Executive Director and Chief Executive Officer Ruth Batson said in a media release. "And as the challenges to growing a business increase, I can't think of a time when it's been more important to have a trained and focused sales team."

The online course is continuously available and open for enrollment. The next instructor-led classes will be held at the AGS' Las Vegas headquarters from Aug 18-19 and from Oct. 6-7. One-day coaching classes will be held on Aug. 20 and on Oct. 8. Class size is limited to 20.

For more information, contact Melissa Spence at mspence@ags.org.