The American Gem Society (AGS) has initiated a new programme, to guide companies in training their sales associates. The initiative entitled ‘Custom Sales Training: Measured Results classes’ was launched at the AGS Las Vegas headquarters on June 4 and 5, and in Asheville, N.C. June 15-19. %% The training was designed to inform through practical knowledge, through enactment of real jewellery sales scenarios, facing customer objections, and begin receptive to the customers’ needs. %% The programme includes options for both classroom and online learning. Instructor-led training classes. Sales associates can enroll for a two-day course, while AGS has designed a one-day coaching class for managers and trainers. The Web-based course, which focuses on critical skills training for sales associates, can stand alone or serve as an introduction to ongoing support for the instructor-led courses. %% “Everyone in the fine gem and jewelry industry knows competition is fierce,” said Ruth Batson, executive director and CEO of the Society. “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”, she added. The programme was officially launched at the American Gem Society 2008 Conclave in April, exclusively for Society members. %% The next instructor-led courses will be held at the Society’s Las Vegas headquarters during August and October.