Connect with us

Eileen McClelland

Ever Wonder Where To Find New Customers?

Published

on

INSTORE’s March issue will include an article on the topic of where and how to find groups of customers who may be “hiding in plain sight.”

Real-life networking is a good place to start to find some of those elusive people, who for some reason have never had the good sense to just appear magically at your door, despite marketing efforts.

Social networking definitely helps break the ice, but there’s no substitution for making a good first impression face to face.

The important thing to remember, though, is to make that kind of contact genuine it has to be genuine. The group or the event ideally should be something you’re genuinely interested in.

Just as you tend to be best at selling something you’re especially enthusiastic about.

“Networking is important,” says Jim Alati, manager of Simmons Fine Jewelers in Boise, ID, “but it has to be something I enjoy doing as well. I’m a sports fanatic, I play ice hockey and I’m involved in a few ice hockey groups.”

Advertisement

So as a result of that interest, Alati regularly has contact with 300 similarly minded hockey fanatics. Inevitably, when one of those guys gets engaged or has an anniversary coming up, they naturally think about Jim and Simmons Fine Jewelry.

“I can’t tell you how many sales I’ve made,” Alati says. “But that’s the thing about networking. If you force someone to go they aren’t going to enjoy it or have much fun. So I tell people to find something you will enjoy doing.”

Your enthusiasm for a shared interest will make you the natural choice when they think about jewelry.

Kate Peterson of Performance Concepts says retailers too often discount the value of working within service groups or neighborhood groups. Networking groups that include members from a variety of professions and businesses – one in each category – also are helpful as a source of business and referrals.

And instead of waiting for new customers to come to you, think about how you can take the initiative.

“People open up a business, hang a sign and think everyone is going to show up,” Peterson says.

Advertisement

Maybe the key is to go to them.

Peterson shared the example of a woman who opened a grooming franchise in her neighborhood. As the owner of two large dogs, Peterson quickly became aware of the newcomer’s presence even before the place opened.

“She spent hours at the dog park,” Peterson recalls. “The way she went about it was absolutely genius, figuring out where her customers were, how to target them and how to become a part of their community, to focus on what’s important to them. Since she opened it takes weeks to get an appointment.”

Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular