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Over the Counter

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths

By learning the customer’s backstory, he provided a service the Internet never could.

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OVER THE COUNTER EPISODE 7: HOW THE INTERNET ALMOST WON (8:03 MINUTES)

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IF TODAY’S JEWELER has an arch-nemesis, it has to be the Internet.

It’s an imposing opponent, a protean, seemingly omnipresent foe offering unparalleled convenience, massive selection, and hard (but not impossible) to beat prices.

In this month’s episode of Over the Counter, Kyle Bullock, who typically shares stories of other jewelers’ most memorable sales, tells the story of one of his own memorable recent sales. In this transaction, Kyle faces off against the Internet … and wins.

Trying to serve a long-time acquaintance, Kyle finds himself unable to match the far lower prices available online, even at a loss. The customer’s hesitancy to buy from him, despite their existing relationship, shakes Kyle … and even plants a seed of doubt about his own future in the jewelry business. But once he learns more about the customer’s backstory, Kyle is able to do something — and provide a service — that the Internet never could.

You’ll learn an important lesson in Kyle’s latest podcast, “How the Internet Almost Won”.

To receive all of Kyle’s podcasts on your mobile phone, subscribe to “INSTORE Podcasts” on Apple Podcasts, Google Play, Stitcher, or your favorite podcast platform.

Kyle Bullock is a fourth-generation jeweler who manages Bullock's Jewelry in Roswell, NM. He is also a best selling author, speaker and performer, and small business coach. To contact him, email him at [email protected].

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Wilkerson Testimonials

Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

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