Connect with us

Tip Sheet

A Metaphor for the Importance of Perseverance and More November Tips

mm

Published

on

Don’t Get off the Bus

There is nothing new under the sun, goes the proverb from Ecclesiastes, so if you want to be innovative, it’s best to stay the course rather than look for new areas to conquer. Consistency, hard work and persistence yield success. So says photographer and writer Arno Rafael Minkkinen’s “Helsinki Bus Station Theory.” If you hop on a bus leaving Helsinki (a metaphor for your work), you’ll see that the route you’re taking has been taken before. Wanting to be an innovator, you’ll get off the bus at the first stop, grab a cab back to the bus station and jump on a different bus. Again, you’ll realize that this route has already been taken, too. “This goes on all through your creative life, always showing new work, always being compared to others. What to do? Stay on the bus. Because if you do, in time, you will begin to see a difference,” he says. Over time, your own personality, voice and ideas will shine through.

This article originally appeared in the November 2016 edition of INSTORE.


Love Your Vendors

The vendor-retailer relationship can become strained at times. But ultimately, it’s one of mutual benefit. To keep those bonds healthy, Long Jewelers in Norfolk, VA, holds an annual Vendor Appreciation Dinner toward the end of the year.


Keep Bad Debt Honest

Sooner or later a customer will fail to make good on a debt, leaving you with no option but to write it off. Many business owners record the hit against revenue, but Ken Kaufman, author of Impact Your Business, advises against this, so as not to distort how your business is actually performing. “You should expense it. It is a cost of doing business and it should not hurt all the work you are doing to correctly recognize revenue,” he writes on the Amex OPEN Forum blog.


Don’t Slouch

Stop slouching. “If you take on a collapsed position, it really shifts the physiology,” Erik Peper, a health education professor at San Francisco State University, told Bloomberg. Tests have shown that slouchers’ testosterone levels go down, cortisol levels go up, and they have more helpless thoughts. The opposite happens when you sit up, stretch, or, even better, skip on the spot for just 10 seconds.

Advertisement

To-Do Triumph

If you use a to-do list to guide your task choices through the week, leave your “done” items at the top as you knock them off, suggests productivity website Lifehacker. The feeling of accomplishment will help you get through the other items.


Day Trips Dazzle

 Nobel laureate psychologist Danny Kahneman showed that when it comes to experiences, our memories of events are dominated by what they were like at their peak (for positive events) and at their nadir (for negative events) — and what they were like at the very end. In terms of vacations, that suggests it’s often better to plan more, shorter breaks, rather than stretching them out to two weeks.


It Starts with Sales Staff

Preparing a holiday ad campaign? Rather than start with a big concept, reverse-engineer the process, says Mark Stevens, author of Your Marketing Sucks. Talk to your salespeople first and then work your way back to strategy, he writes on the Amex Open Forum. “Salespeople are the ones who get the phones hung up on them. They’ll tell you what works.”


Vanishing Email Address

Ever wanted an email address you could discard like a pair of chopsticks? 10 Minute Mail (10minutemail.com) is for you. The service sets you up with a self-destructing email address that expires in — yep — 10 minutes. Your temporary inbox works just like regular email. Whitepaper downloaded, anonymous comment posted, whatever — once you’re done, pull the pin and walk away.


Speak on the Breath

Harness your breath for a more powerful sales-floor presentation, says Allison Shapira, lecturer at Harvard Kennedy School of Government. Shapira recommends this exercise: Stand tall. Put one hand on your belly button and one hand on your chest. Breathe deeply into your stomach and then take note which hand moves. (It should be the lower one). “Then exhale slowly, and speak ‘on the breath,’” she says. “Use your breath to support your words by letting it out steadily while you are speaking.”


Alarm Bells

Red flag: A shopper who asks to see the most expensive item in the store. The Jewelers’ Security Alliance recommends establishing a price threshold where staffers ask to see identification when a consumer wants to try on something “super expensive.” (Tip: blame it on “insurance company rules.”)

Advertisement

Failure Wall 

Consider a “failure wall” — a flat space, preferably in your back room, where you and staff can share your “growth lessons” with each other. “Something magical happens to failure when it’s openly acknowledged,” writes business author Jeff Stibel in a column for Bizjournals.com. “Paradoxically, it becomes less of a big deal. The idea of failure is often the elephant in the room.”

Advertisement

VIDEO HIGHLIGHT

Wilkerson Testimonials

Texas Jeweler Knew He'd Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

Most retailers only have one GOB sale in their lifetimes. This was the case for Gary Zoet, owner of Shannon Fine Jewelry in Houston, Texas. “Wilkerson has done thousands of these sales,” says Zoet. “I’ve never done one, so it’s logical to have somebody with experience do it.” The result exceeded Zoet’s expectations. Wilkerson took care of everything from marketing to paperwork. When it’s time for you to consider the same, shouldn’t you trust the experts in liquidation?

Promoted Headlines

Want more INSTORE? Subscribe to our newsletter.

Comment

Tip Sheet

The Best Question to Ask Job Candidates and More Tips for March

Don’t miss “the right-hand close.”

mm

Published

on

Security
Beware Social Thieves

Going to Basel? Beware of who you tell, what you post, and how you move. “Skilled gangs of robbers monitor social networks, and, based on information that the exhibitors post, the robbers have attacked, robbed and even burglarized hotel rooms that the exhibitors were staying at,” Itay Hendel, CEO of Israel-based ISPS, which specializes in theft prevention for the jewelry industry, says in a statement.

Management
Will Do, Not to Do

When making your daily to-do list, don’t pick 20 things you hope to do and that you think will add up to one day’s work: you’ll overestimate your capacities. Instead, pick the three or four most important things and really commit to doing them, even if you think they’ll take you only a couple of hours, suggests Luciano Passuello at litemind.com.

Showroom
Sign Language

When you go to a jewelry show, you ask your vendors what’s new, right? Of course you do. Consultant Larry B. Johnson, author of The Complete Guide to Effective Jewelry Display, says the best way to draw customer interest from regular clients is to put a whiteboard on an easel (total cost: $79) just inside your door with all of your new products written on it.

Sales
The Right-Hand Close

Owners are uniquely placed to provide a blessing to close a sale, but knowing when to intervene can be tricky. The sales associates at Linnea Jewelers in La Grange, IL, signal such situations by shifting the piece to their right hand (a technique recommended by sales trainer Shane Decker). Owner Denise Oros will then step in to provide the reassurance that’s often needed with a line such as “Great choice! I got that stone, pearl, etc. in Tucson, it is a one-of-a-kind, she will love it! You really have an eye for the finer things.”

Personal
Keep Vacations Short

There seems to be a belief that a “proper” vacation requires at least a week off. But as the American psychologist Thomas Gilovich told the Boston Globe recently, “If you have to sacrifice how long your vacation is versus how intense it is, you want shorter and more intense.” That’s because we remember and judge our experiences, whether good or bad, not in their entirety, but according to how they felt at their emotional peak and at the end.

Hiring
Ask How They Prepared

Anand Sanwal, the CEO and co-founder of fast-growing tech company CB Insights, has an interesting take on the best question to ask a job candidate: “Tell me how you prepared for this interview.” Not only does the reply likely reveal a lot about how the person’s commitment to the position — do they care? — but it will hint at their work ethic and their analytical capabilities, he says.

Continue Reading

Tip Sheet

A Low-Tech Loyalty Program and More Tips for February

From bench training to personal expectations, this advice provides holistic assistance.

mm

Published

on

TrainingTake Your Bench Live

Live feeds from the bench have been used by jewelers to build showroom ambience and by sales associates to close sales for more than a decade. But there’s a second benefit that’s often overlooked — as a training tool, says Jude Dutille, owner of Dutilles Jewelry Design Studio in Lebanon, NH. Dutille has a camera at his work bench to “provide micro-visuals of what he is demonstrating,” be it stone-setting, fabrication, or hand-engraving to his staff of goldsmiths (all of whom are trained in-house “from scratch”).

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’
The Barb Wire

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’

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

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

Podcast: How to Find Good People and Avoid Employee Nightmares
JimmyCast

Podcast: How to Find Good People and Avoid Employee Nightmares

ServicePass The Buck

A neat — and cheeky — way of dealing with overly demanding customers from a fellow independent retailer in the vision business: BJ Chambers of Carrera Optical in McQueeney, TX, told INVISION Magazine she keeps business cards of other optical shops on hand and gives them to problem patients and suggests they “go visit.”

ExperienceProtect The Window View

Yes, the job market is tight and you might be short of staff, but hang those flyers on a local bulletin board or near your counter, not on your storefront window as some retailers are doing. “Your front window is your customers’ first impression of your store,” says merchandising expert Tom Crossman. “Don’t make it a messy one.”

PersonalExpect Less

The problem with high expectations is they often result in future disappointment. Meanwhile, low ones tend to make you glum in the present, given there’s not much to look forward to. The answer? Stop expecting, says Jason Fried, who has written several books on work. “I used to set up expectations in my head all day long. But constantly measuring reality against an imagined reality is taxing and tiring, [and] often wrings the joy out of experiencing something for what it is.” Expectations also keep you mentally living in the future and deflated when events don’t measure up — even if what does happen is actually pretty good. In 2019, don’t expect … so much.

IncentivesLow-Tech Loyalty Program

Two-thirds of consumers shop more frequently and spend more at retailers with loyalty programs. But if all the recordkeeping seems like too much of a headache, you could do what Maxwell & Molly’s Closet, a pet-grooming business not far from our office in New Jersey, does: Spend $200 and earn 5 percent off all purchases for life. People appreciate simplicity.

MarketingFind Your CPP

When plotting a mass medium campaign, be sure to speak with the TV or radio channel’s consultants on how to best utilize your budget and determine what the “cost per person” you reach is, advises J. Dennis Petimezas, owner of Watchmakers Diamonds & Jewelry in Johnstown, PA. “What may be the most expensive on a cursory review may be the smartest choice if you do your homework,” he says, adding that any consultation should be at the station’s expense. “They can afford it, so don’t take no for an answer.”

Continue Reading

Tip Sheet

The Negativity Board, Clients in Advertising and More Tips for January

Why don’t you hold your opinions first and ask theirs?

mm

Published

on

management

Hold Your Peace

According to Simon Sinek, author of the business best-seller Start With Why, the typical business meeting follows this pattern: the manager outlines the problem, says what he thinks, and then asks staff for their opinions. But by then it’s too late, says Sinek. The direction of the discussion has already been set. The ability to hold your opinions has two benefits, he says: “One, it gives everyone else the feeling that they have been heard. And two, you get the benefit of getting to hear what everybody has to think before you render your opinion.” Yes, you can ask questions, but otherwise just sit back and take it in.

marketing

A Path Less Traveled

It’s not just shopping review sites that will drive traffic in your direction; travel websites can help too, especially if you’re in a holiday or gemologically significant destination. “I am so excited,” Stephenie Bjorkman recently posted on her Facebook page after TripAdvisor added her store, Sami Fine Jewelry in Forest Hills, AZ. “This is huge for our Arizona amethyst and American Gem Collection,” she noted.
Advertisement

personal

Getting Better Every Day

If you’re still scratching around for a guiding principle for 2019, consider this one from Gretchin Ruhin, author of the best-seller The Happiness Project: “What you do every day matters more than what you do once in a while.” That applies not only to the life’s work you build on a daily basis, but also the things you spend your money on. Do you really need that huge SUV if you only ever drive to work and home?

management

Wipe It Clean

New year, new slate. That’s also the thinking behind the negativity board at Di’Amore Fine Jewelers in Waco, TX. “This board is designed to prevent any negative mindset throughout the day,” explains store president Monali Pandya. When one of life’s curveballs causes a nosebleed, “we encourage staff members to feverishly write any negativity on the board.” Much like an Etch-a-Sketch, once the negative thought has been written, it is “shaken off” with the victorious push of a button.

marketing

Locators, Locators, Locators

Reaching new customers is a constant struggle, and marketing is expensive. In response to this, EyeStyles Optical and Boutique, an independent eyewear retailer in Oakdale, MN, targets vendors that drive traffic through store locators. “The more store locators you can be found on, the better your ability to reach your customer,” owner Nikki Griffin told INVISION Magazine.

advertising

Go Real

Figuring young, 20-something models didn’t represent their brand and demographic, Onyx II Fine Jewelers in Watertown, CT, opted for real customers in its ad campaigns. “It’s a chance we took, approaching clients with this idea, not sure they would be interested in partaking,” says brand manager James Michael Murphy. But the outcome has been “wildly popular” he says. “They love it and everyone wants their chance to be in a campaign.”

Continue Reading

Most Popular