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David Geller: Maximize Each Sale When Taking A Repair

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When a repair walks in the door, don’t let a missed sale walk out shortly after.

 

{loadposition davidgellerheader}

[h3]Maximize Each Sale When Taking A Repair[/h3]

To ensure you’re getting the most out of every sale — and the customer the best service — be sure to cover all these points when the next repair customer comes in the door.

[dropcap cap=1.]Suggest having all prongs tipped when only one is bad as the others are probably thin as well[/dropcap]

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[dropcap cap=2.] Ring sizings with a shank less than a millimeter thick probably should have a new thicker shank installed.[/dropcap]

[dropcap cap=3.] Show every sizing customer a sample of an arthritic shank (FingerMate, SuperFit, etc). You might sell one to every 10-20 customers.[/dropcap]

[dropcap cap=4.] When replacing a soldered pin in a tennis bracelet or other type of bracelet with pins, know that the first three rivets on either side of the clasp (six in total) usually wear and get thin long before the pins in the center do. Suggest replacing all the pins even if you have to give a 20 percent discount on the total of six. The customer will have a better job and you’ll make more money. Be sure and lay the bracelet on a photocopying machine (unless you have a camera) and keep a copy of a picture of the broken bracelet in the job envelope. This will prevent the customer later saying it’s the same pin you repaired.[/dropcap]

[dropcap cap=5.] Tell customers there is an extra charge of $20 to check and tighten stones in their jewelry above five (first four stones are checked free). For this fee, “we will check and tighten every stone, and make sure they are tight for one year. If they get loose, we’ll tighten them at no charge and if they fall out we will replace them at no charge.” Yes, you can limit size and such, but the customer should know this up front. Do the math. A typical store will sell 70 percent of its customers who are presented with this option. If you take in 5,000 jobs a year and 60 percent of the jobs coming in have five or more stones and 70 percent of those folks say yes, you’ll take in $45,000 a year in lost stones. This money goes right to the bottom line.[/dropcap]

David Geller is an author and consultant to jewelry-store owners on store management and profitability. E-mail him at [email protected].

[span class=note]This story is from the May 2009 edition of INSTORE[/span]

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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David Geller

David Geller: Maximize Each Sale When Taking A Repair

mm

Published

on

When a repair walks in the door, don’t let a missed sale walk out shortly after.

 

{loadposition davidgellerheader}

[h3]Maximize Each Sale When Taking A Repair[/h3]

To ensure you’re getting the most out of every sale — and the customer the best service — be sure to cover all these points when the next repair customer comes in the door.

Advertisement

[dropcap cap=1.]Suggest having all prongs tipped when only one is bad as the others are probably thin as well[/dropcap]

[dropcap cap=2.] Ring sizings with a shank less than a millimeter thick probably should have a new thicker shank installed.[/dropcap]

[dropcap cap=3.] Show every sizing customer a sample of an arthritic shank (FingerMate, SuperFit, etc). You might sell one to every 10-20 customers.[/dropcap]

[dropcap cap=4.] When replacing a soldered pin in a tennis bracelet or other type of bracelet with pins, know that the first three rivets on either side of the clasp (six in total) usually wear and get thin long before the pins in the center do. Suggest replacing all the pins even if you have to give a 20 percent discount on the total of six. The customer will have a better job and you’ll make more money. Be sure and lay the bracelet on a photocopying machine (unless you have a camera) and keep a copy of a picture of the broken bracelet in the job envelope. This will prevent the customer later saying it’s the same pin you repaired.[/dropcap]

[dropcap cap=5.] Tell customers there is an extra charge of $20 to check and tighten stones in their jewelry above five (first four stones are checked free). For this fee, “we will check and tighten every stone, and make sure they are tight for one year. If they get loose, we’ll tighten them at no charge and if they fall out we will replace them at no charge.” Yes, you can limit size and such, but the customer should know this up front. Do the math. A typical store will sell 70 percent of its customers who are presented with this option. If you take in 5,000 jobs a year and 60 percent of the jobs coming in have five or more stones and 70 percent of those folks say yes, you’ll take in $45,000 a year in lost stones. This money goes right to the bottom line.[/dropcap]

David Geller is an author and consultant to jewelry-store owners on store management and profitability. E-mail him at [email protected].

Advertisement

[span class=note]This story is from the May 2009 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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