David Geller

David Geller: Maximize Each Sale When Taking A Repair

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

Published

16 years ago

May 1, 2009

David S. Geller Instore May 2009 Issue

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.

1. Suggest having all prongs tipped when only one is bad as the others are probably thin as well.

2. Ring sizings with a shank less than a millimeter thick probably should have a new thicker shank installed.

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

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.

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.

This story is from the May 2009 edition of INSTORE.

Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”