You need to take notice of the extreme power of 34 cents. This is what every jeweler should be doing. We did it in our store and Renie and I do this now at Jewelerprofit.
Last weekend, I went to Relax the Back store and bought a special cushion for my rear end — or, should I say, lack thereof. Spent $175, well worth it. But I just received a hand-written thank-you note from the salesman. I think this is the first time I’ve gotten a hand-written thank-you note in 18 months.
It stands out. You should do it, and yes, even on watch batteries.
When I had my store, we mailed pre-printed postcards for sales under $250. Items/repairs/custom work sold for over $250 got a hand-written thank-you note in a nice envelope. Yes, real stamps.
You’ll be the talk of your customers and friends. I mean, who gets a thank-you note nowadays?
Don’t tell me you send text messages or emails instead. Only 25% of emails are opened, if that.
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Folks, you need to realize that millennials do have mailboxes and open mail.
So today’s lesson is to send thank-you notes. It will increase business. All for only 34 cents.
A hand-written note on a postcard to David Geller from Relax the Back.
The front of the postcard.
David Geller is a consultant to jewelers on store management. Email him at dgellerbellsouth.net.
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This article is an online extra for INSTORE Online.
Ready to Relocate? Wilkerson Makes Your Move Seamless
When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time.
"We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them.
Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."
