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.
Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson
When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren.
For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish.
"Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful."
The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing."
Smith's recommendation is emphatic: "I would never be able to do what they did by myself."
