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Editor’s Note: Choose a Path

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Is it better to demand to be paid for every minute, or should you bet on a fuzzy future return?

BY DAVID SQUIRES

This article originally appeared in the February 2015 edition of INSTORE.

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What kind of retailer are you? It’s a question you should ask yourself every few years.

You read one set of business books that advocate going the extra mile for your customers — with titles like Wow Your Customers!, Raving Fans and Knock Your Socks Off Service. (How far can they go with this aggressive titling? Will we someday see a business book with the title Create Frothing-at-the-Mouth, Offering-To-Bear-Your-Children Customers … For All Eternity!) Then you come across a different set of business books with titles like It’s Time to Make Money, Up Against the Wal-Marts, and Profit First. These emphasize doing your job well, but making sure you get paid for Every Second of your time.

So what do you do? Whose star do you follow? That answer can only come from you. But our advice is: Whatever you decide to do, do it all-out, with total commitment. If you emphasize service and nurturing long-term “raving customers,” then do the small stuff with a gigantic smile on your face and keep your hands in your pockets when the job is done. You’re betting customers will be so impressed, they will return again and again. And if you do your job well enough, they will. On the other hand, if you emphasize making money for your labor, then make sure you really get paid. Don’t charge $3.99 for a watch battery replacement because that’s what Walmart charges. You won’t make money, and you’re not gonna impress customers either.

Make a choice. Then go all-out. It’s the right path to follow.

Wishing you the very best business,

one quick question for jewelers

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Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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David Squires

Editor’s Note: Choose a Path

Published

on

Is it better to demand to be paid for every minute, or should you bet on a fuzzy future return?

BY DAVID SQUIRES

Advertisement

This article originally appeared in the February 2015 edition of INSTORE.


What kind of retailer are you? It’s a question you should ask yourself every few years.

You read one set of business books that advocate going the extra mile for your customers — with titles like Wow Your Customers!, Raving Fans and Knock Your Socks Off Service. (How far can they go with this aggressive titling? Will we someday see a business book with the title Create Frothing-at-the-Mouth, Offering-To-Bear-Your-Children Customers … For All Eternity!) Then you come across a different set of business books with titles like It’s Time to Make Money, Up Against the Wal-Marts, and Profit First. These emphasize doing your job well, but making sure you get paid for Every Second of your time.

So what do you do? Whose star do you follow? That answer can only come from you. But our advice is: Whatever you decide to do, do it all-out, with total commitment. If you emphasize service and nurturing long-term “raving customers,” then do the small stuff with a gigantic smile on your face and keep your hands in your pockets when the job is done. You’re betting customers will be so impressed, they will return again and again. And if you do your job well enough, they will. On the other hand, if you emphasize making money for your labor, then make sure you really get paid. Don’t charge $3.99 for a watch battery replacement because that’s what Walmart charges. You won’t make money, and you’re not gonna impress customers either.

Make a choice. Then go all-out. It’s the right path to follow.

Wishing you the very best business,

Advertisement

one quick question for jewelers

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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