Columns

Crazy Like A Retail Fox

Published

7 years ago

October 24, 2016

Trace Shelton Instore November 2016 Issue

You’ve probably heard it said that the definition of insanity is doing the same thing you’ve always done and expecting different results. But do you really believe it? What are you doing differently this month to make sure your store rocks the holidays?

I was encouraged by the turnout for September’s “Ack the Deck” conference, which teamed marketing expert Jim Ackerman with sales guru Shane Decker in a two-day “boot camp” to prepare owners and salespeople for the holiday selling season. More than 60 jewelry professionals believed their fourth-quarter success was important enough to invest their time and money in this educational experience.

Likewise, I’m sure you have plans in place to ensure your holiday success. But that doesn’t mean it’s too late to add some low-effort, high-reward activities to your strategy.

For this issue’s lead story, we sought out best retail practices for last-minute efforts to improve holiday sales results for jewelers. From social media tips to creative sales spiffs to unusual marketing lures to draw your best clients, you’re sure to read something that you can implement and be successful with.

You’ll also find holiday-specific advice from our columnists, including a crunchtime checklist from David Brown, advice on raising your average repair sale from David Geller, and Shane Decker’s tips for closing the “just looking” client.

So don’t just read the magazine and then go about business as usual. Find one or more initiatives you like, implement them with your team, and see what happens. Anything else would be insane!

Trace Shelton
Editor-in-Chief, INSTORE

trace@smartworkmedia.com

Related Topics: Editor's Note Trace Shelton

click to Comment(Comment)

Up Next

’Tis The Season For a Trunk Show In Your Jewelry Store

Don't Miss

Why I’m Fed Up with My Diamond Suppliers

Trace Shelton

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at trace@smartworkmedia.com.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”