Connect with us

From The Executive Editor

Published

on

It's a tough choice. Do you shoot for superior service, or immediate profits?  

FROM THE EXECUTIVE EDITOR 

 
It's always been a hard call. You read one set of business books that advocates going the extra mile (or ten) 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 there's another set of business books with titles like It's Time To Make Money, Up Against the Wal-Marts, and Planning For Profits: The Retailer's Guide To Success. 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, my friends, is a question you will have to answer for yourself. But our advice is: whatever you do, do it all out. If you emphasize service and the creation of long-term “raving customers”, then do the small stuff with a big smile on your face and keep your hands in your pockets when the job is done. You're gambling that your customers will be so impressed, they can't help but come back. And if you do your job well enough, they will. And if you emphasize making money for your labor, then make sure you really get paid. One example of a half-baked pricing policy that hurts jewelers is the cheapo watch battery replacement. Because it's what the local Wal-Mart charges, you charge $3.99. But what have you gotten? The job probably cost you twice that in parts, your time, administration time, etc. And chances are the customer isn't any more impressed with you then when he walked in. For good example of all-out pricing policies, check out Dan Gendron's and David Geller's columns every month in Instore. And speaking of “all out”, I'm all out of space. 
 
But before I go, I'd like to welcome Dan Kisch aboard the good ship Instore as our magazine's new publisher. I could go on about the wide experience and jewelry-industry knowledge he brings to our organization. But instead, I'll simply say this … He makes us better. 
 

Wishing you the very best business … 
David Squires  
Executive Editor and Associate Publisher

dsquires@instoremag.com
 
 

Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Most Popular

David Squires

From The Executive Editor

Published

on

It's a tough choice. Do you shoot for superior service, or immediate profits?  

FROM THE EXECUTIVE EDITOR 

 
It's always been a hard call. You read one set of business books that advocates going the extra mile (or ten) 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 there's another set of business books with titles like It's Time To Make Money, Up Against the Wal-Marts, and Planning For Profits: The Retailer's Guide To Success. 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, my friends, is a question you will have to answer for yourself. But our advice is: whatever you do, do it all out. If you emphasize service and the creation of long-term “raving customers”, then do the small stuff with a big smile on your face and keep your hands in your pockets when the job is done. You're gambling that your customers will be so impressed, they can't help but come back. And if you do your job well enough, they will. And if you emphasize making money for your labor, then make sure you really get paid. One example of a half-baked pricing policy that hurts jewelers is the cheapo watch battery replacement. Because it's what the local Wal-Mart charges, you charge $3.99. But what have you gotten? The job probably cost you twice that in parts, your time, administration time, etc. And chances are the customer isn't any more impressed with you then when he walked in. For good example of all-out pricing policies, check out Dan Gendron's and David Geller's columns every month in Instore. And speaking of “all out”, I'm all out of space. 
 
But before I go, I'd like to welcome Dan Kisch aboard the good ship Instore as our magazine's new publisher. I could go on about the wide experience and jewelry-industry knowledge he brings to our organization. But instead, I'll simply say this … He makes us better. 
 

Wishing you the very best business … 
David Squires  
Executive Editor and Associate Publisher

dsquires@instoremag.com
 
 

Advertisement

Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Most Popular