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

[email protected]
 
 

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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

[email protected]
 
 

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines

Most Popular