Tip Sheet

Have Your Customers Write About Their Dream Custom Design … and More Tips for January

And one idea to add excitement to your “last call wall”.

Published

18 years ago

January 1, 2006

INSTORE Staff Instore January 2006 Issue

SEEKING MEANING

Warm Hearts With This Essay Contest

Brilliant promotion idea from Krombholz Jewelers of Cincinnati: the jeweler asks customers to submit essays about pieces of jewelry that are important to them but need updating. Winner gets their jewelry updated, free. It’s a great way to get the word out about your store’s custom-design service – not to mention an almost surefire way to get some human-interest coverage in your local newspaper. (This year’s winner of the Krombholz contest was a woman who found her late father’s Navy dog-tag and wanted it turned into a locket.The result was some beautiful jewelry … and a beautiful story.)

WHAT’LL YA PAY?

Invite An Offer

Want to shake things up on your “last call wall” – the area of your store where you keep all your heavily discounted dogs? Take all the prices out of the case and put a sign on it which reads “Make me an offer!”

JEWEL-A-MONTH

Will It Work?

You know Netflix — the online store that, for a monthly membership fee, allows you rent unlimited videos and keep them as long as you like? (The catch: you can’t get more videos until you return what you already have.) Now there’s a website called Bag, Borrow or Steal that is trying the same approach with expensive designer handbags. The level of subscription package purchased — ranging from Trendsetter ($19.95 per month) to Diva Deluxe ($174.95 per month) — determines whether customers can borrow a Coach mini-bag or a rare, pricey Hermes tote. It’s truly “handbag heaven” for customers on a budget. Can somebody pull off a similar approach with jewelry?

ENGRAVE SITUATION

Try This Close

One useful close for jewelry salespeople is the “engraving close”, says sales expert Dave Richardson. Wait for the customer to give a buying signal (e.g. “This would look really nice on her”) and then pounce on them with “What would you like to have engraved on the bracelet?” Once they tell you, make a note of it on the job envelope and presto!, you’ve got a sale. Hey, it’s better than those crusty old “Will that be cash or charge?” or “Shall I gift-wrap it for you then?” closes you’ve been using.

PEN PAL

Highlight Yourself

Networking expert Andrea Nierenberg brings a highlighter to every business event she attends. Why? Because highlighting her name on the inevitable computer-printed nametags helps her to stand out from everyone else. The score: Andrea 1, Anonymous Conference Attendees, 0.

URGENT BULLETIN

When To Send

So what’s the best time to let loose your email bulletin? According to EMailLabs and CheetahMail, emails sent on Friday and Saturday get the highest open rates, while emails sent on Sunday and Monday get the highest clickthrough rates. So, depending on the action you’re seeking, pick one of those days for your promotional blast.

START FAST

Welcome Them Well

If you’ve got an opt-in list for your email bulletins, don’t just start them off with a boring, generic “thank you for signing up” message. Instead, give them a taste of what they’ll be getting — your most recent bulletin, or a message filled with special offers. Give your readers something to act on while they’re thinking about you.

URL LOVE IT!

Say It Quicker

It’s a mouthful telling customers your web URL. “Double-u, double-u, double-u, Acme Jewelry, dot com.” You can cut down the syllables significantly by using the increasingly popular “www” abbreviation — “triple dub.”

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.”