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Independent – Schmindependent!

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Independent – Schmindependent!

The billing on my blog and website talk about how I’m writing about “best practices for the independent jewellers.” So what? What’s the big whoop about independent jewellers??? I woke up this morning pondering this question.

Well, let me tell you a story. When I worked for Mappins in Vancouver (before they were owned by Zales) they had a pre-Christmas “scratch-and-save” event. We gave store visitors a game-card so that they could scratch and receive a discount of 10 to 50% off at the cash register. Of course in the large stack of 500 cards there were maybe one 50% off card, ten 35% off cards, twenty-five 25% off cards and the rest were 10%. When they arrived, our manager grabbed a few, handed me a small stack, and handed others on shift a small stack so that we could immediately start handing them out. Well, the good folks at the head-office sent out cards that were not shuffled. The cards in my sport-coat were all 35% and 25% off cards. I caught on before long.

Did I care that my clients were getting a bigger discount? Not really. Was Mr. Mappin standing over my shoulder to see what went on? Nope. In fact when we got stuck with a chatty mall-walker who was wasting our time, someone would come out of the back and say, “Todd, Mr. Mappin is on the phone for you…” This was quite the joke, because I don’t think anyone knew anything about the fellow whose name was on the front of our store.

The really skilled salespeople at chain stores were not only good closers, they were good at “working the system.” Special orders were frowned upon, but the crafty ones could find a way to bring-in items from suppliers through closely guarded back channels. One promotional item might feature a “one-carat diamond ” but some were I2, some were I1 and they could be anywhere from 1.00ct to 1.08ct and J to L color. The best chain-store staff knew how to trade their 1.01ct I2/L with another store for a 1.05ct I1/J. And at the corporate Christmas party, you drank as much as you could possibly stand because it was a great opportunity to stick it to the faceless owners of the company.

Working for an independent store, you have the privilege of working alongside the person who signs your pay cheque. It is they whose entire financial future is completely dependent upon your performance and your participation in much needed teamwork. They’ve hand-selected the designs you carry and they have a close and direct relationship with the suppliers, so that special orders and custom orders are simple matters. If you grant a generous discount, that comes off the bottom-line of the store you work in, not some monolithic corporation’s. When you do good, it is the owner who says “well-done,” not some flunky.

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That’s why I serve independents, write to (and about) independents, and why I enjoy working for a small company with a great leader.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Independent – Schmindependent!

Published

on

Independent – Schmindependent!

The billing on my blog and website talk about how I’m writing about “best practices for the independent jewellers.” So what? What’s the big whoop about independent jewellers??? I woke up this morning pondering this question.

Well, let me tell you a story. When I worked for Mappins in Vancouver (before they were owned by Zales) they had a pre-Christmas “scratch-and-save” event. We gave store visitors a game-card so that they could scratch and receive a discount of 10 to 50% off at the cash register. Of course in the large stack of 500 cards there were maybe one 50% off card, ten 35% off cards, twenty-five 25% off cards and the rest were 10%. When they arrived, our manager grabbed a few, handed me a small stack, and handed others on shift a small stack so that we could immediately start handing them out. Well, the good folks at the head-office sent out cards that were not shuffled. The cards in my sport-coat were all 35% and 25% off cards. I caught on before long.

Did I care that my clients were getting a bigger discount? Not really. Was Mr. Mappin standing over my shoulder to see what went on? Nope. In fact when we got stuck with a chatty mall-walker who was wasting our time, someone would come out of the back and say, “Todd, Mr. Mappin is on the phone for you…” This was quite the joke, because I don’t think anyone knew anything about the fellow whose name was on the front of our store.

The really skilled salespeople at chain stores were not only good closers, they were good at “working the system.” Special orders were frowned upon, but the crafty ones could find a way to bring-in items from suppliers through closely guarded back channels. One promotional item might feature a “one-carat diamond ” but some were I2, some were I1 and they could be anywhere from 1.00ct to 1.08ct and J to L color. The best chain-store staff knew how to trade their 1.01ct I2/L with another store for a 1.05ct I1/J. And at the corporate Christmas party, you drank as much as you could possibly stand because it was a great opportunity to stick it to the faceless owners of the company.

Advertisement

Working for an independent store, you have the privilege of working alongside the person who signs your pay cheque. It is they whose entire financial future is completely dependent upon your performance and your participation in much needed teamwork. They’ve hand-selected the designs you carry and they have a close and direct relationship with the suppliers, so that special orders and custom orders are simple matters. If you grant a generous discount, that comes off the bottom-line of the store you work in, not some monolithic corporation’s. When you do good, it is the owner who says “well-done,” not some flunky.

That’s why I serve independents, write to (and about) independents, and why I enjoy working for a small company with a great leader.

/* * * CONFIGURATION VARIABLES: EDIT BEFORE PASTING INTO YOUR WEBPAGE * * */
var disqus_shortname = ‘instoremag’; // required: replace example with your forum shortname

/* * * DON’T EDIT BELOW THIS LINE * * */
(function() {
var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
dsq.src = ‘http://’ + disqus_shortname + ‘.disqus.com/embed.js’;
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})();

Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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