Reconnect with past customers in order to cook up some new sales.

In our store meetings, I often ask our employees as well as myself, “What did you do today to bring in the bacon tomorrow?” At first, they looked at me with a blank stare and I could almost see them thinking, “You mean I’ve got to do something else besides selling, cleaning cases and taking in repairs?”

The answer was a simple “Yes,” and then I began to elaborate to them just as I’m going to do with you now. You’ll discover that when your team climbs into the marketing boat with you and starts rowing in the same direction, amazing things begin to happen.

Before the end of each business day, my staff and I try to do at least one thing to bring in the bacon tomorrow. Ok, so what is that one thing? See the checklist below and use these ideas as your beginning point. Pick at least one of these to do before you leave your store each day.

1. Call a preferred client and let them know you’ve received something you think they’ll love.

2. Email a group of customers with a jewelry special only available to them (you do have an e-mail list, don’t you?).

3. Identify every new customer who has come through your door in the past week and mail them a brochure, flier or special offer. Better yet, why not develop a new customer welcome kit with bounce back offers/coupons to bring them back to your store?

4. If someone has referred a buying customer to your store, send them a gift certificate of an amount you decide as thanks for the referral.

5. Check your warranty lists and let the appropriate customers know it’s time to bring in the jewelry they purchased for cleaning and inspection. (While they are in your store, show them something new!)

6. Take the time to discover the customers with an upcoming birthday or anniversary and send them a card with a gift certificate enclosed to spend at your store.

7. Do a social media post at least once a day. Reach out to your vendors; they often have images you can use. My favorite forms of social media  are: Facebook, Instagram and Pinterest. Use this as a starting point for coming up with your own ideas, but most importantly, implement them right away! These are just little things, but they add up over time. It’s this kind of thing that consistently brings 40-50 new people in my door every week. When you put them into daily practice, pretty soon, you’ll be doing the things today that bring in the bacon for your store tomorrow!

Bill Warren owns a successful jewelry store in the small mountain town of Hudson, NC and also regularly teaches and speaks at jewelry industry events.

This article originally appeared in the June 2017 edition of INSTORE.


Wilkerson Steps in When It’s Time to Step Back

Jim Russell of Stein Jewelry in Madison, Mississippi, says Wilkerson seamlessly handled the sale that let him and his wife “do the things that we have always wanted to do.” Trust Wilkerson to handle your end of business sale—they’ll be there every step of the way.


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