9 Feel like you’ve misplaced your love of the holiday season? On OFFICIAL LOST AND FOUND DAY start the morning with a random act of kindness. “The results, and the smiles, will amaze you,” says sales trainer Jeffrey Gitomer, explaining that, buoyed by such good vibes, you’re bound to focus on why things can happen, not why they may not.
1 NATIONAL TIE MONTH is held in December to recognize the fact that 20 percent of all ties sold are bought as Christmas gifts. So how about a tie-in? (Sorry.) Take a tip from the government’s old cash-for-clunkers program — offer so many dollars toward a nice watch for any customer who sneaks in with an “unwearable” tie in the week after Christmas.
6 In his latest book, To Sell Is Human, Daniel Pink argues that to be successful today, you’ll need to master the new ABCs of selling: attunement (seeing things from your customer’s perspective), buoyancy (bouncing back quickly from rejection), and clarity (the ability to identify what the customer really wants). On NATIONAL SALESPERSON’S DAY, these are ideas well worth remembering. The customer today often knows the market as well as the salesperson.
20 One of the best things about IT’S A WONDERFUL LIFE is that just about anyone can pick up the story at any point and immediately fall under its sentimental spell. What’s so great about that? Research shows that people spend up to four times more when they get emotional, especially sad, than when they were exposed to a neutral stimulant. Today is the movie’s 70th anniversary, so slip on the DVD and get your customers feeling all warm and generous.
22 On NATIONAL HAIKU DAY, welcome the arrival of winter (yesterday) with a small cup of green tea and a few succinct words of profound poetry. It doesn’t even have to rhyme: The mornings grow cool I hold my breath to hear Ka-ching in my store
24 Retail theory has it that when HANUKKAH arrives late, as it does this year (Dec. 24-31), it causes problems for store owners because it is harder for them to prepare for two separate surges of customers. So tell your staff not to worry about being a bit more businessminded in dealing with customers this week. Everyone, clients and retailers, wants to get the job done as quickly as possible.
25 It’s CHRISTMAS. Turn off your phone. Turn off your email. In fact, turn off your brain and simply open your heart to all the wonderful, warm-hearted people who share your home and your life. They’ve missed you!
26 It's not always over when the jolly fat man sings. There are growing numbers of gifts exchanged for KWANZAA (which begins today) and for New Year’s Day. This is also the start of the return season. Accept them with a smile.
31 Farewell 2016. NEW YEAR’S EVE means resolutions and Scottish traditions. So while you’re singing “Auld Lang Syne” and waiting for a dark-haired stranger holding a lump of coal, shortbread or whiskey at your doorstep (he’s a bearer of good fortune), think of the great behaviors you’re going to put in place in 2017: No holding on to slowmoving merchandise, no buying without the support of data, no missing INSTORE’S “Brain Squad” surveys ...
HAPPY 30TH ANNIVERSARY TO
M. Edward Jewelers, Pittsfield, MA
What they lacked in starting funds, Mark and Kathleen Kasuba more than made up for with resourcefulness. They hatched a plan to open in the Berkshire region of Massachusetts and “spent many hours driving U-Hauls from Maine to Boston to NYC and back again picking up used cases and equipment to furnish the store,” Mark recalls. A set of grand old solid oak cases scored during those days is still in use inside M. Edward Jewelers, a 2,500-square-foot space that offers a full range of services including custom design, estate sales and watch repair. The store is marking the milestone with sales, events, stickers, mugs and a plan to tie in with a group celebrating “all things 1986.”
TANZANITE AND TURQUOISE
Masai cattle herders were purportedly the first to discover tanzanite some 40 years ago after a lightning strike turned brown zoisite crystals into a deep blue purple. Turquoise has a much longer history, dating back 7,000 years. Native Americans believed that if affixed to a bow, the arrows would always hit their mark. The stone is reputed to bring happiness and good fortune to all who encounter it.
This article originally appeared in the November 2016 edition of INSTORE.