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Tip Sheet

Liven Up Your Big Presentation With a Naked Pic and More Tips for April

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Add Some “Oops!”

Doing a PowerPoint or other computer presentation for a custom design client? Break the ice by “accidentally” dropping an incorrect slide into your show. Entrepreneur magazine’s Ultimate Small Business Marketing Guide tells of one speaker whose show was interrupted by a picture of himself … as a baby, in a bathtub, naked. The crowd roared as the speaker feigned embarrassment, saying “Hmm, I wonder how that got in there.” And what could have become a ho-hum speech instantly became memorable.


Nail the Small Details

Details matter in fine jewelry, right down to the tips of your fingers. “Nails are part of the presentation and must be as attractive as the jewelry they are selling,” says Christine Matlack of E.G. Landis Jewelers, Boyertown, PA, who also requires her staff to wear the type of jewelry they sell. “It is a style industry, let’s look like it!” she says. 

Oh, One More Thing …

If you suspect someone is being less than straight with you, keep asking innocuous, open-ended questions, a la Columbo, says tip website Barking up the Wrong Tree. A liar naturally wants to keep a lie simple, it notes. The fewer details they have to come up with that are all consistent, the easier it is to be convincing. “Unexpected questions they’re not prepared for are the best. Anything that mentally exhausts someone is good,” says the column.

The Rule of $100

There’s a widely held belief in retail that “dollar off” discounts are more effective than percentages. But Jonah Berger, author of the business bestseller Contagious, adds a proviso: When setting a sale price, remember the “Rule of $100,” he says. For prices under $100, use a discount percentage (25 percent off!). For prices over $100, use a straight dollar figure ($250 off, regular price $1,000!). It’s a premise you should investigate with some A/B testing.

Animal Intelligence

Here’s a great collaboration: the local veterinarian, especially if he’s new to town and looking to build his business. Tyson Homec, owner of Homec Jewelers in La Quinta, CA, didn’t have to look far to find such an ally — his brother is a vet. The pair held an “Ask the Vet Day” during which customers could bring in their pets for a quick check up at no charge. “It was a real big hit. I’ll be doing it every year now,” says Homec.

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Cold-Calling Secrets

Anyone want to take a guess what this means? “S.W., S.W., S.W., N.!”

The answer, according to David Fischer, the owner of a Sandler Training sales-instruction franchise, is “Some will. Some won’t. So what, next!”

That is the approach you need to take to telephone prospecting, he told The New Yorker. Cold-calling is about technique, mindset and numbers, he says. And it helps if you don’t take rejection to mean anything.

Negotiate Hard

Next time you have to hammer out pricing with an engagement ring buyer, sales rep or media agent, be sure they are sitting on the hardest chair in your store. According to research by a team at Sloan School of Management, sitting on a hard chair versus a soft one significantly lowers negotiating ability. And give them a hot drink to hold. That gives them a warmer and better impression of you, says another article in Science magazine.

 

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

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VIDEO HIGHLIGHT

Wilkerson Testimonials

New York Jeweler Picks Wilkerson for Their GOB Sale

Jan Rose of Rose Jewelers, located in Long Island's famous Hamptons beach district, explains how she chose Wilkerson for her closing sale. Jan's suggestions: reach out to jewelers who have been in similar situations to find out what worked for them, and look for a company with experience in going-out-of-business sales. Once you've done that, the final step is to move ahead and trust the process.

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Tip Sheet

A Low-Tech Loyalty Program and More Tips for February

From bench training to personal expectations, this advice provides holistic assistance.

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Training
Take Your Bench Live

Live feeds from the bench have been used by jewelers to build showroom ambience and by sales associates to close sales for more than a decade. But there’s a second benefit that’s often overlooked — as a training tool, says Jude Dutille, owner of Dutilles Jewelry Design Studio in Lebanon, NH. Dutille has a camera at his work bench to “provide micro-visuals of what he is demonstrating,” be it stone-setting, fabrication, or hand-engraving to his staff of goldsmiths (all of whom are trained in-house “from scratch”).

Podcast: Holiday Sales These Jewelers Will Never Forget
Over the Counter

Podcast: Holiday Sales These Jewelers Will Never Forget

Podcast: Get Your Employees to Act Like They Own the Damn Place
JimmyCast

Podcast: Get Your Employees to Act Like They Own the Damn Place

Podcast: A Classic Holiday Poem is Reimagined in a Jewelry Store
Over the Counter

Podcast: A Classic Holiday Poem is Reimagined in a Jewelry Store

Service
Pass The Buck

A neat — and cheeky — way of dealing with overly demanding customers from a fellow independent retailer in the vision business: BJ Chambers of Carrera Optical in McQueeney, TX, told INVISION Magazine she keeps business cards of other optical shops on hand and gives them to problem patients and suggests they “go visit.”

Experience
Protect The Window View

Yes, the job market is tight and you might be short of staff, but hang those flyers on a local bulletin board or near your counter, not on your storefront window as some retailers are doing. “Your front window is your customers’ first impression of your store,” says merchandising expert Tom Crossman. “Don’t make it a messy one.”

Personal
Expect Less

The problem with high expectations is they often result in future disappointment. Meanwhile, low ones tend to make you glum in the present, given there’s not much to look forward to. The answer? Stop expecting, says Jason Fried, who has written several books on work. “I used to set up expectations in my head all day long. But constantly measuring reality against an imagined reality is taxing and tiring, [and] often wrings the joy out of experiencing something for what it is.” Expectations also keep you mentally living in the future and deflated when events don’t measure up — even if what does happen is actually pretty good. In 2019, don’t expect … so much.

Incentives
Low-Tech Loyalty Program

Two-thirds of consumers shop more frequently and spend more at retailers with loyalty programs. But if all the recordkeeping seems like too much of a headache, you could do what Maxwell & Molly’s Closet, a pet-grooming business not far from our office in New Jersey, does: Spend $200 and earn 5 percent off all purchases for life. People appreciate simplicity.

Marketing
Find Your CPP

When plotting a mass medium campaign, be sure to speak with the TV or radio channel’s consultants on how to best utilize your budget and determine what the “cost per person” you reach is, advises J. Dennis Petimezas, owner of Watchmakers Diamonds & Jewelry in Johnstown, PA. “What may be the most expensive on a cursory review may be the smartest choice if you do your homework,” he says, adding that any consultation should be at the station’s expense. “They can afford it, so don’t take no for an answer.”

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Tip Sheet

The Negativity Board, Clients in Advertising and More Tips for January

Why don’t you hold your opinions first and ask theirs?

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management

Hold Your Peace

According to Simon Sinek, author of the business best-seller Start With Why, the typical business meeting follows this pattern: the manager outlines the problem, says what he thinks, and then asks staff for their opinions. But by then it’s too late, says Sinek. The direction of the discussion has already been set. The ability to hold your opinions has two benefits, he says: “One, it gives everyone else the feeling that they have been heard. And two, you get the benefit of getting to hear what everybody has to think before you render your opinion.” Yes, you can ask questions, but otherwise just sit back and take it in.

marketing

A Path Less Traveled

It’s not just shopping review sites that will drive traffic in your direction; travel websites can help too, especially if you’re in a holiday or gemologically significant destination. “I am so excited,” Stephenie Bjorkman recently posted on her Facebook page after TripAdvisor added her store, Sami Fine Jewelry in Forest Hills, AZ. “This is huge for our Arizona amethyst and American Gem Collection,” she noted.
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personal

Getting Better Every Day

If you’re still scratching around for a guiding principle for 2019, consider this one from Gretchin Ruhin, author of the best-seller The Happiness Project: “What you do every day matters more than what you do once in a while.” That applies not only to the life’s work you build on a daily basis, but also the things you spend your money on. Do you really need that huge SUV if you only ever drive to work and home?

management

Wipe It Clean

New year, new slate. That’s also the thinking behind the negativity board at Di’Amore Fine Jewelers in Waco, TX. “This board is designed to prevent any negative mindset throughout the day,” explains store president Monali Pandya. When one of life’s curveballs causes a nosebleed, “we encourage staff members to feverishly write any negativity on the board.” Much like an Etch-a-Sketch, once the negative thought has been written, it is “shaken off” with the victorious push of a button.

marketing

Locators, Locators, Locators

Reaching new customers is a constant struggle, and marketing is expensive. In response to this, EyeStyles Optical and Boutique, an independent eyewear retailer in Oakdale, MN, targets vendors that drive traffic through store locators. “The more store locators you can be found on, the better your ability to reach your customer,” owner Nikki Griffin told INVISION Magazine.

advertising

Go Real

Figuring young, 20-something models didn’t represent their brand and demographic, Onyx II Fine Jewelers in Watertown, CT, opted for real customers in its ad campaigns. “It’s a chance we took, approaching clients with this idea, not sure they would be interested in partaking,” says brand manager James Michael Murphy. But the outcome has been “wildly popular” he says. “They love it and everyone wants their chance to be in a campaign.”

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Tip Sheet

How to Make Icy Steps Safe, Bring In Competitors’ Clients and More Tips for December

The trick that worked in New Mexico.

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The flatter the world becomes in terms of product experience, the more important it becomes to add local flourishes to the retail experience. In keeping with New Mexico tradition, the sales team at Lilly Barrack Jewelry in Albuquerque regularly smudges the store with sage. “This is a Native American tradition that clears a space of negative energy, “ explains manager Phaedra Charles Rayner. “This practice may seem quirky to outsiders, but people from all over the country come to the Southwest to experience this lifestyle, especially Lilly’s millennial customers.”

PRODUCTIVITY

On Time, Ready to Work

Stephen Ware, owner of Ware Designs in Lafayette, CA, is a big believer in the notion that a productive day starts with a productive first minute. “Get the work on the desks and benches of employees before they come to work,” he advises, adding this is about being efficient, not squeezing labor costs. “If you have good employees, then make sure without a doubt that you show you care. They are not chattel.”

CUSTOMER SERVICE

Pet Friendly Steps

If more than a few customers are still bringing their dogs to your store even as winter approaches, a tip from the One Good Thing blog: De-ice with Dawn. Why? Salt and other chemicals can hurt pets’ paws. Slipping customers and the ensuing lawsuits can hurt your wallet! A solution of one teaspoon of Dawn, one tablespoon of rubbing alcohol and a half-gallon of hot water poured on the sidewalk and doorstep will ensure it doesn’t refreeze in a hurry.
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MARKETING

Stand Out from the Robots

Our tech discovery of the month: Bonjoro, a tool that allows businesses to easily record and send individual video greetings to new customers. Medium.com quotes the CEO of tech startup Highrise as saying she uses the app to send about 30 customized welcome videos a day (time spent: 90 minutes), adding “the payoff is completely worth it.” See instr.us/10181 for more.

GIFTS

Wedding Survival Kit

Wander into Brax Jewelers in Newport Beach, CA, with a proposal on your mind and you’ll be buried under an avalanche of goodwill. “We give each person a proposal kit with a book with 101 proposal ideas, a diamond loupe to help them with their diamond search, a pamphlet with our ‘Brax Rules of Engagement,’ and catalogs from our best-selling bridal pieces,” explains owner Amy Astaraee. “We also give away a bridal box to every recently engaged bride-to-be that includes gifts like chocolates, nail polish, pearl earrings, and many other bridal survival tools.”

CUSTOMER SERVICE

Attract Competitors’ Clients

As the auto industry has discovered, after-sales services can be a lucrative field. But why limit yourself to servicing the jewelry bought only from your own store? Designs Unlimited in Rapid City, SD, offers ring-sizing and general after-the-sale support to products sold at all other stores in the local community. “Valentine’s Day is around the corner, and how better to showcase our service?” says owner Michael Goin.

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