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




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

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.

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.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].



Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

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