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Tip Sheet

Scratch-Card Discounts, Wedding Band Upgrade Offers and More Ways to Bring In Business in This Month’s Tip Sheet

Plus, here’s a tip for your meetings.

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Scratch-Card Discounts, Wedding Band Upgrade Offers and More Ways to Bring In Business in This Month’s Tip Sheet

A good job interview idea from Selling Power magazine is to have a little accident. Tip over a trashcan or spill a cup of coffee on your desk. If the job candidate immediately leaps up to help … well, then they have cleared another hurdle in the interview process.

Scratch-Off Savings

Margaret Matson Jewelers in Geneva, IL does a clever St. Patrick’s promotion: they hand out “Find Your Pot O’ Gold” scratch-off tickets to customers. Scrape off the cover and a discount is revealed. Nearby State Street Jewelers does something similar with its “customer appreciation” direct mailers, jazzing up its postcards with scratch-off discounts or free gifts (anything from a $15 battery, silver charms, pearl earrings, $35-$50 repair to even a $100 gift certificate). “They thought our generosity and ‘no strings attached’ policy was a wonderful gift,” says owner Jeffrey Hampton.

Scratch-Card Discounts, Wedding Band Upgrade Offers and More Ways to Bring In Business in This Month’s Tip SheetRemove Emotion from Meetings

Stride into a meeting, dominate the dialogue and just repeat your point insistently, and you’ve a good chance of winning the day, thanks to a human weakness for interpreting confidence as expertise or competence. But it doesn’t mean you’ll arrive at the best solution for whatever challenges are facing your business. To prevent this happening at your meetings, reframe them as fact-finding exercises, says Bryan Bonner of the University of Utah. Keep a running list of conclusions on a whiteboard, or do anything else to switch the focus from who is being convincing to what they’re saying.

Get Vendors to Help

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,” says owner Nikki Griffin.

Jewelers Helping Joules

Each of Jennifer Farnes’ workstations at Revolution Jewelry Works in Colorado Springs, CO, has its own power switch so it’s only on when the jeweler is at the bench.

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Wedding Expo Experts

The great thing about wedding expos is that you get to meet many young people in the mood to marry. The downside is that nearly all the brides-to-be have engagement rings already. To snag the remaining band sales, Michael & Son’s Jewelry in Reno, NV, offers young couples a free titanium wedding band, to be sized at the store. Once there, they are offered an upgrade with the retail value of the free band ($125) transferred to any other band in the store. And if they accept, the bride can also get a 20 percent discount on her band. “Approximately 80 to 90 percent of grooms upgrade their band and at least look at bands for her, if not purchase it,” says owner David Lorenz.

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SPONSORED VIDEO

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.

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