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Should You Sell Your Customers a Discount?

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Should You Sell Your Customers a Discount?

Seth Godin writes here about a recent promotion at Staples in which customers could pay $15 for the chance to save 10% on store items (with only a few off-limit items) over a period of 60 days. The idea behind the offer is that, not only do you make a little extra money now, the customer also has extra motivation to make their next visit (or two, or three) more quickly.

Hmm. Could that approach work for a jeweler? Could you sell your customers a discount?

Could you offer a special privilege card for, say, $250 that provides a 15% on most items in your store? (List your exceptions very carefully.) Have the card last only six months, long enough to cover the holidays and maybe someone’s birthday purchase in 2014.

If this all seems too sale-sy for you, try packaging one or more special perks along with your privilege card — a bottle of wine, a night at a local theater, a luxury spa visit, or even delivery by messenger (wearing a costume of your choice) of your gift, etc.



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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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David Squires

Should You Sell Your Customers a Discount?

Published

on

Should You Sell Your Customers a Discount?

Seth Godin writes here about a recent promotion at Staples in which customers could pay $15 for the chance to save 10% on store items (with only a few off-limit items) over a period of 60 days. The idea behind the offer is that, not only do you make a little extra money now, the customer also has extra motivation to make their next visit (or two, or three) more quickly.

Hmm. Could that approach work for a jeweler? Could you sell your customers a discount?

Could you offer a special privilege card for, say, $250 that provides a 15% on most items in your store? (List your exceptions very carefully.) Have the card last only six months, long enough to cover the holidays and maybe someone’s birthday purchase in 2014.

If this all seems too sale-sy for you, try packaging one or more special perks along with your privilege card — a bottle of wine, a night at a local theater, a luxury spa visit, or even delivery by messenger (wearing a costume of your choice) of your gift, etc.

Advertisement



For daily news, blogs and tips jewelers need, subscribe to our email bulletins here.

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var disqus_shortname = ‘instoremag’; // required: replace example with your forum shortname

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})();

Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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