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Encourage Salespeople to Remember Customers’ Preferences and More Tips

Plus, hold your own lottery!

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LEAVE YOUR MESSAGETry Voice Marketing

If you’re sending an important piece of direct mail (for example, a high dollar-value, no-purchase required gift coupon prior to the holiday season), you’ll get better response levels by calling the customers to let them know they’ll be receiving this very special offer in the mail. If the idea of making so many phone calls is daunting (or flat-out impossible), now there are companies like SmartReply that can create voice-marketing messages designed to sound like real calls. Thousands of calls can be made in minutes. (Calls are generally made between 10 a.m and 4 p.m. to improve the chances they’ll be caught by an answering machine.)

LOTTO LUCKHold a Lottery

Everybody likes to play the lottery. Why not hold your own — complete with official scratch-off game cards just like they use in instant lotteries. You’ll find them at PromoProduct Ideas.com. Remember: the more valuable the prizes, the greater the frenzy.

THE BORROWERSMake a Loan

Krombholz Jewelers, in Cincinnati, OH, offers key customers of its exclusive Private Salon Versailles the opportunity to borrow important jewelry for major events like weddings. How important? One in-demand item is a platinum diamond Riviera necklace with a 20-carat total carat weight.

LEVEL BESTCreate More Gradese

Are your store’s titles limited to Owner (that’s you!), Sales Manager, and then a bunch of random sales associates? It shouldn’t be, says Marcus Buckingham, author of First, Break All the Rules. Having additional grades creates an inspirational framework for higher achievement. You can do something as simple as following the law-firm model — having junior, and senior, and executive sales associates. Or, as seen in real estate and other high-sales businesses, you could have a “Million-Dollar Roundtable” and “Presidents Club.”

TRIAL ERATest Staff Knowledge

Another way to establish grades for salespeople is to test their knowledge. As a consultant for a major brewing company, Buckingham devised a program to test a critical skill for a good bartender (remembering customers, by face, and their favorite drinks.) Bartenders who could remember a total of 100 different customers and their favorite drinks would be named members of “The 100 Club” — with a cash prize and a special button to wear on their uniform. There were additional levels, rising up to the world-class “500 Club”. But Buckingham under-estimated — eventually, an English bartender surprised everybody by becoming the first member of “The 3,000 Club.” Could you come up with a similar program for your store?

PARK LAUGHWarn With Wit

This year’s INSTORE “America’s Coolest Stores” winner, Underwood’s Fine Jewelers in Fayetteville, AR, does the big things right — as evidenced by its award. And it also does the small things well too — as shown by the fun, and yet firm, signs you’ll find in their parking lot.

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PROMISED LANDGurantee a Compliment

The best product guarantee we’ve heard in a while comes from jewelry designer Barbara Weinreb, displaying her wares at a “Shecky’s Girls’ Night Out” shopping event. Her guarantee: “If you don’t get a compliment within 30 days, we will buy it back …” Weinreb claims to have only bought back three pieces ever.

Abe Sherman is the CEO of BIG - Buyers Intelligence Group. BIG designs solutions for the merchandising challenges facing retail jewelers and manufacturers. BIG utilizes a data analysis tool, Balance to Buy, to help consult with clients and customize their individual experiences and results.

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SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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