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Tip Sheet: June 2004

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Instore presents ideas for better business

[componentheading]MAKE AN EYE APPOINTMENT[/componentheading]

Here’s a great place to do a talent search for a new salesperson: your local optician’s office. Opticians deal with many of the same issues that jewelers do: 1.) finding merchandise that flatters the wearer; 2.) keeping up with fashion trends; and 3.) helping customers try on a large variety of items. They’re also comfortable with highly-specialized work that requires ongoing training.

Source: Janice Mack Talcott

[componentheading]USE THE WEB FOR MORE[/componentheading]

Doing television ads? Rip a page out of the American Express playbook and send people to your website to see expanded versions of your commercials. No, they won’t probably won’t be as funny (or as expensive) as the Seinfeld-Superman web movies, but that’s OK. For instance, if you use a happy couple in your TV ads, tell viewers that they should visit your website to see other “happy couple” video testimonials.

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Source: Instore

[componentheading]DON’T STRESS THE COMPETITORS[/componentheading]

Great quote for you small, but bold, “Purple Cows” out there from philosopher-poet Mark Twain: “The best swordsman in the world doesn’t need to fear the second-best swordsman in the world. No, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before; he doesn’t do the thing he ought to do. He does the thing he ought not to do, and often it catches the expert out and ends him on the spot.”

Source: Tom Peters, Re-Imagine!

[componentheading]GET IN THE KNOW[/componentheading]

Something got you stumped? Visit our website at Instoremag.com, and go to the editorial section. From the editorial home page, search for any term you want (e.g. “commissions”) and you’ll see a complete list of stories containing the term. We’ve got the past three years of our magazine archived online. It’s a great place to benefit from the accumulated wisdom of Instore’s wide-ranging crew of expert advisors.

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Source: Instore

[span class=note]This story is from the June 2004 edition of INSTORE[/span]

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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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Tip Sheet

Tip Sheet: June 2004

Published

on

Instore presents ideas for better business

[componentheading]MAKE AN EYE APPOINTMENT[/componentheading]

Here’s a great place to do a talent search for a new salesperson: your local optician’s office. Opticians deal with many of the same issues that jewelers do: 1.) finding merchandise that flatters the wearer; 2.) keeping up with fashion trends; and 3.) helping customers try on a large variety of items. They’re also comfortable with highly-specialized work that requires ongoing training.

Source: Janice Mack Talcott

[componentheading]USE THE WEB FOR MORE[/componentheading]

Advertisement

Doing television ads? Rip a page out of the American Express playbook and send people to your website to see expanded versions of your commercials. No, they won’t probably won’t be as funny (or as expensive) as the Seinfeld-Superman web movies, but that’s OK. For instance, if you use a happy couple in your TV ads, tell viewers that they should visit your website to see other “happy couple” video testimonials.

Source: Instore

[componentheading]DON’T STRESS THE COMPETITORS[/componentheading]

Great quote for you small, but bold, “Purple Cows” out there from philosopher-poet Mark Twain: “The best swordsman in the world doesn’t need to fear the second-best swordsman in the world. No, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before; he doesn’t do the thing he ought to do. He does the thing he ought not to do, and often it catches the expert out and ends him on the spot.”

Source: Tom Peters, Re-Imagine!

[componentheading]GET IN THE KNOW[/componentheading]

Advertisement

Something got you stumped? Visit our website at Instoremag.com, and go to the editorial section. From the editorial home page, search for any term you want (e.g. “commissions”) and you’ll see a complete list of stories containing the term. We’ve got the past three years of our magazine archived online. It’s a great place to benefit from the accumulated wisdom of Instore’s wide-ranging crew of expert advisors.

Source: Instore

[span class=note]This story is from the June 2004 edition of INSTORE[/span]

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.”

Promoted Headlines

Most Popular