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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 | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

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Most Popular

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 | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

Promoted Headlines

Most Popular