Tip SheetTip Sheet: June 2004 Published 16 years agoon June 1, 2004By Share Tweet 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. AdvertisementSource: 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. AdvertisementSource: Instore [span class=note]This story is from the June 2004 edition of INSTORE[/span]Related Topics:Tip Sheet click to Comment(Comment) Advertisement SPONSORED VIDEOWilkerson TestimonialsTo Generate Funds for a Jeweler’s Move and Remodel, Wilkerson More Than DeliveredEven successful jewelers need a little extra cash to fund expansion plans—especially when there’s inventory on hand that’s ripe for liquidation. For Beaumont, Texas-based jeweler Michael Price, co-owner of Mathews Jewelers, it was the perfect time to call Wilkerson. Price talked to other jewelers as well as vendors for advice during the selection process and decided to go with Wilkerson. And he wasn’t disappointed. When it comes to paying for the move and expansion, Price says the road ahead is clear. “When we close on the next two stores, there’s no worries about finances.”You may like Pinterest Planning, Overcoming Cellphone Eye Fatigue and More Tips for June How to Make New Friends at a Trade Show and More Tips for May Mother’s Day and Earth Day Marketing Advice and More Tips for AprilPromoted Headlines To Generate Funds for a Jeweler’s Move and Remodel, Wilkerson More Than DeliveredWilkerson The Jewelry Retailer’s Ultimate Marketing Guide: Part 5/5RapNet True Romance – Jewelry Straight From the HeartAdvertisementLatestTrendingVideos Headlines25 mins agoStep Inside the Peculiar World of Engagement Ring Shaming Editor's Note15 hours agoConsidering a Big Risk? 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