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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

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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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

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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