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Tip Sheet: November 2004

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Instore presents four ideas for better business

[componentheading]PERSONA GIFT CERTIFICATES[/componentheading]

Looking for gift certificates for your staff? Try Giftcertificates.com, which offers gift certificates directly from several hundred of the biggest names in travel, electronics and other desirable categories. Or order the website’s “Super Certificate”, which will let the person you’ve “gifted” (man, we hate that word) redeem their gift from any of the suppliers listed on the site.

Source: Instore

[componentheading]WATCH YOUR DIAMOND-SHOWING ROUTINE[/componentheading]

In this issue, we talk about one of the worst habits of lazy salespeople — lopping 10% off an item’s price the instant your customer raises an objection (See Page 40). Here’s another: instantly pulling out the cert whenever you show a diamond. Rid yourself of this romance-killing habit. Promise yourself that for the next one month you won’t bring out a cert when showing a diamond. Wait until the deal is done.

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Source: Instore

[componentheading]USE YOUR PARKING LOT[/componentheading]

Here’s a different idea for those of you who have your own parking lot. Why not mark the different rows in your lot with signs featuring names and pictures of the different brand names you carry? Imagine a six-year-old saying, “No, Mommy, we didn’t park in Jose Hess, we parked in David Yurman.” Great branding. (Alternatively, you can put advertisements of your specials in each space.)

Source: Faith Popcorn, Eve-o-lution

[componentheading]SAY MORE WITH NOTES[/componentheading]

If you’re sending holiday cards this year, do not send a greeting with nothing but your signature. Frankly, sending nothing works better. Instead, write a short note — how about “Thinking about one of my favorite customers as the holidays approach …” or even “Happy, happy holidays to you”?

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Source: Harry Beckwith, What Clients Love

[span class=note]This story is from the November 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: November 2004

Published

on

Instore presents four ideas for better business

[componentheading]PERSONA GIFT CERTIFICATES[/componentheading]

Looking for gift certificates for your staff? Try Giftcertificates.com, which offers gift certificates directly from several hundred of the biggest names in travel, electronics and other desirable categories. Or order the website’s “Super Certificate”, which will let the person you’ve “gifted” (man, we hate that word) redeem their gift from any of the suppliers listed on the site.

Source: Instore

[componentheading]WATCH YOUR DIAMOND-SHOWING ROUTINE[/componentheading]

Advertisement

In this issue, we talk about one of the worst habits of lazy salespeople — lopping 10% off an item’s price the instant your customer raises an objection (See Page 40). Here’s another: instantly pulling out the cert whenever you show a diamond. Rid yourself of this romance-killing habit. Promise yourself that for the next one month you won’t bring out a cert when showing a diamond. Wait until the deal is done.

Source: Instore

[componentheading]USE YOUR PARKING LOT[/componentheading]

Here’s a different idea for those of you who have your own parking lot. Why not mark the different rows in your lot with signs featuring names and pictures of the different brand names you carry? Imagine a six-year-old saying, “No, Mommy, we didn’t park in Jose Hess, we parked in David Yurman.” Great branding. (Alternatively, you can put advertisements of your specials in each space.)

Source: Faith Popcorn, Eve-o-lution

[componentheading]SAY MORE WITH NOTES[/componentheading]

Advertisement

If you’re sending holiday cards this year, do not send a greeting with nothing but your signature. Frankly, sending nothing works better. Instead, write a short note — how about “Thinking about one of my favorite customers as the holidays approach …” or even “Happy, happy holidays to you”?

Source: Harry Beckwith, What Clients Love

[span class=note]This story is from the November 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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