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Tip Sheet

Tip Sheet: November 2004



Instore presents four ideas for better business

[componentheading]PERSONA GIFT CERTIFICATES[/componentheading]

Looking for gift certificates for your staff? Try, 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.


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”?


Source: Harry Beckwith, What Clients Love

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

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Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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