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What You Need to Be Doing in Your Business This July

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What You Need to Be Doing in Your Business This July

July 3-8

MARKETING Invite any and all customers to bring their diamond ring in for a free professional cleaning. What’s the investment cost? Time and cleaner. And you’ve probably got a bit of the former to spare right now.

SALES “I cringe when I hear, ‘How are you?’ I absolutely cringe,” says Gennifer Flaxman of Bernie Robbins in Marlton, NJ (PICTURED). “I take the old school approach to building rapport — I comment on someone’s hair or jacket — because if you’re genuine about it, it really works.” 

CUSTOMER RELATIONS Master “trick packaging” — gift wrapping that makes the recipient think they’re getting something else. It’s a great way to build relationships with gift buyers.

MARKETING Hire a pro (or ask a talented amateur) to take photos of your store and team. These are valuable marketing tools you can use in a variety of situations: when meeting new vendors at trade shows, dealing with local press, or even submitting your store into next year’s “America’s Coolest Store” contest.

July 10-15

TRAINING If you’ve always associated lounging on the couch watching QVC with gross unproductivity, think again. The presenters on shopping channels are highly-trained, they have extensive product knowledge, the ability to forge a connection with customers and a “story” about what they’re selling. These are things so many salespeople elsewhere are missing. 

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SAFETY Stage an advanced fire drill. Simulate a blocked exit and unconscious staff member. Critique staff performance.

EQUIPMENT Check all gemological testing equipment to make sure it’s calibrated properly,

SALES FLOOR Replace worn counter pads used to demonstrate jewelry. Tattered or battered tools hurt the perceived value of your products.

July 17-22

OPERATIONS Get your inbox organized, with some help from productivity guru Dave Allen. From now on, view your inbox as a repository solely for “Active” tasks, meaning things that need addressing. Everything else should be deleted or viewed as a “Reference” matter (receipts, photos, thank-you notes from customers — and archived; you can find them when you need them). 

WEBSITE Improve your 404 error page. The Web has a ton of fun and clever examples that could inspire you to come up with something memorable.

INDUSTRY If you haven’t visited for a while, log on to instoremag.com and spend some time at our constantly improving website — more, news, advice and dialog than ever, and lots of archived material as well.

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July 24-29

SELF-IMPROVEMENT What’s the best month to try to change your life? It’s just ahead of us, in August. Unlike the stressful New Year period, in August the kids are back at school, people have returned from vacation and it’s easy to establish a routine that supports your new goals.

OPERATIONS Streamline your working life. Throw out all the stuff from storage under the showcases, says Ruth Mellergaard, principal at design firm GRID/3.


This article originally appeared in the July 2017 edition of INSTORE.

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Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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What You Need to Be Doing in Your Business This July

mm

Published

on

What You Need to Be Doing in Your Business This July

July 3-8

MARKETING Invite any and all customers to bring their diamond ring in for a free professional cleaning. What’s the investment cost? Time and cleaner. And you’ve probably got a bit of the former to spare right now.

SALES “I cringe when I hear, ‘How are you?’ I absolutely cringe,” says Gennifer Flaxman of Bernie Robbins in Marlton, NJ (PICTURED). “I take the old school approach to building rapport — I comment on someone’s hair or jacket — because if you’re genuine about it, it really works.” 

CUSTOMER RELATIONS Master “trick packaging” — gift wrapping that makes the recipient think they’re getting something else. It’s a great way to build relationships with gift buyers.

MARKETING Hire a pro (or ask a talented amateur) to take photos of your store and team. These are valuable marketing tools you can use in a variety of situations: when meeting new vendors at trade shows, dealing with local press, or even submitting your store into next year’s “America’s Coolest Store” contest.

Advertisement
July 10-15

TRAINING If you’ve always associated lounging on the couch watching QVC with gross unproductivity, think again. The presenters on shopping channels are highly-trained, they have extensive product knowledge, the ability to forge a connection with customers and a “story” about what they’re selling. These are things so many salespeople elsewhere are missing. 

SAFETY Stage an advanced fire drill. Simulate a blocked exit and unconscious staff member. Critique staff performance.

EQUIPMENT Check all gemological testing equipment to make sure it’s calibrated properly,

SALES FLOOR Replace worn counter pads used to demonstrate jewelry. Tattered or battered tools hurt the perceived value of your products.

July 17-22

OPERATIONS Get your inbox organized, with some help from productivity guru Dave Allen. From now on, view your inbox as a repository solely for “Active” tasks, meaning things that need addressing. Everything else should be deleted or viewed as a “Reference” matter (receipts, photos, thank-you notes from customers — and archived; you can find them when you need them). 

WEBSITE Improve your 404 error page. The Web has a ton of fun and clever examples that could inspire you to come up with something memorable.

Advertisement

INDUSTRY If you haven’t visited for a while, log on to instoremag.com and spend some time at our constantly improving website — more, news, advice and dialog than ever, and lots of archived material as well.

July 24-29

SELF-IMPROVEMENT What’s the best month to try to change your life? It’s just ahead of us, in August. Unlike the stressful New Year period, in August the kids are back at school, people have returned from vacation and it’s easy to establish a routine that supports your new goals.

OPERATIONS Streamline your working life. Throw out all the stuff from storage under the showcases, says Ruth Mellergaard, principal at design firm GRID/3.


This article originally appeared in the July 2017 edition of INSTORE.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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