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David Squires

Work Strong

Going the extra mile now will make your store even better when the recovery comes.

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SINCE THE ECONOMY went south, instore has continually given the same instructions: Don’t worry about the economy. Keep moving forward. Keep getting better.

Now that things are maybe, possibly, finally beginning to improve, we want to reiterate the same advice one more time. Don’t forget to keep doing the extra work that will make your store stronger.

This month, our extra-credit assignment is for you to take advantage of new technology. There are so many technologies out there that are now easier to use than ever, and that with a reasonably small investment of time can significantly help your store. Pick one of the below and make it your special personal project for the next month, something you work in between other projects or when you have a day off.

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  • Learn to edit video and create a fun store tour or instant video promotions.
  • Learn to record and manipulate audio to create a store podcast or radio commercial.
  • Practice social networking with Facebook, LinkedIn and MySpace.
  • Learn to operate your website’s back-end so you can upload a new picture to the front page of your website.
  • Learn light HTML editing — just enough so you could make an immediate correction on your website if you had to.
  • Learn how to create  a wiki, then build an internal one for your store so you can accumulate information on operations, policies and "secret" sales techniques.
  • Learn to shop diamond suppliers online.

My guess is that you’ll really enjoy the challenge.

Wishing you the very best business …
David Squires
dsquires@instoremag.com

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SPONSORED VIDEO

Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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