Zen Jeweler: Get Perspective

Published

13 years ago

July 2, 2008

INSTORE Staff

Parables by Jeff MccandlessA man is walking to Samaria. On the way, he is beaten, robbed and left in a ditch.

Later, two men, one a psychiatrist, the other a sociologist, find the man lying in the ditch. They are appalled. They look at each other and exclaim, ?Heavens! The person who did this to this man needs our help!?

Let’s rewrite this for jewelers:

A man walks into a jewelry store. He asks for a brand name. He is the 500th person to ask for it in two years. The owner looks at his sales manager and together, they exclaim, ?Heavens, the people looking for that brand don’t understand the value of fine jewelry! They need our help understanding the nature of value!?

THE TAKEAWAY: It’s simple. Stop believing that the world revolves around your set of values. The world stopped using that system a while ago.

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”