When Style Counts

Sorry for the length of this article.  It was written for a magazine submission, but this message couldn't wait.  Focus on this during the coming holidays and then build your future business on these key principles!!!

I was walking through the mall the other day and I spotted a bar fridge in a music store.  It looked exactly like a Marshall stacked amplifier set.  The knobs even turned.  For someone who plays guitar or who is into hard-core rock’n’roll, this would be the ultimate fridge.  I remember shopping for the bar-fridge in our basement.  We looked at how many cubic feet it was, what the Energy-Guide rating was, how the interior was organized and how much it cost.  We compared at a couple of places and found one that suited our criteria for $179.  Had I seen the Marshall Stack bar fridge for $299, I would have bought it without even opening it up.
 
Further back, when I worked in retail jewellery, I had a young man come to me with a problem.  Despite his Mom’s recommendation to buy from me, he bought an engagement ring elsewhere.  When the engagement went South he needed advice as to what might be a fair return/exchange practice with the vending jeweller.  I gave him some guidance, and he pledged then and there to buy his next engagement ring from me.
 
A couple of years later it (almost) happened.  He came to me having found a new love and was ready to buy that engagement ring.  In their travels she had found a style that we would not agree to replicate; therefore, he ended up having to break his pledge to me.  The style was billed as a nouveau tension-style ring; essentially a ring within a ring, with a girdle-sized hole at the top of the outer band pressing the diamond’s pavilion against the inner band.  I explained the risk of such a setting, and politely suggested that if no other ring would do, they had best get it from the other jeweller. 
 
All was not lost.  This young man referred a friend to me for an engagement ring, who referred two other friends, and I ultimately received a lot of business from his recommendations.  The point is; style counted for a lot.  On that day, style was more important than his pledge or my ability to provide the professionalism he was looking for; and it superseded any thoughts of diamond quality, warranty, or even durability. 
 
There are two times when style counts for a lot.  The first is when you have a style that nobody else can or will supply, and the client falls deeply, madly, passionately in LOVE with that style.  That’s why it’s important to have your client try-on all kinds of diverse styles to see if something that was off-the-radar catches their fancy.  If you have distinctive and exclusive product, then you should romance the matchlessness of it and you should be able to captivate them with the fascinating story of the designer.  Here’s why: if they fall in love with something unique then you’ve eliminated a lot of your competition, and margins go WAAAAY up!
 
The second way in which style counts is when you’re working with styles that are popular.  Back in the 80s it might have been the 17-stone diamond cluster ring with ski-tip shoulders.  Today it’s the white gold halo-style with micro-set shoulders.  Style counts here because every manufacturer offers something of this description, and the consumer can’t tell one from another.  Because it’s hard to compare across the mall or across the city, your best business strategy is to have the least expensive of this look.  As the consumer begins shopping this style to see who has the lowest price, it drives quality and margin WAAAAY down. 
 
I still see some very beautiful and well-made 17-stone cluster rings, but they are likely the early models when VS diamonds were abundant and the claw-work was impeccable.  As the race to the bottom ensued the gold became thinner, the setting work more perfunctory and with diamonds diving ever lower in quality.
 
On the sales floor, there are often designs that are easy-to-sell, and those which are more suited to the jewellery connoisseur.  If you only ever sell the former, you can easily be replaced.  If you can sell to the aficionado, and turn a portion of bargain-shoppers into more sophisticated clients, then you’re worth more and you’ll surely earn more.   Let’s stop being lazy!  Todays bridal shopper comes in with pictures off of Instagram of the same things over and over again.  Those are the popular designs, and if you don’t have the cheapest one of those, you’ll lose.
 
Here are six keys to selling better, more valuable jewellery which fetch higher margins:

• Show clients exquisite design alternatives at every opportunity – even if they’re coming in for a watch battery or some other product. 
• Research and then talk-up the merits of the designers you have chosen to carry in your store. 
• Never miss a chance to tell them about the advantages of buying from your store.
• Get to know them and their lifestyle.  Then as their friend, guide them toward designs will compliment their stated preferences and lifestyle.  By listening to their story and then repeating back aspects of designs that relate to them, you’ll blow them away because very sales associates truly listen!
• Focus on style rather than diamond size/quality – remember if they love the style, you might not even need to talk about the 4-Cs.
• If all of that fails, then sell them what’s easy to sell.  You may have expanded their horizons for future purchases anyway.

 
One last story:  Lilian Jensen and I were at a restyle show in Kamloops about 10 years ago.  A couple in their late 30s to early 40s came looking for an engagement ring.  This was to be his first marriage so he was really quite excited.  While looking at designs we talked about how they met and soon discovered that they were a match made in heaven.  Once a design was found that put a huge sparkle in her eye, Lilian pulled out a suitable sized loose diamond and floated it over-top the design to dazzle the giddy couple.  With a perfunctory pause to ask about the final price, they eagerly asked when it would be ready; then proceeded to plunk down the plastic.  After they left, we were thrilled for them, and I stood amazed that they left without knowing the size or quality of the diamond that Lil selected for them.  It wasn’t an issue.  They wanted THAT fantastic design and the designer had endorsed the selection of the feature diamond.  Done, and done!
 
That’s the power of a personal connection and winning style.

Incredibility

It's a big leap from credible to "incredible."

The English language is full of words where prefixes and suffixes can adjust the meaning 180 degrees, turn it sideways, hyperspace it into superlativity (I made that one up!) or completely change the intent.  “Hospitable” and “inhospitable” are opposites, but what about “credible” and  “incredible?”

In the jewellery business credibility is a huge asset.  How will consumers buy something so easily fudged from us without trust?  We want to be perceived as “credible.”  So do cruise ship jewellers, Caribbean port shops, internet retailers, home shopping channels, chain stores and the dishonest jeweller right down the street from you.  They all want to make sales, and they all know that credibility, or the appearance thereof is the key.

What do our competitors do to build credibility?  Cruise ships spend time educating passengers about jewellery while building rapport.  Port shops bribe port lecturers,  boast of their New York head office and international warranties.  Internet retailers build credibility through transparency of information and no hassle return policies.  The chain stores take advantage of their long histories to leverage lifetime trade-ups and long-lasting warranties.  The television vendors have extensive “risk reversal” policies to assert “we’re so sure you’ll love it, we’ll pay double the return postage if you’re not happy.”  The dishonest guy down the street peddles half-truths and lacklustre promises.

I still visit perfectly honest retailers who have no BBB, Chamber of Commerce nor CJA stickers on their doors.  Their hand-written signs behind the counter that say “NO REFUNDS, EXCHANGE ONLY,” make me think that numerous clients have desired refunds for suspicious reasons.  When asked about warranties, trade-ups and exchange policies there’s no document to clearly state the expectations.  “We’ll take care of you,” sometimes will lose to the chain store’s clearly stated documentation.  I love to see cork-boards full of thank-you notes and wedding photos of happy couples.  They confidently assert “others have tried us and appreciated the service, so you should too.”

Here’s the thing.  If your customer comes to you and says, “Peoples will give me my original cost towards something of double the value…” you might choose to match that deal in order to gain the sale, and the trade-in of something that might actually have some value to you.  If your customer says, “I think this was a manufacturer’s defect,” you often give them the benefit of the doubt and cover it anyway.  For ALL of those benefits you give to your clients after the fact, you could formalize them (to protect you against abuse) and use them as a selling feature to make more sales.

You need to prove your credibility in your long-term actions, but you also need to be able to articulate your credibility in a short sales presentation.  If you A) have credibility, B) clearly communicate how you back-up your claims of  credibility, and C) live it and prove it every day of your life, then you will surely achieve the status of “incredible.”

Simplify for Success

Some of the most successful songs are very simple, so why do we try to over-complicate our sales pitches?  

Simplify for Success

This past week, I planned and participated in a workshop for Church worship bands.  It’s surprising how many times I though “Wow, being in a band is just like being part of a sales team!”  The facilitator Corey, is an accomplished guitarist and singer, and has led many bands.  He shared with us the ironic fact that the better he gets at playing the guitar, the more he simplifies what he plays and the better he sounds.  Hmmm. 

Corey got me to thinking, “isn’t that the way it progressed when I was working in jewellery stores?”  I began not knowing much, so I didn’t have much to say.  Then I learned about gemology, custom design, watch functions, industry news and jewellery history.  I had tons of things to say.  I could (and did) regurgitate jewellery-talk on command – boring the heck out of my prospects, and missing opportunities to build relationships and close sales.

The better way is to have a million things to say, but keep each in your back-pocket until just the right moment.  A great song usually has a memorable guitar solo, piano riff, or drum solo.  The only way for these to be memorable is for the song to lead-up to it, so that the listener eagerly anticipates it.

If you talk peoples’ ears off, they’ll divide their attention according to the number of words you speak.  The longer you drone-on, the less impact each word has.  If you ration your words, those fantastic value-added statements and closes that you have in your repertoire will be well received when the time comes.

Prepare professionally then apportion your words at just the right time.  It will be music to your client’s ears!

New Manufacturer “Imanokov”

Okay, so it happens in our industry.  One manufacturer’s designs looks suspiciously like another’s.  There are certain designs, including the 17-stone cluster ring, the “stairway to heaven,”  the “Tiffany-style solitaire,” the current halo-settings, etc.  Who put-out the first 17-stone cluster?  Can anyone remember?  I recall being shocked in 1988 when Boas & Farro put out their little red catalog featuring all manor of diamond clusters, when I thought of them for original designs.  Who were the first to string various donut-shaped silver beads on a snake bracelet? Plagiarism is grounds for expulsion in Universities, but in the jewellery business seems to lead to significant financial rewards.  What’s wrong with our industry?!?

I guess like drug companies, the one who comes out with the product first, gets to enjoy the rewards of innovation before the copy-cats swoop-in and begin making generic versions.  In the pharmaceutical business, they get 10 years of patent protection before others can copy.  In the movie business, copyrights are good for 25 years, which is why Disney “remasters” their movies on each 25^th anniversary.  This makes the old edition less desirable and restarts the 25 year clock of protection on the new one.

When I visit the “designer section” of JCK Las Vegas, I expect to see new innovative concepts.  Which ones might become trends, and which will fizzle into oblivion is the question of the day.  Maybe one hot new designer will inspire other designers to take a motif and shape it in a new direction.  That’s how we continue to come-up with new design variations after you think thousands of designers over hundreds of years have exhausted all possible variations.  “Duplicators” can see a design at JCK, walk down the aisle making a sketch, digitally send it to their goldsmiths, and before returning to their home office, could have a “new design” to offer their clients.

As a representative of a design firm that seeks to innovate, I can tell you that not all innovations are profitable.  It takes trying a number of new things to prove one highly favorable.  The overall business model requires loyal supporters to try some new and continue to buy the tried and true in order for innovators to survive.  I would humbly ask that you show respect to the innovators and give them every opportunity to supply you.  If the innovators get pushed out of business by the duplicators, then the duplicators will all have only each other to copy; and our design world will become a very bland place indeed.

Fake it ‘til You Make it?

<Wondering where I’ve been?  Much of my writing-time has been directed toward editorial contributions to Canadian Jeweller Magazine.  I’ll continue to send articles as they don’t conflict with that effort.  Enjoy a new game like “Where’s Waldo?” – see if you can find my articles buried in the back of Canadian Jeweller Magazine (not in every issue.) >

My good friend Quentin was talking about his experience in retail.  He began working at The House of Knives a few years back and when he started, he felt the all-too-familiar temptation to “fake it ‘til you make it.”  After getting caught giving misinformation by knowledgeable shoppers, he was embarrassed and he recognized the need to get ahead of the game.  He committed himself to learning about the different metals used in knife-blades.  He built his own collection of kitchen and pocket-knives, so that he could personally attest to the advantages of one product or another.  He now feels a sense of confidence that he can approach clients and almost never get “stumped” by a product knowledge question.  He approaches new and repeat clients with genuine conviction that they are going to get the best possible advice when selecting product, and his sales are impressive. 

Has a client ever asked you a question you didn’t know the answer to?  When that happens there are a few ways to handle it:

Bad Choices:

·      Invent:  Fabricate an answer that you think will help make the sale

·      Interpolate:  You can make something up that sounds like it might be correct, based loosely on your knowledge of jewellery

·      Impart:  You can give them an answer that you’ve heard someone else give, even though you’ve never actually verified the accuracy of that answer

 Better Choices:

·      Ignorance: you can admit your ignorance, and ask if the answer affects their desire to purchase the item in question.  If not, sell-away!

·      Interrupt:  You can ask the client to wait while you look-up the answer or attempt to get it from the manager or another staff member

Here’s the thing.  There’s no replacement for a wealth of product knowledge.  I’ve written before about how important it is not to overwhelm customers with unwanted facts, but when they ask and you don’t have the answers, you stand a chance of losing the sale.

Call to action – “Stump-Log:” When a customer stumps any one in your store with a question, deal with it the best way you can.  Once finished with the client, log the question at the top of the page of a notebook.  Make sure you go-back when you have time, research and write-down the best answer you can find and then share it with your teammates at the next staff meeting.  Add comments to the answer as the team collaborates on the best possible responses, and as the manager gives direction.  This notebook will become great reading and a valuable resource for new hires.  Managers, when there are few or no new entries in the stump-log, write-down an every-day question and task a staff member with writing their best answer.  Something like, “I saw an ‘SI’ clarity diamond at another store, but it didn’t look clear to me.  Why’s that?”, or “are dark Sapphires the best quality?”

Knowledge leads to confidence.  Confidence leads to effective selling.

The Road Behind

Last week I visited some stores in the Vancouver area.  One of the malls I visited was Lougheed Mall in Burnaby, BC.  I expected a degree of nostalgia.  You see, for a few very important months of my life in 1988-89 I worked there for Mappins Jewellers.  It was during that time that a friend of mine told me about a cousin who worked at the same mall.  I ventured downstairs to the Cotton Ginny to introduce myself to her one day.  A few days later in front of Mappin’s Sandicast display on December 2^nd, 1988, I asked Jana out on our first date.  I couldn’t wait for my shift to end.  After Christmas, the hours from Mappins weren’t quite so abundant and a friend recruited me to come work for him.  I returned to Lougheed Mall frequently over the following months to visit Jana, and buy her treats from the Cookies by George kiosk.

Fast-forward 25 years.  Mappins is gone from the mall, and I couldn’t really tell which clothing shop is in it’s place.  O.B. Allen and Ben Moss are gone.  Cookies by George moved and Cotton Ginny is gone.  The parking lot has been reconfigured and built-up so I couldn’t even envision where I used to park.  Businesses come and go but the people and experiences live-on.  I met my life-partner in that mall.  I remember Dwight, Tom, Irena, Demetre & Kelly with whom I worked, and I’ve seen and heard-tell that some are still in the jewellery business.

No trace of that store remains, but the impact of the people I worked with is an inescapable part of me.  I witnessed some very effective sales-people, and caught invaluable sales techniques.  I learned that individual commissions can lead to conflict and resentment.  I came to understand that chain-stores would never suit me quite right.  Even though I was low-man on a pretty high totem pole, I resented the cutting of my hours and it drove me to prove to them that they overlooked a “diamond in the rough.”

It makes me pause to take stock of where I’m at today.  If my future-life unfolds in unexpected directions, what will I take away from working with Steve, Lilian, the amazing retailers (some of whom will remain friends forever,) and from my valued industry colleagues?  Take a moment to thank God, or fate or the universe for the people around you who contribute to your success, to your character and who you’ll take with you as the years march on.  Better yet, find a way to thank them for being part of your life today!

Between Shows...

Between Shows

I just returned from Toronto for the CJG buying show, and am repacking for the Edmonton show.  The definite highlight in Toronto was seeing Wayne, Joanne and Elyse Austen.  Hearing them share about the heart-breaking damage from flooding was equally haunting as it was heartwarming to hear the staggering amount of money that members had thrown into the hat for them.  As CJG President Wayne Fisher announced, “if that doesn’t bless your blesser, then you’re blesser must be broken!”

Looking forward to Edmonton, and more confident buying.  It’s been a few years since the 2008 economic meltdown in the US, and lesser degrees of slowing in parts of Canada.  Since that time the tone of buyers has been anywhere from fearful to cautious to slightly optimistic.  This year in Toronto I perceived a confidence that retailers are at a place where business is more predictible, and they’re choosing new product strategically.  The days of, “maybe this is the year that things will break loose,” or “hopefully we don’t have another crash,” or “we’re still overstocked from those boom years” seem to have faded into the past. 

When you look back on the ups and downs of the past 20 or 30 years, you recognize that highs and lows both come and go.  If you want to go for the gusto, you might over-extend your inventory during high-times.  If you want to protect yourself, you’ll pull-in your horns during every negative blip in the market.  If you think 20 or 30 years forward, your course will be dictated by the business you want to develop, rather than the numbers that rose or fell last year.  Buying is a tough job, but that’s where the shows give you a huge advantage.  You can see full selections of the latest product and compare in a timely manor to make the best possible buying decisions. 

If you’re still unsure about coming in for the Edmonton show, I encourage you to go for it.  You just might discover new designs, or new lines that will revolutionize your future.  You could also win a brand new Lexus, and that wouldn’t suck either!  See you there.

This message was brought to you by CANADIAN STAR DIAMONDS.  Click here to learn more!

Deadline approaching…

Kudos to those of you who have supported your fellow jewellers, Wayne and Joanne Austen of High River; in the aftermath of Alberta’s catastrophic flooding.  Donations have been trickling in, and the amount continues to grow.  Their showcases were literally obliterated and washed away.  The restoration workers have stripped the building right to the outer walls.  Think of an amount in dollars that it takes to build and furnish a medium sized jewellery store including showcases, flooring, lighting, furniture, computers, etc.  While their home was covered by a flooding rider, jeweller’s block insurance does not cover such an event and government disaster relief is offering up to $15,000 in aid (should their application be accepted.)  If you have yet to offer-up your contribution, please do so before July 31^st.  I’ve sent mine, and it’s heartwarming to see the sacrifices being made for a fellow jeweller in need. 

***If you feel moved to contribute to their rebuilding, please send a cheque to one of three venues marked “AUSTEN’S”.  Please make the cheque payable to the association, so that they can amalgamate the funds and then make a presentation on behalf of all of the caring jewellers who participated

CJG

8 Centre Street N

Huntsville, ON

P1H 2C2

DiGem

G7, 5550 - 45 St.

Red Deer AB

T4N 1L1

Passing the Hat

Passing the Hat

Since the weather has warmed, Canada Day has come and gone and a terror threat on Canadian soil has topped the news, it seems like the flooding in Alberta is fading into distant memory.  The memory is all too real for one member of our jewellery-family.  I wrote about the Austens of High River having suffered the loss of their store, and have since discovered that there is a way we can all help them recover.  Following are excerpts from a letter to CJG member stores.  I would hope that all of us could pitch-in and help. 

 Austen Jewellers, High River Alberta has been hit by the massive floods in Alberta and their store has been totally destroyed. From the pictures we have seen most of the windows are gone as are parts of the walls.  We have spoken with Wayne Austen a couple of times over the last week. They still are not allowed into the downtown and therefore into their store or into their home. They are staying with their daughter Elyse in Okotoks.

Insurance coverage is unknown at this time, but as it rarely covers flooding they are basically without insurance to help recover. Provincial aid will likely be available but how long that will take is anybody’s guess. Building inspectors will have to verify the soundness of the buildings before plans can be made to rebuild.

This is far worse than a flood, it is a disaster area currently under martial law.

They will be needing new store fixtures and displays and some new merchandise to fill them, but now there is no income source to help pay for them and it could be weeks or months before they are up and running.

If you would like to take part in a Financial Assistance Opportunity and help out a fellow (jewellery) store … then please send a cheque made out to CJG, ( Tag it-"Austen's") and we will forward the funds on to them on everyone’s behalf.

We know that the CJG family of members and suppliers will come through for them.

Our thoughts and prayers remain with the Austen’s.

***If you feel moved to contribute to their rescue, please send a cheque to one of following three venues marked “AUSTEN’S”.

CJG

8 Centre Street N

Huntsville, ON

P1H 2C2

DiGem

G7, 5550 - 45 St.

Red Deer AB

T4N 1L1

Customgold Mfg. Ltd.

#529, 470 Granville St.

Vancouver, BC

V6C 1V5

Jewellery Store Washed Away in Flooding

Best wishes, and prayers go out to Wayne & Joanne Austen of High River, Alberta whose newly renovated store was nearly gutted by the flooding last week.  As the waters began to encroach upon downtown streets where Austen Jewellers is located, Wayne was attempting to “batten down the hatches,” when the first of the large picture windows in an adjacent gift-shop imploded.  He then helped a few ladies through the chest-high water to safety, during which time he had an acute revelation of how dangerous the forces of this rushing water could be.

Today the Austens remain in nearby Okotoks, awaiting the green light to return to their home, which thankfully appears to have sustained very little water infiltration.  Having lost three vehicles to the flooding, one has already been settled with insurance.  Still no word on what roll insurance will play in the building which plays host Austen Jewellers, a gift-shop, eye-wear store and other businesses; nor on whether his business insurance will cover the furniture and fixtures.  The initial news reports state that homeowners insurance would not normally cover over-land flooding, but Provincial and Federal disaster relief will be in-place shortly to help repair what insurance doesn’t.

If insurance and disaster-relief fails to help the Austens rebuild their store, can anyone out there suggest a way in which we as an industry can pull together to assist them?  I haven’t asked, but maybe some temporary showcases will be required until insurance and contractors are arranged.  Let me know if you have any thoughts.  I won’t try to “pass the hat,” or organize anything until we know more about available aid. 

For now, just keep them in your thoughts.  Send them an encouraging note if you know them.  Appreciate your warm and dry store, knowing that any one of us could have been affected by a natural disaster.

3rd Avenue West looking West - High River

3rd. Avenue West looking East - High River

Austen Jewellers is located where the beam is sticking out of the window

Bat-Sheba Gift Shop, adjacent to Austen Jewellers - where the first picture window let-go

Alberta Premier Allison Redford sees first-hand the incredible destruction

Copping a ‘tude

One day I had it illustrated to me in vivid side-by-side detail.  Two ladies came to see me in my store.  Both could have been sisters.  Same build, same hands, same finger size.  One said, “I can’t wear rings that are too narrow, I mean look at my hands.”  The other later told me, “I need something quite fine with these short fingers.”  And then it hit me.  It’s not about the length of fingers, it’s about their self-image: their attitude.  Thereafter, I paid better attention to the intensity of color they wear, the boldness of their accessories and the amount of makeup worn.  A brassy realtor with big hair, massive bejeweled hand-bag and outrageous high heels is going to be a good candidate for my biggest, boldest designs!  It’s all about the attitude.

Don’t we wish there were more “big attitudes” out there?  Well, we can have a hand in encouraging that.  Whenever I see the lady with her three-piece wedding set, anniversary band, family ring and her mom’s wedding set all piled-up onto her left ring finger, it’s a great opportunity to encourage her to spread things out a bit.  Since she’s been wearing 15 rings on one finger, she is open to wearing something wider on another finger, but might need some enCOURAGEment.  If you talk about the attitude of wearing bigger bolder jewellery; there are very few women who don’t wish they were a bit more fashionable, and exuded a bit more of a confident attitude.  I enjoy the challenge of getting a lady to put a ring on a middle finger or index finger for the first time, because it opens-up a whole new world of possibilities in her jewellery wardrobe.

Make it your personal mission to expand our industry by claiming new territory on every customer’s hands.  And when they’ve got rings for every finger, start working on rings for every occasion, and color palette.  If you believe that having more jewellery than you can wear on a daily basis is excessive and wasteful, you should probably examine your own attitude.  Start by searching through the store’s inventory every single day to see which jewellery would be ideal for the outfit you’re wearing and how you’re feeling.  Then imagine having such a vast jewellery wardrobe yourself.  There are ladies coming into your store with the means to build a stunning collection, and you should be excited to help them do it; if you’ve got the right attitude.

Inspiration

Where do you get yours?  This past week I was listening to an audiobook about the hard life of Johnny Cash.  Ahead of an album featuring songs about the “old West,” he got himself lost in the desert, had to kill a jack-rabbit with a bowie knife to eat, and at one point was found face-down on the ground by a park ranger.  He did this for inspiration.

What do we do for inspiration?  I’ve heard tell about jewellers found face-down on the ground by Las Vegas policemen.   As recently discussed with Stacey Gelmici, the jewellery shows seem to be a valuable source of inspiration.  I’m looking forward to the SmartShow in Chicago to learn, observe and share with retailers and wholesalers. 

Baron Carter worked at Independent Jewellers Superstore while he was going to school in Edmonton for inspiration and experience.  When I was in the business for less than six months, I visited Tony Cavelti’s store on a trip to Vancouver.

Magazines, training programs, blogs, jewellery TV:  inspiration is everywhere!  How about this one … ready for it?   Talk to your clients.  Ask them about their feelings about jewellery and about your store. 

Once inspired, you’re a much more interesting jeweller to talk to.  You’ve got more to talk about, and you’re more engaged.  When you’re engaged, it’s easier to engage your clients.

16 x 9 News Article

Thank you Kathy for letting me know about the Global News 16-by-9 article about security in the jewellery industry.  For those of you who haven’t seen it, I’d recommend watching the 20 minute segment.  In the news piece they claim that they “couldn’t find a jewellery traveller willing to talk about security on camera.”  Well Duh!  I would have done one of those silhouette interviews with the voice altering thingie, but they didn’t ask me.

One of the assertions of the news piece was that Columbian based gangs have moved North from the US into Canada because US law enforcement has done such a fantastic job of deterring them, and that Canada is softer on criminals.  I’m not so sure about that; I think it might have something to do with our more buoyant economy.

Once again I thank all of you who help reps maintain their anonymity by:

·      Offering back-office viewings where available

·      Not asking about our travel plans (we know you’re just being friendly, but we don’t want you to be the only one who knew where we are staying or where we were headed to if something does happen.)

·      Walking us out to our vehicles or at least watching us enter our vehicles until we pull-out of your parking lot

·      Not responding to strangers who might say, “hey, I used to go to school with that guy, what was his name again?” or otherwise trick you into giving information about us

As many of you well-know, I often am willing to meet with your clients for custom design work.  I’m less anonymous than would be ideal, but by taking every other precaution, I continue to enjoy travelling, and I have a deep faith that I’ll remain safe and healthy on the road.

Have a great couple of weeks while I’m in Haiti.  If you’re interested in reading what we’re up to, we’ll be blogging at www.facebook.com/nanaimotohaiti or you can visit www.nanaimotohaiti.weebly.com and click on the “blog” tab.  Congrats to Richardson’s Lloydminster for collecting the highest amount of gold for our Haiti orphanage fund.  They have won a free sales training session for their fabulous staff from yours truly.  With your support plus a top-up from Customgold, we’re taking $5,000 down with us for building and supplying orphanages and free schools that benefit the Haitians who need it the most!

Shaving Cream

Wow, are you kidding me?  Here I am laying low, and not sending-out daily blog-posts because I know how busy you are (also because I’m extremely close to accomplishing my 300 blogs in 2013.)  Here’s what I’m seeing.  Due to a new product line with a time-limited offer, I’ve made a couple of sales pitches during the busiest month of the year and got timely responses back.  I’ve also received many thoughtful responses to some of my blog posts.  Is it that slow out there?  Nope.  Reports are pretty good so far.

I always wondered how long a can of shaving cream would last if I always used the small (but entirely sufficient) amount that I squeezed-out for the last couple of shaves before starting a new one.  In the same way I wonder how much we could accomplish if we worked as efficiently as we HAVE to in December.

This December, make sure you take just a few moments to observe how quickly product gets tagged and put into the showcase.  How much time it really takes to wipe-down the counters.  Note the urgency to call people when repairs or special orders are ready.  There’s no dilly-dallying.  No lolli-gagging, and certainly no shilly-shallying.  Now get back to work and enjoy the hustle (and the bustle!)

The Home Stretch

The Home Stretch

Black Friday’s done, and there are only 40 more shopping days before Christmas.  When I was on the sales floor, there was nothing like those last couple of days before Christmas!  I loved the way desperate men would come into the jewellery store tapping their credit card on their palm while seeking-out a last minute Christmas gift for their wives.  It was like shooting fish in a barrel.

Now that I look back on it, I’m thinking it should looked at as “sad,” not “exciting.”  I wonder how many of those poor sods could have been coached into shopping earlier when the selection was better.  I wonder if I greedily took their money without giving them a great jewellery buying experience.  I wonder how many times I allowed them to buy something that was a mismatch for her long-term jewellery wardrobe development.

Today’s probably a good time to start calling known clients and encouraging them to shop early.

• ·      We’ve just received the last of our big Christmas orders, so selection is best
• ·      With a small deposit we can hold it until closer to Christmas
• ·      We have more time to spend with you at this time of year
• ·      You’ll be a hero if he/she opens-up one of these hot new designs on Christmas morning
• ·      Let’s get your Christmas shopping out of the way before the crowds get ridiculous
• ·      Only 40 more shopping days.  If we don’t have exactly what you want there’s still time to customize or personalize something special for you
• ·      You can beat everyone to see our largest selection of the year

Add you own talking points for those calls, but have them handy.  Read the over a few times before engaging in conversations.  You’ve even got time to go to them if outside sales are permissible.  Rather than wait for the Christmas rush to come to you, run to it!  Make it happen for yourself.  If you end-up with a little bit of extra time to actually work with clients on the 23^rd and 24^th, you’ll be better able to give them a great experience.