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From flea markets to estate jewelry market leader

From flea markets to estate jewelry market leader

With Millennials marrying in record numbers, “some...

Take a proactive approach to jewelry retailing

OJA seminar to offer sales techniques, JA certific...

Dorothy Burke, co-founder of Burkes Fine Jewelers in Kilmarnock, VA dies at 90

Dorothy Burke, co-founder of Burkes Fine Jewelers in Kilmarnock, VA dies at 90

Dorothy Lee Thrift Burke, 90, co-founder of Burkes...

AJA, GJA to co-host annual Convention April 10 – 12

AJA, GJA to co-host annual Convention April 10 – 12

The Alabama Jewelers Association (AJA) and Georgia...

Jewelers of America names 2015 GEM Awards winners

Jewelers of America names 2015 GEM Awards winners

(NEW YORK) - Jewelers of America (JA), the national...

Elisa Ilana’s Lollies Collection has something for everyone

Elisa Ilana’s Lollies Collection has something for everyone

(OMAHA, Neb.) - The Elisa Ilana Collection offers d...

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AISociety AiCertify-2015 debuts with a Global Valuation Standard

The AISociety - Appraisers International Society (AIS) began live and self-study global, online, offerings of AiCertification™2015 at the start of Feb...

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Cas-Ker Company releases 8th edition catalog

(CINCINNATI) - The Cas-ker Company has released the eighth edition of its Tools and Supplies for Jewelers and Watchmakers. The new edition comes with a...

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Dorothy Burke, co-founder of Burkes Fine Jewelers in Kilmarnock, VA dies at 90

26 DAYS AGO
Dorothy Burke, co-founder of Burkes Fine Jewelers in Kilmarnock, VA dies at 90

Dorothy Lee Thrift Burke, 90, co-founder of Burkes Fine Jewelers in Kilmarnock, Virginia - a family owned and operated fine jewelry and repair store - died on December 31, 2014.

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AISociety AiCertify-2015 debuts with a Global Valuation Standard

26 DAYS AGO

The AISociety - Appraisers International Society (AIS) began live and self-study global, online, offerings of AiCertification™2015 at the start of February with the live, AiResidence sessions of its 5-course series of Valuation Appraisal courses to AIStandard v4.0 for gems, jewelry, watches and othe...

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AJA, GJA to co-host annual Convention April 10 – 12

26 DAYS AGO
AJA, GJA to co-host annual Convention April 10 – 12

The Alabama Jewelers Association (AJA) and Georgia Jewelers Association (GJA) wish to invite all retail jewelers and vendors to the 2015 annual co-hosted Convention at Marriott’s Grand National Resort & Robert Trent Jones Golf Trail in Opelika, Alabama.

The educational program features industry s...

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Take a proactive approach to jewelry retailing

26 DAYS AGO

OJA seminar to offer sales techniques, JA certification opportunity

The Oklahoma Jewelers Association (OJA) invites retail jewelers in Oklahoma and surrounding states to attend a seminar developed to enhance sales techniques targeting today’s multiple generations of jewelry buyers.

Lynn Baldwin and Darc...

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Bulova celebrating 140th anniversary in 2015

26 DAYS AGO

Esteemed watchmaker commemorates 140 years of consistent creativity and innovation

(NEW YORK) - Since 1875, Bulova has been renowned as a force for innovation in timekeeping, known for its dedication to creativity, artistry and craftsmanship. In 2015, to mark 140 years of impressive achievements and a...

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Jewelers Mutual Insurance Company earns 28 consecutive A+ Superior Ratings from A.M. Best Company

26 DAYS AGO

(NEENAH, Wis.) - Jewelers Mutual Insurance Company has earned 28 consecutive A+ Superior financial strength ratings from A.M. Best Company, a highly respected insurance rating and information source. Founded in 1913, Jewelers Mutual is an insurer dedicated solely to serving the jewelry industry in th...

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Cas-Ker Company releases 8th edition catalog

26 DAYS AGO

(CINCINNATI) - The Cas-ker Company has released the eighth edition of its Tools and Supplies for Jewelers and Watchmakers. The new edition comes with an expanded collection of equipment from it’s seventh edition release in 2013, and contains new reference material for watchmakers and jewelers to make...

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GIA to issue revised Colored Stone and Pearl Reports

26 DAYS AGO

(CARLSBAD, Calif.) - GIA has announced, effective Feb. 1, they began issuing revised Colored Stone and Pearl Reports and launched Report Check enhancements. The revised reports feature improved gemstone images and language that reflects the most current gemological terminology. Report Check for color...

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Sales Growth Expert A recession is a terrible thing to waste - and a very good time to sell jewelry for high profits

There are two good times to take advantage of your competition:
  1. When business is good. It is easier to make a good time better than a bad time good.
  2. During a recession is a great time to increase sales because your competition is cutting back their marketing. But the trick is to increase your marketing while decreasing your marketing costs.

In the 80s, you know when the last bad recession hit the United States, all my jewelry competitors were walking around wringing their hands asking each other when it would end. Most everyone. I was among the aggressive that stopped reading the paper and listening to the experts about how bad things were. I was among the ones who did not react to the market conditions. I acted. And I acted very, very aggressively.

A few of my aggressive actions in a recession:

  • I went to my suppliers and asked for and received much lower pricing and longer dating to pay. When the market is slow their warehouses fill up. They are willing to sacrifice price to empty them.
  • Although I cut my media advertising back, I convinced the media that it was in their best interest to lower the prices they charged me so I would do some advertising when many of their other customers, my competition, were stopping their marketing.
  • I decided marketing directly to my prospects was a good way to go and made deals with my printer to lower my cost on printed marketing materials. Although I could not get the post office to give me a discount on stamps, I still found direct marketing using postal mail along with flyers was a very economical and successful way to reach my customers and prospects.
  • When my employees were not busy I had them go door to door and hand deliver our advertising/promotional materials. But not for long, because as we became more and more aggressive in contacting our customers and our competition's customers (our prospects) our sales grew and grew.
  • I used the Magic Words - "WHO DO YOU KNOW?" Every customer on your customer list, every customer you sell to, knows someone who needs or wants the products and services you sell. All you have to do is ask them, "Who do you know that also needs or wants the products and services I sell?" It works, not all the time, but it works enough to help you survive and prosper in a recession.
  • I sent my employees to places where I knew people talked about their problems, needs and wants. Local bars. When my staff heard someone talking about their problems that one of the products/services we sold would solve, they got their names and telephone numbers and talked to them about how we could solve their problem. Then a follow up call was made the next day. Many of these contacts turned into sales.

There are still people out there buying your products and services. Not as many, but there are a lot of them. If they are not buying from you, they are buying from your competition. All you have to do is take those customers away from your competition.

First you must stop the insanity - "Doing the same things over and over again and expecting different results." Your market has changed, you must change the way you market and sell.

You must become more aggressive. More aggressive in your marketing and selling techniques. More aggressive today than you were yesterday. And more aggressive tomorrow than you were today. You must be more aggressive than your competition in contacting your customers and theirs.

Remember the old saying, "To increase demand for your products and services, you must increase the offer."

In the Houston Astrodome 100 thousand salespeople were lined up against the west wall. Directly across the dome on the east wall were lined up 100 thousand customers. Then, every ten seconds, they walked toward each other until they were half the previous distance apart. A mathematician, a physicist, and an business professional were asked, "When will the salespeople and the customers meet?"

The mathematician said: "Never."

The physicist said: "In an infinite amount of time."

The business professional said: "When the offer is good enough."

You can survive and prosper during a recession if you act, not react.

  • Work harder and longer hours.
  • You must lower your operating cost.
  • You must increase the number of advertising impressions your prospects see. You do not have to increase your marketing cost.
  • Market to your perfect prospects. Those people who you can make the most amount of money from with the least amount of costs (time and money).
  • Market to your competition's customers.
  • Use low cost advertising:
  1. It cost no more to make a thousand telephone calls than to make one.
  2. Arrange with a non-competitive business to hand out each other's marketing materials.
  3. Use your vehicles including personal ones, to advertise specials with signs.
  4. Increase your point of purchase signage.
  5. Use attractive signs outside of your business.
  6. Create and hand out circulars.
  7. Make presentations at clubs and organizations.
  8. Market to private and public organizations.

Don't forget to use one of your most valuable assets - your customer list. Always go to your customer list. If they purchased from you once they will purchase your products and services again.

The key actions needed to surviving and prospering in a recession:

  1. Take advantage of the opening your competition is giving you when they cut back their marketing and selling aggressiveness.
  2. Lower your overall operating cost.
  3. Be more aggressive in contacting your customers and prospects.Increase the offer to increase the demand for your products and services.
  4. Become more and more aggressive. More aggressive today than yesterday. More aggressive tomorrow than today. And always more aggressive than your competition.

Bob Janet - Sales consultant/trainer, speaker, author of "Join The Profit Club" combines 40 plus years as owner/operator of professional, retail, manufacturing and service businesses with his unique teaching and storytelling ability to motivate, educate and inspire business professionals of all levels and all industries for increased sales & profits. Contact Bob at 800-286-1203, or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..


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