10192017Thu
Last updateWed, 18 Oct 2017 12am
Overnight explains how to say, “Yes!” to every sale

Overnight explains how to say, “Yes!” to every sale

Releases 2 new catalogs  

Being a jewelry retailer h...

Reason to Hope: Jewelry industry steps up to help natural disaster victims

Reason to Hope: Jewelry industry steps up to help natural disaster victims

It’s so easy to get sucked into choosing a side. T...

Sandy Jones jewelry career comes full circle

Sandy Jones jewelry career comes full circle

They say never burn a bridge you may need to cross...

Other News

The psychology of the allure of gold

The psychology of the allure of gold

When you think of the color gold, images of grandeur and extravagance are likely to come to mind.

For millennia, the metal has adorned crowns and hilts of swords. It has been used to enhance paintings and ornaments to increase their value.

In some cult...

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Industry Events

Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Conference to be held November 10 & 11, 2017 at CUNY Graduate Center, New York City

Initiatives in Art & Culture (IAC), an organization committed to educating diverse audiences in the fine, decorative, and visual arts, has announced their 19th...

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On The Move

Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, who has spent the last 37 years selling jewelry, chains, and charms to retail stores, has announced his retirement. His announcement coincides with his intention to sell JKM Enterprises, parent company of Charms Plus, to interested buy...

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What's New

Merit Diamond introduces MFIT®

Merit Diamond introduces MFIT®

Innovative men’s wedding bands designed with maximum comfort in mind

Merit® Diamond, manufacturers of the popular, luxurious diamond fashion line Sirena®, has developed and tested their supremely comfortable men’s MFIT® wedding band line over the past...

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Featured Articles

Alamea Hawaii’s appeal washes deep into America with elegance & beauty of the sea

Alamea Hawaii’s appeal washes deep into America with elegance & beauty of the sea

One doesn’t have to live in paradise to appreciate and crave a piece of it. With this in mind, Alamea Hawaii brings the beauty of Hawaii and beyond to inner America with elegant and fashionable designs for jewelers and retailers, inspired by the most...

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Latest News

The psychology of the allure of gold

1 DAY AGO
The psychology of the allure of gold

When you think of the color gold, images of grandeur and extravagance are likely to come to mind.

For millennia, the metal has adorned crowns and hilts of swords. It has been used to enhance paintings and ornaments to increase their value.

In some cultures, gold is a predominant feature of festivals a...

Readmore

Scientists believe cosmic collision reveals origins of gold

1 DAY AGO
Scientists believe cosmic collision reveals origins of gold

WASHINGTON (AP) — It was a faint signal, but it told of one of the most violent acts in the universe, and it would soon reveal secrets of the cosmos, including how gold was created.

Astronomers around the world reacted to the signal quickly, focusing telescopes located on every continent and even in ...

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Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

1 DAY AGO
Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Conference to be held November 10 & 11, 2017 at CUNY Graduate Center, New York City

Initiatives in Art & Culture (IAC), an organization committed to educating diverse audiences in the fine, decorative, and visual arts, has announced their 19th Annual Fashion + Design Conference will be held N...

Readmore

Andie Weinman sparkles in the City of Gold

8 DAYS AGO
Andie Weinman sparkles in the City of Gold

Preferred Jewelers International CEO shares info on PJI and successful American retail strategies in Dubai

The City of Gold was the international backdrop for the Gemological Science International (GSI) presentation on ‘The Successful American Retail Strategies’ during DMCC Dubai on September 12, 201...

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Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

17 DAYS AGO
Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, who has spent the last 37 years selling jewelry, chains, and charms to retail stores, has announced his retirement. His announcement coincides with his intention to sell JKM Enterprises, parent company of Charms Plus, to interested buyers. His book of business continues to be lucrativ...

Readmore

Patrick Retzer joins the Color Merchants/Brevani family as V.P. of Sales

22 DAYS AGO
Patrick Retzer joins the Color Merchants/Brevani family as V.P. of Sales

(NEW YORK) - Brevani, the branded division of Color Merchants Inc. has announced they’ll be bringing on industry veteran Patrick Retzer to head up their sales division and oversee the brands direction.

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Merit Diamond introduces MFIT®

1 DAY AGO
Merit Diamond introduces MFIT®

Innovative men’s wedding bands designed with maximum comfort in mind

Merit® Diamond, manufacturers of the popular, luxurious diamond fashion line Sirena®, has developed and tested their supremely comfortable men’s MFIT® wedding band line over the past 5 years. The patented brand provides men with “no...

Readmore

GN Diamond offering free Gemprint on all diamonds

8 DAYS AGO
GN Diamond offering free Gemprint on all diamonds

GN Diamond listens to the common pain points experienced by jewelers on a daily basis. Internet shopping is one of the biggest obstacles expressed by the brick and mortar store. By offering added value and annual savings through Gemprint, jewelers are now armed with a point of distinction against th...

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Furry friends on the job: Loki - Kingsbury Designs & Repairs, Clinton, Mississippi

1 DAY AGO
Furry friends on the job: Loki - Kingsbury Designs & Repairs, Clinton, Mississippi

 

This is Loki. Loki works for David at Kingsbury Designs & Repairs in Clinton, Mississippi. David says Loki was named after the evil brother of Thor, but his customers love him anyway.

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Furry friends on the job: Larry at Douglas Jeweler in Hartford, Wisconsin

8 DAYS AGO
Furry friends on the job: Larry at Douglas Jeweler in Hartford, Wisconsin

Say hello to Larry, the mini golden doodle. Larry loves going to work with his “dad” and “grandpa” at Douglas Jeweler in Hartford, Wisconsin. Larry likes wearing his finest clothes to work and always greets everyone with a tail wag and kisses!

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The Marketing Minute: Trend Spotting

1 DAY AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

 

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The Marketing Minute: Pricing Strategy

8 DAYS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

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Free - The word FREE is one of the 3 most powerful words in advertising and very profitable when used correctly

Even though everyone knows there is NO FREE LUNCH, the word FREE almost always catches our attention. And when used for the correct purpose, almost always helps the marketer increase their sales and profits.

Of course the correct purpose of using the word FREE in marketing is to make a sale at a profit. The profit you need and desire.

If using the word FREE in marketing automatically ensured sales and profits, everyone would be giving away FREE products and services. Plus there is an old rule in marketing saying, “Never give away something you sell, unless you have a surefire plan to make profits doing it.”

I learned that rule the hard way. During a slow sales week in my electronics store I decided to create some excitement and conduct an in-store promotion featuring the giving away of a free 20 inch color television. Everyone entering the store came face to face with a big sign announcing the FREE giveaway. We had plenty of entries and everyone was excited about the prospect of winning a television set. At the end of the week we drew a name and one of our present customers, Bonnie Yost, won the television. We telephoned her to inform her of her good fortune. The next day she arrived in the morning to claim her prize, and as we were loading the television in her car she said, “I sure am glad I won this television. I was going to come in next week and purchase one for my mother.”

I not only did not make any profit, I lost a future sale and profit, because I did not have a plan to make a profit.

So how do you make a profit giving things away? Make sure the giveaway will induce a sale of one of your products and services. For example: In our appliance business we would give an extended warranty, one on only the burners of an electric range, one on only the motor of a washing machine, trash compactor and dishwasher, to induce the prospect to not only purchase the appliance, but also to purchase a larger, full extended warranty on the entire product which increased our net profit 10% to 20%.

In my tire store we gave 4 services away, tire rotation, flat repairs, front end alignment inspection and tire inspection, to get the customer back in our store as often as possible. While we performed the free services we discovered products and services the customer needed and almost always purchased from us.

It was very easy to take customers away from our competition in our video rental business by simply giving Sundays FREE. Rent a movie on Saturday and return it Monday for the cost of only a one day rental. We were not open on Sunday anyway.

For my speaking/sales training business I gain speaking and sales training jobs by being noticed and remembered. By getting myself and my books/CD’s in the prospects hands.

You are my prospect so I am offering you, as a reader of Southern Jewelry News and Mid-America Jewelry News, a FREE copy of my book or CD (reg. $12.99) “99 Of The Greatest Sales Tips Of All Time.”

Go to www.BobJanet.com, click on products or the books at the top of the page, go to the yellow book, “99 Of The Greatest Sales Tips Of All Times.” Use discount code - 99FREE. All you pay is the shipping.

3 things to remember when giving things away FREE

 

  1. Try and find items/services that you do not sell to give away, but they must relate to the products and services you sell. Do not give away pens if you do not sell something related to the pen or its use. Only give away coffee cups if you sell coffee or water or something the recipient can put in or on the cup.
  2. If you give away a product or service you sell make sure it will cause the recipient to purchase more of your products and services or at least help you be better noticed in the market and remembered.
  3. After you give something away FREE, whether it is your product/service or not, follow up with the prospect in some manner or form. Make sure they see or hear from you or about you.

 

PS: The other two most powerful words in marketing are Sale and Guarantee.

The guaranteed method for increasing business by giving prizes away for a contest/drawing

Almost every business I see having a contest/drawing, no matter what the customer/prospect has to do to enter their name in the drawing, does not take full or even near full advantage of their opportunity to get traffic to their business. They fail because they only give away one to three or even ten prizes. When I run a contest, everyone wins. Especially me. See, there is one grand prize winner, and everyone else wins the runner up-prize. I have been told by retailers and wholesalers that this is genius. It virtually ensures everyone entered in the contest will return to your business, whether it is a brick & mortar business or not. I give away a nice, very highly perceived-value grand prize and everyone else wins a low cost runner-up prize. I have used economy wine, silver plated dishes, low cost clocks, etc. as runner up prizes. One of my favorite suppliers is Morry Dickter & Associates, Inc. 1-800-521-9935.

At the end of the contest you contact the first prize winner and then telephone or send everyone else with this message:

You’re A Winner!

Dear {first name},

Congratulations you’re a winner! You’ve won 2nd prize in our recent drawing. The grand prize went to {winner’s name} and {he/she} was delighted. Sorry, you didn’t win.

But, there is good news! You’ve won the runner-up prize. You’ve won a {free service or discount on product/service}. You’ll really enjoy {service/product} because it... {explain benefits}.

To claim your prize just come in the store (contact the business) anytime between {your hours} and before the end of {month}.

Thanks for entering our contest and we look forward to seeing you soon.

Sincerely,

{Your Name}

P.S. You’ve got to hurry. If you don’t claim your {free service/discount} by {date} it will be awarded to the next runner-up. So don’t wait, bring this letter in today. (contact us today).

Note: This is sent to everyone who enters a contest you put on (except the grand prize winner). Running a contest is a great way to add names to your mailing list plus generate a lot more business by using this letter. Lots of people try contests but they forget to harness the most important information they’ve gathered - the names!

Giving your products and services away FREE works if you have a surefire plan to make profits doing it.

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.">This email address is being protected from spambots. You need JavaScript enabled to view it..


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