Columnists Bill Warren

Bill Warren

Mastering the Art of Upsell for added profits

Here is a simple principle which, when put to use in your store, will add massive profits and value to your bottom line. Some call it the Upsell while some refer to it as the Add-on, but who cares as long as it works?

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What did you do today to bring in the bacon tomorrow?

The question in the headline is one I ask myself at the end of every business day. It’s one I hope by the end of this column that you’ll start asking yourself. You ...

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The Ready, Fire, Aim Principle

Have you ever wondered why some jewelry stores seem to stay ahead of the crowd while others plod along with the same old results year after year?  Its a question that ha...

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Reflections of a former independent jeweler

As each of us start the year anew, you have probably found yourself reflecting on a great many things. Amazingly, I have reflected on how I have changed over the last cou...

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How being a “character” can help you do business

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How to “Zig” when your competitors “Zag”

Let me ask you a question... have you ever noticed how it seems that every jewelry store in your area seems to say the same thing in describing their store? You’ll see...

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My Secret Weapon That Spells Success

If I had to start my jewelry business over tomorrow and could only keep one asset from my prior business, what do you think it would be?  What is the one most important ...

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Would you rather win awards or make money?

Let me ask you a question.  Have you noticed how so many businesses seem more concerned with winning awards and filling their ads with pretty graphics?  Hey, I thought ...

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Advertising: Brand vs. Direct Response

In this corner we have “Brand Advertising” - in the opposite corner stands “Direct Response Advertising” - Who wins the battle?

First, lets define our two combatan...

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