Let me ask you a question. How would you like to do a promotion that brings instant “Goodwill” to your store from clients? Did I mention that it is also very profitable not only in “Goodwill,” but gross profit as well? Did I also mention that it costs very little to do?
Like me, I’d bet you’ve been to all kinds of jewelry shows and noticed all of the gemstone vendors. During a visit with one of these vendors, I noticed a lot of odd shaped large gemstones such as blue topaz, garnet, amethyst, etc. that were really cool looking and cost very little per carat. On a whim, I purchased 25 of these unique gems to bring home.
With a total expenditure on these gems of around $200, I sat wondering why I even did this, and more importantly, what was I going to do with them? Then it hit me like a bolt of lightning out of the blue - why not give these unique and beautiful gemstones to some of my favorite clients as a way of saying “Thank You” for all their years of business?
Here’s how I approached it. First I picked 25 of my best clients to send these “Unique Gems” to. Then I crafted a letter letting these folks know that on a recent visit to a jewelry show, I saw these gemstones and it made me think of them. So I picked one up just for them and sent it free of charge as my way of saying “Thanks!”
Another piece of the puzzle is that I sent this as priority mail and made the package look “lumpy” so it would arouse curiosity - which it did! My clients immediately called thanking me for sending these pretty gemstones to them. Even though at that time I didn’t ask if they wanted them set in a mounting, many of them requested us to do so!
The unintended but cool outcome of this was these gems were not calibrated sizes so it required a special mounting be made for them or that they be wire wrapped. Either way, this resulted in multiple custom jobs with superb gross profit! Better yet, the clients still were amazed that we would send them something nice like this and thank me to this day!
Lastly, the whole promotion might have cost my store $325 to do, but resulted in many great sales and earned much goodwill! Over the years, I’ve repeated this promotion to as many as 75 clients at a time and it never fails to perform in an admiral manner. Best of all, this is a lot of fun and I’d just bet your competitors would never think of doing it!
Thanks for all your calls and e-mails. I truly love hearing from each of our readers. It is my hope that I can encourage others, whether in big cities or small towns like ours, to know that it is totally possible to be successful despite today’s economy - you simply have to make up your mind to do it and do the things others will not. Good luck and God bless you.
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