Columnists

Columnists

Applied Marketing 101: The extraordinary power of Gift-with-Purchase offers

As I write this, I’m flying east from LAX after an exceptionally successful Leading Jewelers Guild trade show, en route to the RJO Show in Cincinnati. We added over forty Rhythm of Love (ROL) doors in just two days at Leading, as retailers who had become aware of the impending advertising onslaught of the new patented vibrating diamond mounting flocked to our booth, apparently selecting us because of the comprehensive marketing support platform that we have developed for ROL. What wonderful confirmation of the fact that once again, when all other factors are roughly equal, it’s the strength of the marketing tools that gets the sale. What fun!

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The Retailer’s Perspective: But... what if the customer IS wrong?

Seriously.   What if the person standing across the counter from you is clearly making a huge mistake?  

Yea, yea, I know the saying, ‘The customer is always righ...

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The Story Behind the Stone: Coming up green

The Story Behind the Stone: Coming up green

Color trends forecaster Pantone Color Institute proclaimed 2013 to be the year of a verdant lush green called Emerald Radiant. Look for the vibrant hue to influence purch...

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The Be-Back Bus isn’t coming back

Last month we started to discuss the process of handling objections. Objections should be recognized when a customer says something like, “I need to think it over,” ...

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Aging inventory - Tired store

Aging inventories can burden even the most prosperous store.   Merchandise that doesn’t sell must be insured. There are also storage costs, taxes and the fact that y...

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Think carefully before purchasing that next inventory item

By the time you read this we will be getting into the second half of the calendar year and on the downhill run towards December. Many of you will be starting to think abo...

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24 Karat Corner - News and Views from the 24 Karat Club Southeastern U.S. What in the world is a “cashier’s” check?

My nephew is a bright kid.   He can type over 100 words a minute just by using his thumbs!   And, he often calls me for advice.   Yesterday, he called me with an...

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Are you in the zone?

Elite athletes often describe clicking into a zone - such as a runner’s high - where they’re operating at peak performance. In this heightened state of intense focus ...

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Modern Day Selling: Fishing for Sales article 3: Are you using the right equipment?

In last month’s article we discussed the importance of finding the right location, or hot spot, when it comes to fishing and sales. As we move forward this month I am g...

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Elisa Ilana’s new Beneath the Moon Collection

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