Remember This Or Your Business Will Die!

A good friend and mentor of mine, Jim Ackerman of Ascend Marketing taught me something many years ago that I wish to share with you and that is...

There are only 3 ways to grow any business!

1. Get More Customers
2. Get Those Customers To Spend More Money
3. Get Those Customers To Spend More Often

Yes, as a business, we do need new customers everyday so thats where the "Getting More Customers" comes in.  But it is equally important to get your new and existing customers to spend more money, more often!

How do you do that?  You get them to spend more money by what some would call "Add Ons or Bump Ups".  Its very important to have a list of things you can add on to each sale, value added offers, or counter specials to which you can increase the amount of each sale.  Now, lets talk about getting your customers to spend more often.

How do you do that?  By sending them special timed offers on a regular basis to get them back in your store more frequently.  Too many business owners are simply waiting around for their customers to come to them but they're not giving those customers a good reason to do so!  Make a phone call, let them know about a new line you've received, send them a coupon, send them a gift certificate for their birthday or anniversary.  Most importantly, just do something!!  Those who are waiting to do business will be waiting simply to go out of business!

Truly Yours,

Bill Warren

828-729-1020

www.warrenmarketing.blogspot.com 

goldman86@bellsouth.net

goldman86@bellsouth.net

A Word From Your Sales Prevention Department

I'll bet you didn't realize that most retailers truly have a "Sales Prevention Department" did you?  Yes, its true my friends, many of you are staking a claim there almost daily or at least some of your employees are!

Hear me out ok?  Whenever we let the telephone ring for too long...we're a part of this department.  Whenever we don't return our calls promptly, yes, we're visiting this department.  

Every person in your organization is also a part of your marketing team.  Regardless if they actually sell or if they're a bookkeeper...how they present themselves, handle clients or your product speaks "Marketing" or lack there of to everyone!!!

Please make sure you and your employees are not taking a "Carefree" attitude of your business and pay attention to how customers might perceive your business.  Please don't be a part of the "Sales Prevention Department!"

Success,

Bill Warren

Warren Marketing Systems

828-729-1020

www.warrenmarketing.blogspot.com 

Reach Out And Touch Someone..Namely Your Customer

While going through my mail recently, I noticed several mail order catalogs.  What made me notice them was that I had just received a catalog from the same company less than 2-3 weeks before.  So whats special about that?  Ok...I'll tell you...but first, let me ask you a question!

How many times per year are you making contact with your regular customer list? (I assume you do have one...you do, don't you?)  Many jewelers I've talked with said they may do a mailing or send a card maybe once or twice per year.  WRONG!!!!  Many associations and experts and myself say you should be reaching out and touching your customer list or some portion of it at least 6 times per year or more!

Now to talk about the first paragraph....the reason Land's End and multiple other mail order companies send you a catalog 12-15 times per year is simple...it works!!  Another thing they do is test & track each and every promotion/catalog/mail order piece they send for its effectiveness! 

There is much to be learned from the "BIG BOYS".  I know that our smaller businesses may not have the marketing budget of a large mail order retailer, but there is no reason we can't and no reason we shouldn't be sending our best customers something multiple times per year.

Please understand me here, it doesn't have to be a catalog, it could be a phone call by your sales force, an email with a store special or coupon, or your latest flyer.  It keeps you in front of them...you know what is said about "Out of sight, out of mind"?

Start today friends and put this philosphy to work in your business...it pays big dividends!

Sincerely,

Bill Warren
Warren Marketing Systems

P.S. - no greater authority than Instore Jewelers magazine recently said that Direct Mail is the "Best Form" of marketing by your store...you can take it to the bank!

Scrap Gold Promotions Revisited

Yes, I realize I’ve written about SCRAP GOLD before, but I felt the need to revisit this for one reason….too many jewelers are overlooking obvious “Golden Opportunites!” As gold & silver prices rise, I continue to see folks bringing in their scrap gold. However, could you have been overlooking an untapped market in our friends the “Latinos”?

After securing an all spanish speaking mailing list (I got this from James Porte of Porte Marketing Group), I mailed a postcard which was written in Spanish with special offers of buying their gold. At first, I was a little worried because nothing happened for about a week...but then...wow! Not only did one Mexican family come in, but they spread the word to several. It also seemed that they were grateful that our store had “Noticed Them!”
As we have many latino groups in our area such as: Mexicans, Columbians, Cubans, Brazilians...these folks often feel like they are not accepted or noticed. Think about this: You may be the only jeweler in your area that serves this niche’ market! It can also be a very profitable market!!!

An amazing thing I’ve noticed...this ethnic group seems to prefer cash, they often pay for things with only cash and don’t think because they are selling their scrap gold that they don’t have money! They are some of the most thrifty shoppers anywhere and we shouldn’t be turning our noses down to them.

Think about it and put this idea to work in your store!

Until next time,

Bill Warren

Do You Need A Checkup From The Neckup?

The headline above is one of my favorite quotes from motivational speaker Zig Ziglar and it is even more relevant (in this time of recession) than ever! Have you discovered as I have that most folks including ourselves really have the kind of day we have based on how we believe and react to stimuli going on around us? If you stumped your toe as you got out of bed this morning, did the rest of the day seem to follow suit? On those great days when everything goes perfect, did you seem to go from one success to another? So the big question is...How’s your attitude?


On my way to work this morning I stopped at my favorite local convenience store and overheard an interesting conversation. A local real estate agent was talking to the store owner and they both had that depressed look about them and you could just feel the “Doom & Gloom” as you entered the store. Then one of them asked me, “How’s your business doing? Bet yours is off like ours is! I simply replied to their amazement that while the business climate may be tough, I’ve actually had the biggest month of August that I’ve ever had!! After they picked their jaws off the floor I proceed to tell them that we are often victims of our own attitudes and under the influence of those who we hang around. Now I wasn’t trying to be mean to these guys, but I really wanted them to understand that “If it is to be...its up to me!”

Your employees are looking to you for encouragement and if you come to work with a defeated attitude before the day begins, how do you expect to encourage someone else or even more importantly...how do you expect them to be excited about selling your product? Yes, it may be tough out there, but even during the “Great Depression”, there was businesses and people who were successful.

Customers can even pick up on a jewelry store’s overall attitude when they walk in the door. How do you think they feel when ‘ole sad Sally tries to help them? Don’t you think that you owe it to yourself, your employees and your customers to keep your thinking out of the gutter?

Now back to my convenience store friends…They asked how I could be having the best month of August ever so I told them! You simply have to seek business from those who are less effected by the economy. Go after corporate business such as I have with logo watches and take extra good care of the “TOP 20% of Customers” that you have. Make them extra special offers or after hour sales...these are the folks who can still afford to buy what we jewelers have!

But other’s say, “How can you do business when most people are cutting back on frivolous spending?” Engagements are still happening everyday as are birthdays and anniversaries. Shouldn’t you be getting your fair share of that business? I am and will continue to do so and despite the economy we’ve grown...so can you!!!

So I Challenge You! As you look at that person in the mirror each morning...give yourself a checkup from the neckup! Be proactive and start your day in climbing gear, not neutral!!!

Success,

Bill Warren
Warren Marketing Systems
828-729-1020
hidden69@charter.net

You're In The Theater Called "Your Business"..

LIGHTS, CAMERA, ACTION!!!  Ok..that may have been a bit dramatic, but it got you thinking!  Each of us who own or work in a business must realize that we are "On Stage" at all times!  When you open your doors in the morning, it really is time to "Play The Part"...the part of a successful business owner or manager!

First of all, when you look in the mirror in the morning...wouldn't you rather look at someone you believe to be a success?  Hey, even if you're not so successful, go ahead a declare your success...you won't be lying, you're just telling the truth in advance is all!  If you don't feel successful about your biz, how do you expect anyone else to?

Second, your employees are counting on you "Being Up & Enthused"!  As a leader of your store, you are on the stage of business and a bit of excitement helps here...no sad faces, no down voice....set the tone and pace for you and your employees!

Third and maybe most important, your customers aren't looking for a limp noodle...they're expecting excitement, enthusiasm about yourself, your products and most importantly them!!!

So when you go to work tomorrow, remember this very basic message today...you really are on the stage....what kind of performance will you give?  Will it be a memorable or forgettable one?

Success,

Bill Warren
Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
828-729-1020

ANNOYING PEST OR WELCOMED GUEST?

Annoying pest or welcomed guest?  That really is the question!  This was part of a column by Dan Kennedy and I believe he really made a point with it.  Let me ask you...how many times do you receive mail from retailers only to throw it away thinking, "How dare that company send me such junk?"

The headline didn't catch you and there probably wasn't an offer to entice you into the store either.  Their mail didn't stand out in any way, shape or form from all of the other junk mail each of us receive daily.  Here we have the paradigm of being the "Annoying Pest" instead of being a "Welcomed Guest".

How do you become the welcomed guest with your marketing?  First of all by crafting pieces that stand out with a headline that screams "Look At Me!" followed by a very enticing offer.  It constantly amazes me at the professional jewelry store's I see who simply haven't learned how to write an ad/billboard/direct mail piece that can predictably draw customers in their door.

There is one simple truth, and that is when you make your bank deposit at the end of the business day...does your banker look at you and say, "Wow, you toiled long and hard to get this, you've worked all these years and now you're able to make this deposit."  They don't care if you worked a year or a day, the bank deposit still goes in and all that's looked at is the amount.  It doesn't matter how hard you work to make those deposits...what does matter is how "Smart You Work"! 

One last thought...for years I struggled as a goldsmith, watchmaker, gemologist, appraiser along with being a jewelry store owner.  I started down the road to success with my business when I made the shift from being a jeweler to becoming a "Marketer of Jewelry & Related Services."  As a business owner, the most important thing you should concentrate on is the marketing for your store.  It truly is the engine that drives everything else around you!

'Til Next Time,

Bill Warren
Warren Marketing Systems
www.warrenmarketing.blogspot.com
828-729-1020
goldman86@bellsouth.net

P.S. - the second edition of my "Marketing Newsletter for Jewelers" is being mailed out to many successful jewelers as well as those who "Will Be Successful".  Wouldn't you like hot tips coming to you via this newsletter and keeping you in front of the pack?

P.P.S - this newsletter contains some of the most powerful moneymaking ideas I've ever divulged and those I've not shared with anyone...give me a call today at 828-729-1020 to sign up or email me at goldman86@bellsouth.net for more info.