[Jewelry making - Article 00059] - [Orchid] [Biztalk] Success in business

[Galarneau's]

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    Alll, Many of you have responded to me about co-ops and other
    methods of sales. I have not responded to all of  you because my
    business has become very successful.  I am selling my products as
    fast as I can produce them. This accomplishment has come from an
    in-depth analysis of my business.  Last December I went through all
    my customer account records, show records, internet records, and
    advertising records of sales.  My business has about 20 years of
    records.  We analyzed for who was our customer base, categorized
    customers into groups, analyzed how much profit each category of
    customer yielded, and analyzed how much time was spent on each
    customer category. >From this we eliminated wasted time on customer
    categories that were not generating income.  The first to go was the
    category of independent jewelry stores, second to go was the category
    of  large chain jewelers, third to go was the category of large well
    known designers.  I found that my largest customer base was smaller
    designers and people in the general public that had a knowledge of
    gemstones.  I did keep my two largest designer accounts after I
    explained to them that I would only sell them stones that I had
    already designed and that I would offer them new parcels of stones
    first.  I stopped all repair work, commission work, and trades of
    work for my products.  My wife became the Internet operator and I
    stuck straight to production and some promotion.  We priced our
    products to make a profit and sell.  For the last three months it has
    been a struggle to keep up with production.  You want success.  Go
    straight to your customers, eliminate wasted time on customers that
    do not buy, and price your items to sell.. The biggest draw back to
    my success was the middleman. I am now well back in  the business. 
    We just came back from a buying trip to California where we purchased
    about 300 pounds of cabbing rock.  At Tucson I bought for recutting 
    top color 20 morganites, 50 top color heliodors, one nice yellow
    corundum, and about 20 other stones.  I also bought 500 grams of
    facetting grade Madagascar fancy corundum and about 300 grams of very
    blue facetting grade beryl from Madagascar.  My suppliers are all
    happy I am successful, I am happy, and so are my customers.   
    Success awaits you to if you go get it. 

Gerry Galarneau

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