[Jewelry making - Article 00159] - Re: [Orchid] A Jewelry Buyer's Guide

[Jewelers Gallery]

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Retail Orchidians,

    		We educate our customers while we are showing them what they 
are
    interested in looking at. It is personal and directly related to
    what they are considering purchasing. 	 		

    We, as a society,seem to be inundated with information and
    advertizing nowadays, I think it is overwhelming to add to it with
    another piece of paper that someone has to read, and read the part
    that applies to them at the moment. There are brochures I have seen
    about how to buy a diamond that I think are good, and someone else's
    sales tool helped me when the customer knew that I knew what I was
    talking when I explained the same thing to them that was in the
    brochure they had from another jeweler. I am not saying not to do a
    brochure, I think it should be secondary to your personal attention.	
    		 
    When you are talking to your customer, it is a natural process to
    converse with them and establish a rapport by giving them
    information about what they show interest in. They also recognize
    that you are taking time with them, and my customers recognize that
    and thank us for spending time with them. 

    	Some of our time spent doing this is for a $10 silver chain, or
    some other small sale. Sometimes it is very frustrating when I have
    an important job to finish and I keep getting interrupted for
    seemingly small inconsequential sales. Myself and my staff have to be
    very patient and then go in the back and vent after they have left.	 

    	The word of mouth advertizing over the years has built us a loyal
    following and high volume of repeat business. How about one woman
    who comes in every Tueday for literally months and spends $200-300
    each time, and there are multiple "addicted" customers. 

    	Knowledge, skill and as much patience as I could muster regardless
    of how I felt has make my business a point of destination.
    					Richard in Denver 


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