[Jewelry making - Article 00307] - Re: [Orchid] Pricing according to Geller's book

[Gene Rozewski]

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Hi Susannah

    Let me begin by saying that I believe that David Geller's philosophy
    is absolutely correct. Jewelers should be able to charge reasonable
    prices for QUALITY work. In a world where people pay $4-$5 for a cup
    of coffee and pay their auto technician $80/hour, why on earth would
    a trade shop or store charge a ridiculously low price to size a ring
    or set a stone, which requires quite a bit of skill and talent? Why,
    because most people don't want to hear that one little word...NO. So
    to avoid hearing that word, they figure the EASIEST way to get the
    sale or job is to cut the price. Always worried if that job will go
    to the competition, they will cut their profit to the bare minimum or
    less. But as my Dad once told me, selling something (whether a
    product or service) without a profit is like eating soup with a fork.
    You keep busy but you're still hungry. 

    I do have to add, however, that quality and presentation can add a
    lot of perceived value, whether at a trade shop or retail level. Is
    the work really top quality? No seams, nicely polished, CLEAN, tight
    and done complete. Nicely wrapped in tissue or poly-bagged instead of
    just tossed in the envelope? Invoice neat and legible? Don't get mad
    because most of you probably do these things, but I'm sure there are
    some that don't and that creates a perception of cheapness and shoddy
    work, whether its true or not. 

    And those people that will complain and try to beat that extra $.50
    per job out of you, do you really need them? One of the hardest
    lessons I learned was that there are customers you don't need or
    want. It went against my nature of trying to get every sale and job.
    But I finally realized that not all business relationships are always
    a good fit. 

Gene Rozewski
R-Findings
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