[Jewelry making - Article 00777] - Re: [Orchid] Should prices be visible?

[Neilthejeweler]

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>     Unfortunately, many of us do NOT have this type of clientele! We
>     compete with Walmart, Zales, Jared, Costco, Target, eBay, Amazon,
>     QVC, Value City, and countless others, big and small, fancy and
>     junky, each and every day. The majority of the customers that walk
>     through our door are not looking for a 'feel-good' transaction
>     with a fancy song-and-dance sales pitch with a lot of hand-holding,
>     compliments on their excellent taste 

    While I have never been in a Jared's, I have seen their commercials.
    I recall one takes place at a swanky party and the catchphrase is "He
    went to Jared's"(read that as he's a swell guy). They don't make
    mention of price, value or anything similar. They do however try to
    convey that a Jared's shopper shows good taste and did the socially
    correct thing by going there. 

    I view that as selling the experience. Not the price. I don't know
    Jared's level of goods but certainly they are not advertising low
    price. They may indeed have low prices(I dunno first hand) but they
    are marketing a carriage trade image. Call it snobbery if you want,
    upmarket, whatever... 

    Getting to the realities of one's local market....You have to deal
    with what you got. But as you're making sales, why not give some
    thought to the hidden motivators you might perceive as each sale
    unfolds. Is the customers line of thought, "Wow, I got a diamond for
    $100 dollars less. I am such a savvy bargainer" or is it more along
    the lines of, "I can actually get something nice here and I enjoyed
    spending my money"? Both reflect immediate value but which stays in
    the memory longer? Which customer do you want to see again? 

    Obviously one can't just cut out a market segment, but one can try
    to encourage the kind of client who will make you more money. They're
    out there. One needs to attract them. 

    BTW, I love batteries. Builds traffic(some of which do result in new
    sales) and pays my rent. Besides, you need to service your client's
    needs or they go elsewhere and someone else has a shot at converting
    them. If you'd like to get a higher price for batteries without
    having to dodge complaints, guarantee them for year. Its no biggee to
    cough up an occasional free battery. Just score a code on the battery
    when you install it. I've been charging ten bucks for years and
    thinking of going higher. 

    Sorry for running off like that.
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