[Jewelry making - Article 00018] - Re: [Orchid] Going rates for simple repairs

[David Geller]

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>     If I were looking to do trade work again I would take the price
>     list that the store has and use it as a guide to what they would
>     like to pay. From there you can decide if doing their work is
>     profitable for you or not. 

    I disagree. The problem trade shop folks have is EXACTLY the same
    problem I have. 

    Let me boast: I am the repair pricing guru in America. 

    Argue if you like, but I'm the known expert. Whether you like my
    prices or not doesn't matter. I'm it. 

    That said, being so well known, I STILL HAVE A HARD TIME getting
    retailers to even RAISE THEIR OWN prices. "No one will pay" is the
    cry. 

    The cry is incorrect. Its proven with over a 90% closing ratio for
    whatever you ASK. 

    Most folks are too scared to ask. 

    I spend 1 and 2 days in seminars teaching jewelers how to charge. 

    In a RETAIL store repairs ARE NOT price sensitive, they are trust
    sensitive. 

    But... 

    In a TRADE SHOP prices are INDEED price sensitive. A retailer might
    go to another trade shop if the sizing goes up two bucks. 

    But in retail I promise you a typical customer will not go and drive
    to another store for two bucks. Because her two bucks is an "every
    now and then" expense. A Retailers two buck increase is on EVERY
    SIZING JOB FOREVER. He will look else where most times. 

    So what can a TRADE SHOP do? 

    You have to do what I've had to do (in my now sold retail store and
    my now consulting career). 

    YOU HAVE TO MAKE IT EASY FOR THE RETAIL STORE TO CHARGE MORE. 

    Requires to things (this is what I've done in my kit) 

    1. TRAINING for the staff and owner. I did Audio CD's, you could to,
    some tradeshops go into the stores and do occasional sales training.
    I go to stores and do this, they get 50-100% increases from this. 

    2. BIGGEE!! Give the retail store NOT your cost on a list but give
    them RETAIL, in a pretty fashion, nice looking list so the sales
    staff can use it. 

    I'm telling you if STULLER had done WHAT WAS DONE FOR 50 years you
    would all be making less money. What's that you say? 

    Previous to Stuller catalogues had no RETAIL, but a COST booklet.
    YOU decided how much to mark UP. Guilt took over, 

    Matt Stuller gave YOU a 3 time markup. You either discount from that
    or get all of it. 

    Do the same. That's what my book is, a crutch.

David Geller
JewelerProfit
www.JewelerProfit.com
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