Shanu Singh Guliani

Fresh Ideas
February 15, 2007

Every business needs a constant flow of new ideas in order to survive and thrive in today’s demanding market. Without a continuing supply of fresh ideas for working smarter, faster, cheaper or more efficiently, no organization can maintain an edge over its competitors. With that said, here are 6 ideas to better your business.

1. Be Tech Savvy. Our industry is always being accused of being too traditional, so jump in and get with the gadgets. You know that half the customers that walk in your store have an internet printout in hand…cater to them. Create a computer kiosk where customers who are waiting can browse your site for innovative designs and your competitors…who knows, you might get to custom design the ring they’ve had such a hard time explaining and are too weary to buy online.
2. Let Them Have The Loupe. Every customer that walks in my door asks, “Do you have that handheld magnifier?” Here’s an opportunity just knocking at your door, “Yes, we sure do and may I show you how to use it and what to look for in the diamond.” Your customer will get a kick out of being able to identify a “birthmark” in the stone…they’ll feel like they know more and now have the power to buy. When they leave, be sure to give them a loupe with their purchase. If they don’t purchase, give it away anyway. They are cheap…we all know it and you can even get your store’s name engraved on them, to remind your customers to come back when their ready.
3. Add To The Emotional Purchase. Help to celebrate a customer’s diamond purchase. If the couple is present at the time of pick-up, bring out a few glasses of champagne on a silver platter and toast to their newfound love.
4. Contribute To The Community. It’s never too late to find a charity that your store wishes to be apart of. Find an appealing cause that satisfies you and your customers. You’ll enjoy increased sales, the charity will get some funding, the media might promote it, and your customers will feel good that they too contributed.
5. Don’t Forget About Your Neighbor. Splitting advertising and promotion costs with neighbors that sell complementary goods can help to save money by using joint mailing lists and in-turn double your traffic.
6. Make Your Business Card Your Number One Advertisement. Tack a business card to a bulletin board. Leave a card with a tip at a restaurant. Place one inside a greeting card. Add a card to any letter you send. Attach a card to any package you send. Use cards as a free give away or coupon of some sort. Include the code to a password-protected page on your web site and offer a discount or a free-gift to anyone who checks it out and types in the promotion code.
   Got any other ideas?

Posted by Shanu Singh Guliani on February 15, 2007 | Comments (1)