Customer Contact in the Information Age

Build tomorrow’s sales on what you know about today’s buyersThere are two things you must do with every jewelry customer. The first one is easy—sell something. The second, however, is neglected by a surprising number of jewelers, not only in the way they handle the prospects walking through their door, but in the strategies that shape their marketing.It’s the very thing that has turned companies such as Amazon, Skype, and Facebook into such valuable assets, even though they may not be making a profit relative to their value (or any profit at all).We’re referring, of course, to the contact information you should be capturing for all of your customers. This list containing all of your customers’ key data represents all future sales.Look carefully for every chance you have to grow your list. If you can’t make a sale, at least get the person’s name. Give potential buyers who

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