Profile Customers and Potential Customers

Today more than ever, the goal of a sales presentation isn't simply to make a sale. The goal has to be to develop relationships with customers. I'm talking about the kind of relationship in which the customer wouldn't even think about buying jewelry from anybody but you. It has been written that as much as 70 percent of a jewelry store's volume comes from 30 percent of its customer base. While those numbers may not be perfectly precise, I believe that the basic premise underlying them is true. What hasn't been published is that the average store is losing roughly 30 percent of its customer base on an annual basis. Where are those customers going? Perhaps they move out of the area, maybe they've had a change in economic conditions and can't afford to buy jewelry anymore, or maybe they're going to your competition. Perhaps they've reached an age at which they're giving their jewelry aw
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