Prospecting For Gold

We talk to all kinds of jewelers: small independents, regional and national chains, promotional operators, guild and department stores. As varied as their opinions are on everything from advertising to assortments, they are of one mind about one important fact: doing business today is more of a challenge than ever. More and stiffer competition as well as changing values and buying habits have caused smart jewelers to proactively revisit every aspect of their businesses, making sure they maximize every sales opportunity. Of course, the most successful companies in our industry employ the finest sales associates, and the finest sales associates know their work doesn’t begin and end when they enter and leave the store. Creating traffic and driving sales today involves a three-step process that begins not behind the jewelry counter, but in places such as in the front of the deli counte
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