To Bring Them In

0900631b8119f2bfM Glen pointed an interesting post out to me the other day. Glen’s point is that employees often miss the “big picture” of what a business is trying to do and the goals they’re trying to achieve.

As a new jeweler, Glen was frustrated by selling the relatively inexpensive (and annoying to sell) class rings as well as cheaper gold jewelry. Everyone in the store wanted to sell diamonds, but didn’t realize it was cheaper things like the gold jewelry and class rings that got people in the door. Teenagers brought in their parents, who were far more likely to buy expensive jewelry. That’s where the money was.

Another thing to keep in mind is the fact that even a small sale can generate positive word of mouth. The customer coming in to purchase the inexpensive jewelry can tell just as many people about his or her positive experience as a person who bought expensive diamond jewelry. And the potential customers that the original buyer tells about the great jewelry store? They could come in and buy diamond jewelry. So, the first sale might have been relatively small, but that can easily translate into something much bigger.

Plenty of other businesses can do this. As long as you are still able to turn a profit on those less expensive products, chances are, you’ll do fine. You may not make as much money, but if you are doing a great job, you will get plenty of referrals and other business as a result of it. A lot of companies lose money on “bring them in” products, but that is a bit more risky.

Be sure to treat customers buying the cheaper products just as well as you treat the other customers. If you aren’t nice to these customers, they won’t have a great experience. And if these customers aren’t having a great customer service experience, they aren’t going to come back and won’t tell their friends.

Think about things you can sell or offer that can bring customers in. If you ensure that customer’s experience is a great one, there is a very good chance they will be back.

One Response to “To Bring Them In”

  1. PaulSweeney said:

    Nov 29, 07 at 5:15 am

    Exactly this point is made in Philip Roths novel “Everyman” (thought to be an instant classic). The main character is the son of a jeweler, and he sold the “cheap rings” not only to bring people in, but to build local good will, and local relationships. Interesting.