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Last updateWed, 18 Oct 2017 12am

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Applied Marketing 101: December 2014 Forecast

As I write this, I’m seated in the Royal Hawaiian Hotel’s Surf Kanai Room at sunrise, having breakfast overlooking Waikiki Beach. It is an almost unimaginably pretty spot, and I can’t help but reflect on the celebrities, politicians, and merchant princes who must have sat in this very chair surveying this beautiful scene in days gone by. I am struck not only by the brilliance of the rising sun, but also the palpable afterglow of last night’s extraordinary Republican triumph, for today is Wednesday, November 5, 2014. So it’s a brand new day, not only for Hawaii, but for a new Republican controlled Senate.

The weekly One-on-One

The secret to any great relationship is, without a doubt, communication. That is especially true in hiring, training and retaining great salespeople. I believe that every jewelry store’s sales manager should conduct a weekly, sit down, documented One-on-One conversation with each staff member. The One-on-One is a great way to communicate with staff members. In turn every sales manager should have a One-on-One with their supervisor as well. Whether that person is the owner or the district manager, everyone wants and needs open communication with their direct supervisor.

The Best Policy: Vaulting mistakes - Building a vault the “Wright” way

The basics: safe vs. vault.

A safe is a securely constructed box of a size which could be anything from that of a mailbox to a double refrigerator.  Typical UL ratings for safes are TL-15, TL-30, TRTL-30, TL-15x6, and TRTL 30x6.  Underwriters Laboratories rates burglary resistance of safes in terms of minutes, not hours.

A vault is a room of securely constructed walls, ceiling, and floor in combination with a burglary-rated door. The UL ratings for vaults and vault doors are (ascending order) Class M, Class I, Class 2 (II), and Class 3 (III).  Be aware that there are vault-appearing doors with combination locks which are rated for fire protection, intended primarily for document storage.

The Best Policy: The Burglary Next Door and the wisdom of safe placement

Jeweler Perry Reeba had two good safes for his level of inventory - they were not the highest rated safes by any means, but they met his insurance company’s requirements for a store with his amount of inventory.  Both safes were described by the manufacturer as a “UL TL 30.”   Perry could have bought a single, higher rated safe, but he had reasoned that the two lesser-rated safes would cost about the same or less, and he would have the advantage of being able to split his merchandise into two containers. 

The Best Policy: The Tiger Waits - Focus on the recent increase in jeweler-at-home attacks

der Wright and Diamonds” jewelry store, did not know that he had been targeted as the next victim of a gang of professional jewelry thieves.

The baddies already knew a great deal about Alex - and his family. They had been watching his store for three days. To begin with, two of the gang, pretending to be man and wife, had gone into the store ostensibly to shop for a diamond bracelet, which they bought, and in the process they met Alex face-to-face, discovered him to be very friendly, and chatted him up a bit.

The Best Policy: How good is your alarm system?

A layman’s explanation of Line Security

You are a parent and your daughter is about to leave on her first long-distance driving trip.  You’ve given your permission and you know she is a good driver; still you are apprehensive because she must make the drive overnight and alone.

Your daughter will have her cell phone with her and she promises that if she has any trouble at all on the long drive she will not hesitate to call you; and also that she will call you as soon as she arrives at her destination.

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