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Last updateThu, 17 May 2018 7am

Bill Warren

Hey vendors, here’s what we’re looking for - Part II

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Some time ago I wrote a column about vendors policies and how they might better work with jewelry store owners (http://www.southernjewelrynews.com/columnists/bill-warren/3417-hey-vendor-don-t-forget-we-re-the-customers-here). I got lots of great feedback from that article so here is a continuation of it.


How efficient is your jewelry store?

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Sometime ago I was delivering a seminar to a state jeweler’s association when I struck up a conversation with one of the attending jewelers afterward. He told me how much he enjoyed my seminar on marketing for jewelers but wanted to ask a few questions.

Why I joined a buying group. Should you?

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For years I often wondered whether it was really worth my time to join one of the buying groups that all of us so often read about in the trade journals. My wife and I had a successful store, now in its 23rd year, and we’d made it just fine without being part of one. However, I did notice several of my fellow jewelers and friends becoming part of one of the “O’s” as I call it so I decided to investigate as to why.

Want to make a withdrawal? You’ve first got to make the deposit!

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Let me ask you a question. How many times have you said to yourself, “I sure wish we were doing more business and that we had more clients coming in the door”? Answer - I’m sure all of us have thought this very thing! Let us take a look at a simple analogy…

Hey vendor - don’t forget, we’re the customers here

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WarrenFor some time now there has been quite a bit of talk among retailers about how a great many of our vendors seem to have forgotten who their customer is!  Even more importantly, it seems like we retailers are being dictated to in such a manner that 15 years ago would have never been thought possible. What am I referring to? Simple - vendors seem to think they can dictate how we buy from them, how much we buy, when we will buy, how we market the product, when we’ll market the product and the cycle just goes on and on and on!

How to squeeze everything you can out of everything you’ve got

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Many years ago as a kid I went on a road trip with my father who was a long haul truck driver. While traveling up Interstate 40 at a pretty good clip of speed, I noticed an older, compact foreign car pull out in the lane to pass us. This seemed quite remarkable to my young mind at the time because my father in his big rig was already doing well over 80 miles per hour! 

How to find the “Place of Power” in your market

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How does one come to find their own place of power in the jewelry market they serve? It isn’t such an easy question and many factors must be considered. I struggled with this very question for a long time until I finally reached the answer for my store.

A few questions you might ask yourself in determining where your place of power could be:

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