Sometime ago, I wrote an article about how I developed the character/persona of Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing). This dual personality (if you will) has helped market my business to my jewelry store’s clients as well as cultivating marketing clients for my speaking business. I’m often bombarded locally with comments like, “Hey Doc, what are you prescribing today, a 1 carat diamond ring for my girlfriend?” At industry events, many jewelers often ask marketing questions of me and then say, “Thanks Doc.” This has become a source of great amusement and pleasure to me and my staff.
Perhaps what you don’t know is, we have more than one “character” here in our jewelry store. That other character is none other than Danny “The Redneck Jeweler” Wilson. Danny came to work with us almost a decade ago and he and I grew up together as friends.
Before entering the jewelry business, Danny was a tour & fishing guide to such folks as George Shin, Bob Timberlake, Gaylord Perry and many other celebrities. His easy going manner and slow southern drawl make him a wonderful sales associate to folks in our area. If you look at his picture you’ll notice he has a striking resemblance to the TV personality Guy Fieri of “Diners, Drive-Ins and Dives.”
You’re probably wondering how Danny got the name “The Redneck Jeweler” in our area, so here’s the story. One morning Danny was getting out of his four wheel drive pick up truck (that’s taller than most single story homes) in his suit in preparation for a major event at our store. He notices a gentleman close by getting out of his Mercedes Benz who then locks his car with his remote control which emits a familiar “beep beep” alarm sound. The multi-talented Danny has a marvelous talent of throwing his voice, and he mimicked the sound of this alarm once he closed the door on his 1976 Ford pickup. The gentlemen with the Mercedes then says, “You’ve gotta be kidding me… an alarm and a remote on that old truck? You really are a “Redneck Jeweler.”’ Needless to say, Danny’s new moniker has stuck!
Over the years, the folks in our small, western NC foothills town have come to love “The Redneck Jeweler.” His ability to connect with rural people is unparalleled. Down home wit combined with an almost supernatural story telling ability make him a very sought after salesman and yes, he probably closes more big diamond sales than just about anyone in our area.
Maybe you’re thinking, “This is absolutely crazy. I’d never do something like that in my store!” My reply to you would be, “Why not?” What are you doing to stand out in a crowded marketplace? Have you allowed your employees’ natural personalities to shine thru or have you made them conform to a rigid in store persona? Perhaps it’s time to take a look at your operation and how you do business within your four walls. People love to shop with someone who is fun and entertaining – not dull or boring.
So let me ask you a question… what do you think would happen if you were to turn up the voltage meter in your store and let yourself and your employees’ true personalities shine thru? Why, I’ll bet you’d have a lot more fun day to day, and I’d also wager you’d make more sales in your area.
Being memorable is a wonderful quality for any sales associate and one that I encourage. We store owners spend so much time and money on things such as business cards and newspaper ads to have “Top of Mind Awareness” in our area. Yet, we overlook one of our most valuable assets, our employees and how they themselves can be much more memorable than any boring business card!
So, what is my prescription for you today? Meditate on this article and think about how you could apply this in your store!
Until Next Time,
Dr. Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)
Bill Warren is president of The Gold Mine Fine Jewelry & Gifts, Inc., a successful jewelry store in the Hudson, NC. He recently formed Warren Marketing Systems, a company dedicated to helping small to medium size jewelers achieve success through innovative marketing. He regularly speaks at jewelry shows and conventions and also is a member of the Marketing Wizards Alliance. If you would like to receive more money making ideas like those in this article, consider subscribing to the Marketing Wizards Alliance Newsletter. To do so or to contact Bill, call 828-729-1020 or e-mail firstname.lastname@example.org.