Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Jeweler brings Midwest to the Southwest
    Tara Fine Jewelry: Atlanta’s not-so-secret, best-kept secret
    Finding the Big Ones; Zambian Trophies for the Ages
    The Golden Girls of Gemstones
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Education, networking, hospitality featured at Spring Atlanta Jewelry Show
    Designer Brenda Smith announces new Black ’n Gold ’n Diamonds Collection
    JBT-logo-cover
    Richard Katz, Richline Group appointed Chairman of The Jewelers Board of Trade®
    Alan Revere
    AJDC elects Alan Revere as President
  • Podcast
  • Columnists
    Is the customer always right?
    Successful Custom: Stressing the bench jeweler
    The Story Behind the Stone: Diamonds on Pins and Needles
    Jewelry Marketing Survival Guide
    The Story Behind the Stone: Out of the Blue
    What’s Hot Now!: Latest Designer Trends 2023
    A Winning Strategy: How SEO and buying intent can skyrocket your sales
    business people shaking hands
    Networking for small business owners
    Is the customer always right?
    Successful Custom: A Clean Disaster
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
No Result
View All Result
Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Jeweler brings Midwest to the Southwest
    Tara Fine Jewelry: Atlanta’s not-so-secret, best-kept secret
    Finding the Big Ones; Zambian Trophies for the Ages
    The Golden Girls of Gemstones
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Education, networking, hospitality featured at Spring Atlanta Jewelry Show
    Designer Brenda Smith announces new Black ’n Gold ’n Diamonds Collection
    JBT-logo-cover
    Richard Katz, Richline Group appointed Chairman of The Jewelers Board of Trade®
    Alan Revere
    AJDC elects Alan Revere as President
  • Podcast
  • Columnists
    Is the customer always right?
    Successful Custom: Stressing the bench jeweler
    The Story Behind the Stone: Diamonds on Pins and Needles
    Jewelry Marketing Survival Guide
    The Story Behind the Stone: Out of the Blue
    What’s Hot Now!: Latest Designer Trends 2023
    A Winning Strategy: How SEO and buying intent can skyrocket your sales
    business people shaking hands
    Networking for small business owners
    Is the customer always right?
    Successful Custom: A Clean Disaster
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
No Result
View All Result
Southern Jewelry News
No Result
View All Result
Home Columnists

Sales Growth Expert: Stop throwing your marketing/advertising dollars away

Bob Janet by Bob Janet
August 4, 2009
Share on FacebookShare on Twitter
Reading Time: 6 minutes

Two boys went out duck hunting for the first time. They were out in the cold morning for hours, and though ducks were everywhere they hadn’t been able to get even one. Finally, one boy says to the other, “Maybe we ought to give this up.” The other replies, “Naw, let’s give it a while longer.” “C’mon, let’s face it, we just ain’t duck hunters.” “Well, let’s keep trying. Maybe we’re just not throwing the dogs up high enough.”

Are you throwing your marketing & selling dollars around and not hitting any customers?

3 Reasons Sellers Advertise:

  1. Because their competition is advertising
  2. Because the media sales-person tells them they should advertise
  3. The only real reason to advertise – To make sales.

For most of us, even a lot of the big businesses, the days of marketing/advertising for name recognition are over. Every single cent we spend on marketing/advertising must give us a profitable return.

How do you choose where to spend your marketing/advertising dollars? It’s easy.

Never market/advertise if you can not measure the results. Of course the better you can measure the results of your marketing/advertising the more value you will receive from you marketing/advertising investment.

You can save a lot of your assets, money and time, by simply taking another approach to your marketing/advertising.

In the 1950s a glass manufacturing company invented their form of shatterproof glass. It was a remarkable product. Good for use in homes and industry. But because of its much higher selling cost the retailers, mom and pop hardware stores, did not feel they could sell it.

After a year of heavy, very expensive marketing and advertising which only produced lack luster sales, the company decided they needed to do something different, needed to take another approach in selling the shatterproof glass. They stopped all their traditional marketing/advertising and called all their salesmen in and presented them with their new sales program.

First they gave them all new marketing materials, flyers, fact sheets, and a piece of shatterproof glass. And then they introduced the first ever for the company sales contest. The salesman who sold the most shatterproof glass in the next six months would win a trip for him and his wife to the Bahamas. All the salesmen left the meeting with renewed enthusiasm.

At the end of the six months they gathered and announced Jim had won the trip. He had sold more safety glass than all the other salesmen combined. Astonished, the owners asked Jim how he did it. Jim said, “I knew I had to take another approach than everyone else to win the trip. So instead of just showing the customers the glass and reading the flyers I went back to the hammer section of their store. I picked up a hammer and took it to the counter where I had placed the demo piece of safety glass. I raised the hammer and with all my strength I hit the glass with the hammer. When it did not shatter they were amazed and said things like, “That is fantastic, and I can do that and sell the safety glass!”

The company was so impressed with Jim’s sales they decided to have another contest. Another trip to the Bahamas for the salesman who sold the most safety glass in the next six months. They once again gave every salesman a piece of safety glass, flyers, fact sheets and now added a hammer.

Six months later they all gathered, and to everyone’s surprise Jim had outsold them all again. They asked, “Jim how did you outsell everyone again, after we gave everyone a hammer?” Jim told them, “I knew everyone was going to use the hammer in their demonstration, I knew I would no longer be making my sales presentation different than anyone else, so I had to take another approach. This time I put the hammer in the customer’s hand.”

As the company continued to find different ways to market/advertise their products and different ways to motivate their sales staff, their sales and profits grew, while their marketing/advertising budget shrank.


Invite Bob Janet to help your sales professionals and sales support staff increase sales and profits. Bob gives businesses and association members content loaded, fun-entertaining, audience involved seminars and keynotes that help them increase sales and profits. Bob’s selling and marketing skills and techniques are based on 40 plus years of “Been there, done that” front-line experiences. His long and proven track record of success combined with his unique speaking and teaching ability makes him uniquely qualified to present selling and marketing skills and techniques to business owners, sales professionals and sales support staff. Contact Bob at 704-882-6100, Bob@BobJanet.com or www.BobJanet.com.

Bob Janet

Bob Janet

Related Posts

Is the customer always right?

Successful Custom: Stressing the bench jeweler

March 27, 2023

The Story Behind the Stone: Diamonds on Pins and Needles

March 20, 2023

Jewelry Marketing Survival Guide

March 15, 2023

The Story Behind the Stone: Out of the Blue

March 15, 2023

Latest News

Industry Events

Education, networking, hospitality featured at Spring Atlanta Jewelry Show

March 27, 2023
Columnists

Successful Custom: Stressing the bench jeweler

March 27, 2023
What's New

Designer Brenda Smith announces new Black ’n Gold ’n Diamonds Collection

March 27, 2023

Other News

Richard Katz, Richline Group appointed Chairman of The Jewelers Board of Trade®

AJDC elects Alan Revere as President

Kingswood Company President and CEO Kristie Nicolosi inducted into Private Label Industry Hall of Fame

Hardrock Summit to return to Denver in September 2023

Iconic Jewelry Firms is theme of ASJRA’s 18th annual Conference

DMIA members meet-and-greet and hear updates from GIA, NDC

Southern Jewelry News

© 2022 Southern Jewelry News.

Additional Information

  • About
  • 2023 Jewelry Trade Shows & Events
  • Media Kit
  • Contact
  • Sitemap
  • Newsletter Signup

Get Social with Us

No Result
View All Result
  • Featured Articles
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Supplier Spotlight
    • Sponsored Content
  • Latest News
    • What’s New
    • Industry Events
    • Tradeshow News
    • On The Move
    • Other News
    • Furry Friends
  • Podcast
  • Columnists
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription

© 2022 Southern Jewelry News.