|
|
Just as we have our unique nature and personality, our jewelry business also
evolves and takes on its own personality. As your business grows, it will become
known and will gain a name for itself - hopefully a good name! Let's take a look
at some key factors that will help your business gain a good reputation:
Your Customer Return Policy
Firstly, what kind of guarantee or return policy do you have in place? How
highly do you value customer satisfaction? Is the customer always right?
When I first started out in business, I had some restrictions on my return
policy. I only guaranteed jewelry for one year from the purchase date. I would
not cover general wear and tear or abuse. I debated over money back or credit
note.
After I had this policy in place for a few months, I decided to remove it
completely and have a 100% guaranteed satisfaction policy in place. At any time
and for any reason, a customer can return a product to me for a full refund, no
questions asked. Having this policy in place could lead to some extra work on my
part, even some loss of monies. However, it gives each customer the reassurance
to buy with confidence.
They know if the item doesn't match the outfit they bought it to go with, they
can return it. If it breaks, I will fix it - even five years down the road. If
they simply decide they shouldn't have spent the money on it, they can return it
and receive their money back. No questions asked.
My new policy also displays my confidence in my own products. With this policy
in place, I have so far never had an item returned for a refund.
Offering Customer Incentives
Secondly, what are the incentives you offer to customers? These are by no means
required or even expected of a business. They do, however, increase awareness to
your business, instill loyalty from your customers, and usually result in more
sales.
What am I referring to by incentives? Any way in which you can pamper your
customer a little, while at the same time giving them an incentive to purchase
more - or simply rewarding them for a purchase.
I like to have different offers available at any given time. These include sale
items - usually older stock that is not moving as fast as I would like. For
example, "Buy 2, receive the 3rd item free". This is a great way to increase
earring sales.
I recently had a very large order to fill for a wedding party. I was preparing
the jewelry for 8 bridesmaids and decided I would make a wedding gift for the
bride - not something she would be wearing on her wedding day, as she already
had her jewelry - just a little indulgence for her to enjoy, and my way of
saying "thank you" for placing such a large order with me.
Another great incentive to keep your customers loyal, is to offer a 'frequent
buyer' plan. Once they've spent a certain dollar amount, reward them in some way
you see appropriate - a discount off the next item or a free gift.
Helping Others with Your Jewelry Business
There is one final area that I view as critical to the good will and personality
of my own business. This is in the area of helping others.
I am proud to support breast cancer research and donate a portion from each sale
to this worthy cause. I also purchase my silver from the Hilltribes in Thailand
where my money directly supports Hilltribe families. I volunteer my time for
charity events and I donate jewelry items to these causes.
There are several reasons I view this aspect of my business as critical.
Firstly, I believe that those who are blessed should bless others. Secondly, it
simply feels good to assist others in some way or another.
There are other spin off benefits which I place further down the ladder, but are
relevant all the same. Volunteering, donating, etc. do draw attention to your
business, and any monetary donations result in tax breaks. While I don't
personally view these as critical, they are nice bonuses for the extra work I
do.
I hope these tips assist you in assessing and developing the personality and
reputation of your own business. |
|
|
