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Do you know what the 3rd largest tourist attraction in my home state of Michigan is?
It's a retail store! Cabela's giant outdoors store has almost 6 million visitors per year. The centerpiece of the store is a realistic "mountain" 35 feet tall with running waterfalls and a trout pond. I'm not saying you should install a trout pond in your jewelry store, but maybe you should think how can you be more like Cabela's?
How can you create an experience so awesome that people want to get off their couch to come see you?
Make your store a place people want to come to! Show everyone who comes in your door a BIG diamond. Dazzle them. Surprise them. Offer them coconut water. When they come in, hand them a horn to honk when they are ready to be helped. Wear a cowboy hat and be the diamond cowboy. Be creative. Delight your customers and they will talk about you to others and come back again and again! People do not go to Tiffany's to get the best deal. They are buying the experience. If the Internet did everything, you would never have another customer. The Internet lacks experience. Give people a reason to leave the house.
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Not the bunch of Carats she was hoping for......
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While skiing in Colorado 2 weeks ago, I went to a rock shop. The owner gave a customer a STORY to go with EVERY rock purchased.
We should do this!
Every piece of jewelry we sell should come with a story. This story should be told in the sales presentation & given to the customer as well. Have you ever bought art at a craft fair and gotten a card about the artist with the piece?
It adds VALUE.
It gives you something to talk about when you get a compliment. It helps your remember the experience AND want to re-create it!
It's SO Easy
Do not just tell the story it is important to WRITE DOWN a story to go with each piece of jewelry. Buy writing, not only can you give the customer something to take with them, but it will help you and your sales staff remember to tell it as well. We have so many stories we can tell! Where the exotic gems are found. How rare the piece is.
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OLYMPIAN HELPS YOU
TELL A STORY!
 Olympian has Free
booklets available to help YOU tell your
DIAMOND'S STORY.....
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