Month: July 2024

You hear a lot about social media today, and it is indeed important.  But keep in mind that one of the greatest assets in your business is your mailing list.  Often when a business is sold or ownership is transferred to a family member, the goodwill derived from the store’s name, location, and mailing list is extremely valuable.

Collecting names, addresses, emails, and cell phone numbers is a priority for repeat business and customer relationship management (CRM) purposes.  You need a way to touch people often, so your communications must be consistent and intelligently handled.  You must also be able to segment your mailings whether by direct mail or electronic mail.

One of the greatest benefits gained through a Gordon Company sale event – and one that most clients don’t understand initially – is the build-up of your mailing list during an actual sale.  On average, 30% of all purchases come from people who have never been to your store.  So if you’re having a retirement sale in preparation for handing the store over to a son or daughter or long-time employee, increasing your mailing list for future sales is a huge by-product benefit.

A recent client who held an inventory reduction event told us that the biggest benefit of running the sale was the significant increase in his mailing list which he could now utilize for the next decade.  If you want to build your business, your exposure to the community, and your mailing list, there is no better way than with a Gordon Company sale. 

Contact us right away so we can help you get started.

Call Steve Webb or Ira Bergman today to learn more about what The Gordon Company can do for you! We’ll help you determine the best sale to conduct for you and your store to maximize results and to exceed your goals.

Don’t delay, contact us today!

There are three common missed opportunities for fine jewelers that we want to draw to your attention:

• One or Two-Day Sales: We read stories of jewelers hosting one or two-day sale events. These can produce an extra month’s worth of business. Not a bad idea unless you compare it to what could have been. When we run a sale event at The Gordon Company, it lasts up to eight weeks and can produce a year’s worth of business, and sometimes more. The question is: Would you rather have an extra month or an extra year’s worth of business? Short sale events leave you short and are a missed opportunity.

• Ownership Transfer: We also read stories of jewelers wanting to transfer their ownership to a son or daughter, a close family member, or sometimes a loyal employee. Owners want to recoup the money they invested from the inventory they own – even though much of it is aged – yet those taking over a business rarely want to be burdened with old, under-performing merchandise. Another missed opportunity is failing to have a retirement sale that will reduce and often eliminate the vast majority of unwanted inventory.
• Store Closings or Moves: A third missed opportunity is when jewelers are closing a store or moving to a new location. These are ideal times to conduct an inventory liquidation sale that eliminates dated merchandise and helps to fund a move or store remodel. Engaging the public with no fear that you are going out of business makes such a sale event a win-win opportunity for you and your community.

We share these missed opportunities to encourage you to act quickly and decisively in your business planning. Don’t miss another opportunity to raise significant cash, pay off debt, and reduce aged inventory.

Let the Gordon Company get you “on target.”

We look forward to hearing from you.

Call Steve Webb or Ira Bergman today to learn more about what The Gordon Company can do for you! We’ll help you determine the best sale to conduct for you and your store to maximize results and to exceed your goals.

Don’t delay, contact us today!