Gift Purchases

Any person that is receiving a gift purchased at our store is a potential customer and should be added to central files.

A person receives a watch as a gift. What can we help them get next? A Diamond dial? A Diamond bezel? If the person receiving the gift is a daughter or wife; how about encouraging her to ask for a diamond dial next birthday, anniversary, or Christmas? If the person is a son or husband; how about a trade up? Or, they may just want more pieces from us.

Of course, make sure you find out if it is a surprise, and be sure you DO NOT send a letter or flyer until after the “event”. Then you could write a letter saying “Your ______ came from Leo Hamel & Company. Please feel free to call or come in at any time to have your ring polished, your prongs checked, your crystal polished Free, etc. What ever you feel is appropriate that invites them back in.

In your second letter to them, you could ask “Are there any needs for the future?” Get events (birthdays, anniversaries, etc.) from them. Treat them like regular customers, as they are, in a way.

So, when you go through your files and you see someone that has bought a gift in the past, call them, or write, and get the recipients name and address, and promote to them!

NOW THIS IS IMPORTANT, AND YOU WILL MAKE AN ENEMY IF YOU DO NOT DO THIS:

When it is a surprise gift, put comments in the computer file “Mailings Off until 5 October 1994 or whatever date” AND LEAVE MAILINGS OFF UNTIL THAT DATE! Use whatever computerized method to remind you to change it after that date. OK?