New Names to the Mailing List

Previously entitled “NNCF Defined”

A new name is a new name, not an old name, not an existing name. A new name is a new name whether they buy or not, and whether they are here for a repair or not. If they have jewelry to repair, then at some earlier time, they bought jewelry, and they may buy jewelry again. Marketing’s job is to get them in. It is the salespeople’s jobs to get them to buy.

Yes, some repair customers may never buy. You may have a wasted “up” with a lady who wants a clasp tightened or a guy who wants a battery. But you will also be more likely to sell them if you know you won’t have another up until it goes around again. We do enough repairs that everyone sooner or later will have a seemingly worthless up. I say “seemingly,” because I have seen enough repair customers buy again and again.

A NEW NAME TO THE MAILING LIST is defined as: A person who has not previously been a customer and is reaching for information or merchandise whether via the phone, internet or directly coming into the store.

This definition makes it easy.

This definition doesn’t mean you shouldn’t call up the Repair Dept or a Sales Assistant to enter in repair items while you work on selling something to the customer. Use your time effectively. Sell repair customers or at least make them happy that they came in and they will be back. We all have had tough ones, worthless ones and surprisingly good ones. That’s the biz! Don’t underestimate anyone who walks through the door. Make a friend and hopefully they will tell a friend.