Would you pay $83 for 2 people to see a movie? I did
Would you spend $83 to see a movie for 2 people?
Just last year people were saying "Can you believe it? Almost ten
bucks to see a movie? Popcorn is about 5 bucks and OMG! $4.00 for a
can of soda that’s 85 cents at the grocery store? Who can afford to
go to a movie nowadays?
Who in their right mind would do that?
Much less paying $39 to size a ring, a silver ring at THAT? $500 to
just carve & cast a wax? No one would pay that, would they?
The answer is If the experience and satisfaction level is there,
THEY WILL!
By the way, I paid $83 for 2 people to go see James Bond’s Skyfall
this weekend. How is that possible?
New experience.
A group of 8 of us went last night to see the new James Bond movie.
Here in Atlanta and all over the country there are theaters that
serve food.
There were folks looking over the menu and sitting is a comfortable
leather rocking type chairs with a side swinging arm that is your
table.
The theater itself I assume hold a few less patrons. They don’t use
a projection screen, its a real TV type screen up front, the picture
is beautiful.
Servers come and get your orders, collect your money and pay for it
with credit card right on their hip and add in an 18% tip for all of
the servers. Then other servers bring the drinks and food just as the
movie is starting.
My friend and I ordered two dinners and shared. Ribs (and they were
GOOD) and Philly cheese steak sandwich. We also split a pitcher of
beer.
Movie Tickets: $14 each x 2 = $28.00
Beer, 2 entrees, with 18% tip = $55.00
TOTAL EVENING $83.00
The movie theater was packed, of course it was the new James Bond
movie. Did I mention over the weekend it took in 87 million dollars!
So what do this have to do with jewelry?
Hey, if we’d spend $83 for dinner and a movie can you get $39 to
size a ring smaller? $25 extra for check & tighten stones? How about
express service on the ring sizing for $58.50?
YES YOU CAN! Plenty of jewelers have told me they need to charge
more and charge my EXPRESS prices from the book and still get it
80-90% of the time.
(Express service is while you wait or within 24 hours in my mind. We
then charge 50% more.)
Its all in the experience.
The movie staff were not dressed in blue jeans and whatever they had
on. Everyone had a company black shirt and wore their own black
slacks. The staff were wonderfully polite and nice. When they brought
our picture of beer they had a pedestal that stood between us and
rested there-not to take up table room.
In your store how is your staff trained in the ways of the shop? How
are they dressed? How are your cooks (jewelers) dressed? What’s your
take in procedure? Do you handle their jewelry with kid gloves? Do
you handle their jewelry on a pad or just lay it on the glass?
Do you take a picture on intake and give it to the customer? Inspect
prongs and wear in front of them? have a camera hooked up to a small
monitor so you can show the customer? Do you have pictures readily
available of your work? Even “before & after” pictures?
Its all in the presentation. You’ll get the money. Act like it.
David Geller
Director of Shop profits
www.JewelerProfit.com
P.S. Go see James Bond Skyfall. Good ending as well.