Eric Goldman Jewellery

Why hold an Event?

As part of our current promotion, we have eliminated our event fee so there are not costs to you.

We carry an array of unique and popular styles in semi-mounts and finished goods.

Our Master Goldsmiths can complete very complex work. i.e. Micro Pave settings and invisible settings. Detailed work that will supplement your current repair and service business.

We can supply your client with full custom pieces in 10kt, 14kt, 18kt, 19kt or Platinum. Custom designs are also available in 10k, 14k, and 18k Bi and Tri gold.

Sometimes finding a matching wedding band for your clients can be difficult. We can create a perfectly matching band to satisfy their needs.

Steps to a Successful Event

The easiest way to have a successful event is to follow the five key points:

Recognize the opportunity
Get the message out to everyone
Create excitement and energy
Qualify customers
Setting and confirming appointments

1. Recognizing the Opportunity

Opportunities are everywhere...

Jewelry which is worn or beyond repair
Rings which they may want combined
Loose stones that need to be mounted
Special occasions, special pieces
Inherited old and dated jewelry

The key is to talk to EVERYONE!

2. Getting the Message Out

Once the store has recognized an opportunity, the store then entices the customer using emotion and sentiment to explore the great possiblities available through Eric Goldman. This ensures that the customer is interested in knowing more. Open ended questions work wonders!

Tell me about jewelry at home that you no longer wear? Why?
When was the last time someone invited you to a restyling event?
Sounds like you are looking for something special...tell me about the idea you have in mind if you could have it custom made.

Then follow up at the end with "We would like to invite you to our special event so we can make you a fantastic piece you will wear and love!"

We have something very exciting happening at our store!!

3. Create Excitement and Energy

Both excitement and energy are integral to any special event! Remember the following to help create the excitement and energy:

FAB's! Features, Advantages and Benefits
Unique selection of special, refreshing and stylish goods
Create something of an individual design! A true original

4. Qualify the Customer

With every potential customer, a profile should be created and qualification of any opportunity brings the sale ever closer! Mark down, discuss and drill the following points:

Contact info - name, phone numbers, address...
Credit and the limit? (In house credit plan if one is available)
What type of item are they looking for?
White or yellow gold and of what karat?
Gems or diamonds? Shape, size, quality?
What is their price range?
Pictures, magazine ads or sketches?
What is the occasion?

5. Setting and Confirming Appointments

Talk with everyone and build those relationships
It is a numbers game so during the days before the event add to the appointment list
Call the primary contacts every time there is an event!

What's next?

A few days before the event, the Manager/Owner should call the customer. Confirmation is essential and this creates a personal touch and sets the tone
It gives the store another opportunity to create excitement and make the customer feeel that this is truly a special event.

The store has recognized the opportunity, got the message out to everyone, created excitement and energy, qualified the customers and have set confirmed appointments.

The store has done their homework:

What do Eric Goldman Designers need on the show day?

How can I build upon th 5 key points?

ERIC GOLDMAN JEWELLERY's success rate for a properly qualified customer is apporoximately 80%.

This means ERIC GOLDMAN JEWELLERY helps close 4 out of every 5 customers.

When the customer is prepared, knows what to expect, and is excited, the store's event will be a great success. If the customer is not prepared for pricing, method of payment or does not have a reason to purchase, a great opportunity will have been lost.

But what does that mean in dollars?

Average sale per customer is approximately $2000 per person. With sufficient customers this results in a substanital outcome and a successful day!

What do Eric Goldman Designers need on the show day?

The Eric Goldman Designers need customers! The Designers also need the following:

12' of show case for the event product display located front and center, visible from all entrances.
Notice of the 1st confirmed appoinment booking time. Generally shows are from 11am till 7:30pm for security purposes.
Communication with the owner, store manager & sales staff as to strategy for the day.
Team work! The store knows their customers - the Designers know their goods!

How can the 5 Key Points listed above be built upon?

Special events are designed to make revenue, have fun and draw in customers. If the store is new to special events or wants to spice things up, Eric Goldman Jewellery has heard that the following points can be benefical.

Managers who are involved with the events process have motivated employees.
Managers should call all potential appointments prior to the show to cement the relationships and qualify their requests.
Talk about special events every day
Customers who didn't make the last one should be invited to the next with clear needs listed
Tell customers to bring a friend, sister/brother or spouse expecially if their confirmation is required for the close of the sale.
Weeks before the show, start in store marketing. Make sure your custom event display is in the prominent location and you use the handouts.
Set expectations or goals for all store staff.
Don't be afraid to try something different and eye catching!
Lastly the store should be looking like the event is not a regular day. Set it apart from the every day. EGJ has seen the following be used effectively:

Balloons/Streamers
Refreshments offered
Special event signage
Sales teams dressing in eye catching fashion or similar blouses/ties

Remember that anything and everything which will drive the customer's to the store will work towards making the day memorable.