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10 Common Sense Truths for Jewelers:
June 30th, 2015
by Bill Boyajian

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  1. Have the most pleasant person in the store answer the phone.
  2. Well-groomed and well-dressed sales associates make the best impression.
  3. When a customer leaves the store without buying, ask your sales associate if she impressed the customer.
  4. It’s not about how much your sales grow. It’s about how much profit you make at the end of the year.
  5. Follow-up with customers quickly and professionally. Great service is essential.
  6. Ask open-ended questions and listen carefully to what customers say.
  7. Develop rapport with customers. Sell yourself first. Then sell your store.
  8. Create a great experience with Millennials. They value experiences, not just products, because they will want to share their experience on social media.
  9. It’s not about the price of an item. It’s the value of the item in your customer’s mind that really counts.
  10. Approach every customer like they can afford much more than you think. Most often, they can.


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“I needed help orchestrating a succession plan for our business. I had heard that Bill Boyajian specialized in assisting owners to transition their business to the next generation. He knows how to bridge the generation gap and deliver what each needs to hear. I would recommend Bill to any business owner who needs advice on succession planning from a trusted outside professional.”

–Charles Denaburg,
Managing Partner,
Levy’s Fine Jewelry
Birmingham, AL

"Our family needed some guidance on business transition and succession planning. We asked Bill Boyajian to help us because we knew we could trust him to tell us what we needed to hear. Bill became a valuable resource for our company and our entire family. He has the ability to meet each of us where we’re at and it has served us very well."

–Ceylon Leitzel
Leitzel Fine Jewelry
Hershey & Myerstown, PA

“We needed a plan to transition our business to a non-family member and we asked Bill Boyajian to help us. His experience in the area has really paid off, but we didn’t expect the added value of putting us together with a financial planner who helped organize our retirement needs. We now have the fundamentals to transition our business successfully, and we have Bill to thank for it.”

–Ernie & Debbie Cummings
Kizer-Cummings Jewelers
Lawrence, KS