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Top of Mind: September 17, 2015
September 17th, 2015
by Bill Boyajian

Simpler is Better

We bought a new car for my wife last year.  It’s interesting how things have changed.  Her last car had a shortened version of key facts in a tiny, hand-held booklet that became her “go to” manual for things to know.  Things like what each button on the car means, how to unhook the hood latch, how to open the trunk, and how to turn the radio on.  The new car only has a 200-page manual that resembles a doctoral thesis more than a handy-dandy car manual.  Yes, there is an online manual, but darned if I can figure that out….  The car also has an automatic shift where you can’t keep the transmission in a particular gear because some expert felt we would burn the engine out by leaving it in a lower gear.  I drive in the mountains a lot, and it frustrates me that I can’t keep a new car in the gear I want.  Whatever happened to the old notion that simpler is better?

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So a customer comes into a jewelry store weighted down with files of information about diamonds, which he researched over the internet.  After all, isn’t everyone an expert on diamonds now, since information is available online and accessible to everyone?  Then they want a G color VS1 clarity because they determined on their own that this is what they want, and they want it for a certain price.  They don’t even ask about cut, which should be their top priority.  They are so confused that what they really need is an expert who can tell them what they want after simplifying the process.  That’s a jeweler’s role, to simplify the diamond buying process to key points that will help the couple get what they want, and what they need, even if they think they already know what that is.

The more you can simplify the buying process, and appeal to the emotional aspect of the purchase, the easier it will be to make the sale, most every time.  After all, we are celebrating life’s joyous events.  Let’s keep that part simple, and memorable.

 

Here are a few Business & Life Tips to think about…..

Business Tips:

  • In business, one key is the ability to say no, to refuse a customer or client. Know who your customers are, and who they aren’t.
  • Every business needs a succession plan. Consult an expert in the field who can help you construct a sensible plan for the future.
  • The value of a steady job is the safety and security of regular income. Use this to learn and grow into something even better.

Life Tips:

  • People who know little or nothing about the normal way things are done bring no prior bias to a decision-making process.
  • True joy and peace in life comes from contentment. It’s not the same as complacency or laziness. Strive to be content in all things.
  • Live on 80% of what you make and invest the other 20%. Eventually, that 20% will become 80% of your overall wealth.

 

Here are a few past articles written by Bill:

Are You a Content Leader?

How Confidence Pays Off in Selling….

Do You Want to be Right or Successful?



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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