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Another "Big Jewelry Store Turnaround"

How Sam turned his jewelry store around and exploded his daily sales using some clever VIP customer strategies.

Part 1: The Best little "Failing" Jewelry store I've ever been in.

Jewelry store owner standing at counter worried about sales.

This is Sam. (a cartoon version of him anyway)

Sam is an amazingly talented jeweler that I met a couple of years ago when I happened to visit his store while I was out of town on a business trip.

Between meetings I had to find a gift for my girlfriend and time was short. I asked at the front desk of the hotel about jewelry stores and they sent me towards the closest one to the hotel. I didn't have much time before my next meeting.

It was about 10 AM on a Tuesday and there were a lot of shoppers on the sidewalk. I spotted Sam's store and walked in. With so much traffic on the sidewalk, I was surprised the store was almost dead. It made me wonder how my shopping experience was going to go. Why was nobody there?

"Oh well" I thought...

I need to buy that gift now and it was either this or spending all evening looking for another jewelry store in a strange town.

I went in and looked around for a minute then walked up to the counter. Sam walked over and introduced himself. In just a few minutes, he'd figured out the perfect gift for my girlfriend. He obviously was a skilled jeweler who knew his stuff.

I couldn't believe how great of a buying experience that was. Problem solved, gift ready to hand to my girlfriend as soon as I got off the plane. I was thrilled to not suffer the 'hard-sell, zero customer service' you find all over nowadays.

How often do you run into friendly and knowledgeable sales people in a store? Most of the time they don't even look up from their cell phone, right?

As I was talking to Sam and paying for my purchases, I was really puzzled. This jewelry store was great, but here I was at the busiest time of the day on a Thursday and the place was simply dead. What gives?

As a marketer, I notice things like this all the time. There are so many stores out there that deserve a lot more customers. I told Sam, his store was awesome and I was thrilled to discover it. I asked him how in the world they weren't slammed with business.

Sam said that he'd been in business for 5 years and although he had some very loyal customers over the past years, he had made a grave mistake.

He was surprised at the level of competition in the area and was having a terrible time getting word out to get people back in the door. The customers just weren't coming back often enough.

He was literally almost in tears, just talking about it as I finished paying. He was worried about not making it and he felt like his store was slipping away from him.

I had to get to my meeting but I told him I'd like to talk more about this later if he had time to chat later that night. He agreed to meet me at 7 PM and I went off to my next meeting.

Over the next few hours, I thought about this jewelry stores problem and got more and more excited. The store was terrific. It just needed a little marketing push and I knew exactly what that push should be because I'd helped lots of other jewelry store's like Sam's before.

Find out what happened in Part 2

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A photo of Michael on a cruise ship.

Michael Johnson here,

I'm a 'no-equity' investor, author and customer follow up specialist... We formed Not Vanilla Media to help business owners...

...consistently grow sales revenue with systems that get customers to buy over and over.

PLUS dramatically increasing your profits without spending a fortune on paid ads and online marketing.

Sharing the secrets I've learned over the last 30 years as a serial entrepreneur.