CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
WatchesJul 11, 2017
Ask the Watch Guy: Living Up to Your Add-On Potential
National Jeweler’s “Watch Guy,” Jess Gendron, outlines the possibilities and pricing for add-on sales when jewelers change a watch battery.
Jess Gendron is a seventh-generation watchmaker, having learned by his father Dan’s side since childhood. He can be reached at talktothewatchguy@gmail.com.
If you are like most retail jewelers, you do quite a few watch batteries in your daily life. Why not try out some add-on sales? Virtually every watch you see for a watch battery has potential for an upsell.
Some of the items you can upsell with watch repairs/batteries are:
Watch bands;
Crystals;
Five-year battery;
Lifetime battery;
Service contract;
Water resistance inspection; and
Trade-in credit.
Begin by filling in a job ticket. This is known as an order blank or Ben Franklin close.
People are conditioned to answer questions and be compliant in these types of situations. Then take a close look at the watch. This is very important because the process is a visual experience for the customer as well as yourself.
Crystal: Take a close look at the crystal. Are there any scratches? Is it cracked? Be sure to mark down the shortcomings to create an entry on your repair envelope to add up at the point-of-sale as well as to cover your bases. If the crystal has a crack or chip in it, the water resistance can be compromised.
Crown: Is it worn? Is the plating coming off? If the crown is in bad shape the O-ring gaskets in the crown and case will also be worn, also compromising water resistance.
Case: How is the plating? Are there gouges and scratches on the case or back? Better to make note of these discrepancies than to be blamed for them later.
Watch band: Most leather watch bands that are more than two years old are in serious need of replacement. In the case of metal watch bands, also look to see if the band still looks good. Let’s say you repair the watch complete with a new crystal, cleaned and polished case, everything looking good … except the watch band. Now, the customer’s expectations are not met because of a simple band. Just offer a new band and you will be surprised how many people accept. All you need to do is ask!
Water resistance inspection: You will want to check the gaskets and silicone the case tube, crown and caseback. If you are not familiar with how to perform this service, get our free video on Timeworks.biz. Make it a condition of the service that the customer must bring the watch in yearly for inspection. This will get them back in to your store on a regular basis.
Also, check to make
sure the watch is running and let the customer know. This is not as silly as it might sound.
Imagine the customer brings a watch in for repair, let’s say it’s for a watch band repair. We might have the inclination to solely focus on the watch band problem and the customer might not even know the watch is not running. So check. The customer expects the watch to be running correctly when the get it back from you, so make sure you check and, even if it is running, be sure to ask how the watch is running.
Now, tally up the shortcomings like this.
Crystal needs replaced, $50
Crown is worn, $30
Leather watch band is worn, $30
Lifetime watch battery, $69
Total: $179
Better to offer complete, professional watch repairs than offer repairs ad hoc. Yes, there are customers who will not opt for complete service, but by offering complete services you are also reducing the amount of repair comebacks by making sure the repair is as complete as you can offer.
In the end, this will make both you and your customer happy. I guarantee you will be stunned at how many people opt for some or even all of the extra services.
The way it breaks down is generally:
30 percent will go for whatever is cheapest;
40 percent will go for whatever is your mid-priced offering; and
30 percent will go for whatever is your highest-priced offering.
Using this breakdown, let’s look at another example. Say you have a:
Low-priced offering: Just a battery in a fashion watch, $9.95;
Mid-priced offering: Five-year battery, $39.95; and a
Lifetime watch battery: $99.95.
If you sell 50 watch batteries per week (the average nationally) and 15 opt for “just a battery” and 20 opt for the five-year battery and 15 opt for the lifetime battery that works out to $2,447.50, compared with just $497.50 for just 50 batteries under the low-priced offering.
We received a comment on one of our earlier columns in which the commenter said that she does 17,000 watch batteries per year. This is not by accident. We’ll discuss this in our next article, “Making Your Competitors Your Compatriots.”
Jess Gendron is a seventh-generation watchmaker, having learned by his father Dan’s side since childhood. He is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com, and his website is Timeworks.biz.
Imagine the customer brings a watch in for repair, let’s say it’s for a watch band repair. We might have the inclination to solely focus on the watch band problem and the customer might not even know the watch is not running. So check. The customer expects the watch to be running correctly when the get it back from you, so make sure you check and, even if it is running, be sure to ask how the watch is running.
Now, tally up the shortcomings like this.
Crystal needs replaced, $50
Crown is worn, $30
Leather watch band is worn, $30
Lifetime watch battery, $69
Total: $179
Better to offer complete, professional watch repairs than offer repairs ad hoc. Yes, there are customers who will not opt for complete service, but by offering complete services you are also reducing the amount of repair comebacks by making sure the repair is as complete as you can offer.
In the end, this will make both you and your customer happy. I guarantee you will be stunned at how many people opt for some or even all of the extra services.
The way it breaks down is generally:
30 percent will go for whatever is cheapest;
40 percent will go for whatever is your mid-priced offering; and
30 percent will go for whatever is your highest-priced offering.
Using this breakdown, let’s look at another example. Say you have a:
Low-priced offering: Just a battery in a fashion watch, $9.95;
Mid-priced offering: Five-year battery, $39.95; and a
Lifetime watch battery: $99.95.
If you sell 50 watch batteries per week (the average nationally) and 15 opt for “just a battery” and 20 opt for the five-year battery and 15 opt for the lifetime battery that works out to $2,447.50, compared with just $497.50 for just 50 batteries under the low-priced offering.
We received a comment on one of our earlier columns in which the commenter said that she does 17,000 watch batteries per year. This is not by accident. We’ll discuss this in our next article, “Making Your Competitors Your Compatriots.”
Jess Gendron is a seventh-generation watchmaker, having learned by his father Dan’s side since childhood. He is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com, and his website is Timeworks.biz.
More on Watches
The Latest
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed FormFrom now through mid-May, GIA will be offering the reports at a 50 percent discount.
Weekly QuizApr 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry & Watch Show
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingNDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
Events & AwardsApr 17, 2024
And the 2024 Winner of the Shipley Award Is … John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%LVMH said the company performed well despite an uncertain geopolitical and economic environment.
MajorsApr 17, 2024
Stuller’s B&D Opens New HeadquartersB&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ CollectionIt’s ultra-feminine and filled with gold, pearls, and soft pastels.
MajorsApr 16, 2024
Loudr Adds 2 DirectorsEmily Highet Morgan and Emily Bennett have joined the agency’s team.
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry CatalogIts updated book for mountings is also now available.
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDCShe has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
TechnologyApr 15, 2024
Judge Rules Jeweler’s Lawsuit Against PNC Bank Can Move ForwardJoyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
IndependentsApr 15, 2024
Alfred W. DeScenza of DeScenza Diamonds Dies at 95He is remembered by loved ones for his loyalty, integrity, and kindness.
AuctionsApr 15, 2024
Madeleine K. Albright Jewelry, Pins Coming to AuctionHosted by Freeman’s | Hindman, the sale will take place May 7-8.
AuctionsApr 15, 2024
All of Sotheby’s ‘Rough Diamonds’ Sold in Less Than an HourThe auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
Events & AwardsApr 15, 2024
10 Can’t-Miss Sessions at AGS Conclave 2024From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
Recorded WebinarsApr 12, 2024
Watch: What Jewelers Need to Know About InsuranceFrom cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.
CollectionsApr 12, 2024
Piece of the Week: Lionheart’s Evil Eye Gemstone CharmThe charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.
Events & AwardsApr 12, 2024
The Jewelry Symposium Announces 4 Scholarship WinnersAhead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.
Policies & IssuesApr 11, 2024
SRK Exports’ Journey Toward Net Zero Impact By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Lab-GrownApr 11, 2024
AGTA Bans Lab-Grown Diamonds, Gemstones at GemFairMembers can still sell lab-grown stones, it said, but only natural gems are allowed on the show floor.
IndependentsApr 11, 2024
Steven Rosdal, Co-Founder of Hyde Park Jewelers, Dies at 77He is remembered for his charisma, passion, integrity, kindness, and wit.
