Business
news of Irish Jewellery interest at end of July 2007.
Many Thanks to all You Reporters
And to all our Nice Customers! Keep reporting.
Enjoy!
Welcome to a few new readers.
+++++++++++++++++++++++
Findings
The large
increase is due to another exceptional item. Let us hope we land another
exceptional item! Otherwise the figures would have been more like down 17% for July and up
7% for the year.
+++++++++++++++++++++
Hi Johnny,
Just thought you would like
to know that those of our customers in the
I still enjoy your news
letters.
Best regards,
A….. B…..
++++++++++++++
Message
from North American Manufacturer. Food for thought.
2006
proved to be a challenging year Sales growth slowed somewhat in the second
quarter. At the mid-point of the year, our sales and earnings were well ahead
of the first half of 2005. However, a downturn in the
Many of
the factors which inhibited our growth in 2006 have persisted as we moved into
2007. Recent data on
On the
operating side, we continue to pare costs and manage our expenses very closely,
delaying spending, wherever possible, until there is evidence of revenue being
realized. Nonetheless, we have managed in this environment, acquiring new
customers and programs, introducing new products, containing costs, increasing
operating efficiencies, generating positive free cash flow and paying down
debt. While we expect ongoing challenges in 2007, our plan is to continue on
this track and to improve on our 2006 performance and be well positioned for
future growth in 2008 and beyond.
End of wholesalers
+++++++++++++++++++++++++++++++++
North:
Johnny, wait till I tell
ya...The month of Julember was just that - mixed up with a bit of everything
thrown in for good measure! Delighted to report July 2007 is 141% up - YES its right - up on last
July, leaving us 15% up for the 12 month rolling period. I can not
attribute it to any one particular factor but 14 hour days, 6 days a week,
supply and demand - the customer demanded and we were able to supply, on the
spot from service to competitively priced diamond pieces to special delivery.
There was one rep in the
shop and he was surprised, he said he hadn't seen a jewellers shop continually
busy for hours on end with a constant stream of customers in years - I put him
at ease assuring him it's not like this every day - oh but if it were...ya, I
know you eventually wake up and go back to work.
It’s nice to see it happening, a confidence building measure at its best.
Regards to all.
+++
North:
June was a fabulous month 14% UP on last month, 201%
UP on June 2006 leaving the
rolling YTD UP by 44%...having let the figures do the talking, there were days that practically
no customers were seen and on others a steady stream, there is no consistency
to the pattern, its like the shifting sands which goes to show that you gotta
do the hours in the hope that there'll be a result - eventually!
+++++++++++++
West: Johnny,
I have not been in touch
for awhile but continue to enjoy reading your gospel each month. You are some
man for one man to be able to keep this going, well done. The year has been
mixed for us as we are suffering with continuous road works, we have got new
pipes for sewerage which will not be connected for 2 years, we have got new
wires for some type of broadband (even though we have it already) and now we
hear the lines they put down recently are out of date, we have got new cable
for T.V. so by the time they connect all those it will be time to replace them.
Footfall is much the same as last year and our months have been more or less the
same, not down but not up enough to curb rising overheads. July was just up 4%. I guess I will
have to give up the bit of jam on my bread and return to beans on toast for the
winter if this trend continuous. However we have our good health back, we have
super staff and we can’t have all of those things together so we will keep the
faith and enjoy being around.
Keep well you Johnny and
continue the good work and keep us smiling!
Cheers,
++++++++++++++++
East: Hi Johnny,
I am delighted to tell you July was a huge 41% UP. Wedding bands sales and diamonds engagement rings were very strong
along with wedding gifts such as
Congrats to the Irish Jeweller who has bought a chain of over 30 Stores in the
Regards.
End of retailers.
++++++++++++
One Day JEWELLERY
CONFERENCE hosted by Retail Jewellers of
Keep your business sparkling….
RJI ONE-DAY BUSINESS CONFERENCE.
Venue: Crown Plaza Hotel,
Time:
Cost: €150 RJI member (- €120 for
additional places)
Non- RJI Member: €200
(Buffet lunch and coffee breaks included in cost).
Booking Fees to be paid by
Dear Colleagues,
RJI
has designed this special event for everyone involved, directly or indirectly,
in the jewellery trade in
Can
you afford to miss this unique opportunity for the retail jeweller?
Please
see the attached Conference brochure, which gives further details - together
with a booking form. Please complete & return with cheque to RJI secretary, Betty
Lawrence, Arbutus Grove, Quin, Co. Clare.
As numbers are limited, early
booking is strongly advised.
The venue is directly accessible from the M50. In
addition, because of its convenience, you might consider travelling to Dublin
Airport by air (Aer Arann now offers services direct to Dublin from six
departure points around the country). If you wish to stay at the Crown Plaza
Hotel, contact them at 01-862888 or via e-mail: info@crowneplazadublin.ie. Indicate you are with RJI conference.
I look forward to meeting you at our conference on 2nd
October. Best wishes.
Eileen Moore.
President RJI.
Full Details of Conference:
2nd October 2007 at 9.30 a m - 5 p m
Crown Plaza Hotel Dublin
Airport, Northwood Park, Santry Demesne, Santry, Dublin 9
Tel: +353 1 862 8809
Fax: +353 1 862 8854 Email: reservations@crowneplazadublin.ie
And the cost is for RJI Member €150
(Additional Places €120) Non RJI Member € 200
Registration Slips with payment to be
returned to:
RJI Secretary, Arbutus Grove, Quinn, Co.
Clare by 31st August 2007 Price
includes Buffet Lunch and Refreshments
Guest Speakers
Mr. John Russo(at left) Hearts on Fire How to Break our Worst Habits at the Counter
John Russo is Strategic
Director for Hearts On Fire. He has spent the last two years working with
Hearts on Fire, as Director of Sales and Marketing for the South Pacific. He
has over 5 years experience within the jewellery and 
luxury market retail sector and over 7 years
experience as a public speaker and trainer. He has spoken and trained in Asia,
Australia, New Zealand, America, United Kingdom +
Alan Crosbie (at right)Pros & Cons of Family Business
Educated at Clongowes Wood
College, Naas, Co. Kildare, Alan is the Chairman of Thomas Crosbie Holdings
Ltd. and Examiner Publications (Cork) Ltd. Married with five children, Alan is
the fifth generation of the Crosbie family to manage the company. In 2000, he
published a book on family business entitled “Don’t Leave It to the Children”.
From September 2002 to May 2006, Alan was President of Down Syndrome Ireland
which is the organisation that represents all people with Down Syndrome and
their families. He is on the Board of NIID (National Institute for Intellectual
Disability), and is also a Board Member of St. Vincent’s Centre in Cork. He is
an adjunct Professor of Family Business at UCC and Chairman of Family Business
Network Ireland.
Dr. Maureen Gaffney (at left)
Three Way Relationship Building Customers,
Colleagues & Suppliers Is a well known Irish broadcaster, writer and 
columnist. A psychologist by profession. She worked
for many years in Trinity College Dublin as Director of the Doctoral Programme
in Clinical Psychology. She now divides her time between her own consultancy
business and a number of state and other boards. Dr. Gaffney will offer key
insights on psychological issues relating to leadership development, gender and
Emotional Intelligence in the workplace. She is listed in Who’s Who in Ireland;
as one of the most influential women in Ireland.
Ruth Badger (at right)
Motivation is the Key to Business Success Ruth Badger grew up in
Wolverhampton. At 16 she left full time education and began working as a
processor for a financial services company. Here she was awarded the accolade
of National Employee of the year for GE Capital. Following her experience on
“The Apprentice”, Ruth set up her own Consultancy business, Ruth Badger
Consultancy Ltd and has done training and consultancy work for five major
international companies, helping improve their staff and profits. . Ruth also
starred as a mentor on SKY One’s The Big Idea, a series searching for the next
big invention, her inventor went on to win Ł100,000.
Mr. Robert Vander Woerd (at left)EP Mallory & Son From County
Jeweller to Destination Shop Mr. Vander Woerd will speak on his journey from County Jeweller to
destination shop. E. P. Mallory & Son is a family business which was
established in 1898 in Bath, England. He will talk of his personal involvement
in his business's evolution over the past 37 years, including the ongoing
process of learning from the past.
Greg Valerio (at right)
Towards Perfection
Greg Valerio was born in
Toronto in 1967 and is married to Ruth, a Cambridge geology graduate. They have
2 daughters ,Mali-Grace and Jemba-May. 2004 he was co-founder of the
Association for Responsible Mining, an international organisation seeking to
lobby on behalf of small scale mining communities amongst indigenous people
groups around the world and develop Fair Trade standards for Gold and
associated precious metals. In 1966 he launched Cred Jewellery - a 'Fair Trade'
luxury jewellery company that is as focused on ethics as it is aesthetics. Cred
Jewellery is the UK and Europe's first jewellery company to develop 'Fair
Trade' gold and platinum jewellery collections.
There will also be a
Presentation By a Crime
Prevention Officer
++++++++++++++++
Trainer sought for the Crafts Council of Ireland’s
(CCoI’s) Goldsmithing and Jewellery Design and Production Course
The Crafts Council of
Ireland’s Design and Production Courses in Ceramics and Goldsmithing/Jewellery,
established in 1990 and 1993 respectively to address the Irish craft industry’s
need for high quality technical training, have over the years evolved to become
internationally significant. Both are now two-year 88-week intensive courses
concentrating on design and production skills, and as a result industry entry
and retention levels of graduates are consistently extremely high.
CCoI is currently inviting
tenders for the service contract of Trainer to its
Goldsmithing and Jewellery Design and Production Course.
This is
a two-year fixed term contract covering the period September 2007 to July 2009.
Using
CCoI’s course outline, the Contractor will be required to further develop and
supply a dynamic training programme and training for a cohort of trainees in
the skills of the standards required for the commercial production of high
quality designed and manufactured jewellery, as per CCoI’s training mission: to
enable its graduates to pursue successful careers in the field of Goldsmithing,
thus raising the standard of design and craftsmanship in Ireland.
Deadline for
receipt of tenders is Wednesday 8th August. If interested in
tendering for this contract, please contact Sharon Rollston, CCoI Education
Programme Manager, Tel: 056 776 1804 or email sharon@ccoi.ie
for further details.
[Above is officially too late but sure
give them a try if you wish…..you might be just the person they need]
+++++++++++++++++++
Be careful how you list names on your mobile
phone!
This lady has changed her habit of how
she lists her names on her mobile phone after her handbag was stolen. Her
handbag which contained her mobile, Credit card, purse...etc.... was stolen. 20
minutes later when she called her Husband, from a pay phone telling him what
had happened, hubby says "I've Just received your text asking about our
Pin number and I've replied a little while ago." When they rushed down to
the bank, the bank staff told them all the money was already withdrawn. The
pickpocket had actually used the stolen hand phone to text "hubby" in
the contact list and got hold of the pin number. Within 20 minutes he had
withdrawn all the money from the bank account.
Moral of the lesson: Do not disclose the
relationship between you and the people in your contact list. Avoid using names
like Home, Honey, Hubby, sweetheart, Dad, Mom etc....... And very importantly,
when sensitive info is being asked thru texts, CONFIRM by calling back. Also,
when you're being texted by friends or family to meet them
somewhere, be sure to call back to confirm that the message came from them. If
you don't reach them, be very careful about going places to meet "family
and friends" who text you.
+++++++++++++++++
Goldsmith/diamond
setter can work for you.
Wexford native with
more than 20 years experience as a goldsmith/diamond setter has recently
returned to the southeast to set up a workshop. I offer a full repair and
manufacturing service including; remounts, remodels and stone setting. Quality
guaranteed at a very competitive price.
For more contact: thesilvermyth@hitmail.com or
Tel. Nial @ 0879208957
++++++++++++++++++++
The
Good Life Letter … Health News.
Dear
Johnny Gordon,
I think
people deliberately come up with the most horrible names for diseases that they
can think of...Take 'Jaw death' for instance.
Yes, I know... ugh. It's a
horrible term. But unfortunately, it's what many woman are getting these days.
And a lot of high-priced lawyers argue that it's down to a drug called
'Fosamax'. This is an expensive drug
prescribed to women with osteoperosis. But it now stands accused of being
linked to a disease called osteonecrosis...
Or in layman's terms, 'Jaw death'.
This is not only very painful, it can cause infection, breakdown of the
jawbone, and ulcerations in the lining of the mouth. While investigating this story, I visited a
few forums and read what real people are saying about this drug and its
side-effects. It made shocking reading...
Here's
one woman's experience... I took
Fosamax for 1 year. During that year I had 2 tooth fractures that were a
mystery. I take religious care of my teeth and couldn't understand how this
could happen. After the second fracture
I mentioned the fact that I was on this drug to my dentist. He said he knew of
no issues with this drug and teeth. I am now convinced that the drug caused
these teeth problems. I was told my bone scan was fine and to discontinue the
use last year. I have had no dental issues since. I will never take it again. And it's not just the mouth that women claim
is affected. Here's another online testimony ...
I have
been taking Fosamax for about three years. In the beginning it seemed to have
helped. But my bone scan worsened and she put me on another medication. It made
me feel like I was having a heart attack.
My doctor said it was my oesophagus. My doctor took me off of it and put
me back on Fosamax. I am only now realizing that this medication is making me
feel terrible.
This
past year my chest hurt so bad that I could not wear a bra. The pressure was
terrible. I also have frequent heart fluttering. My bones also hurt especially
in my elbows, ankles and hips. I have frequent pain in my right back under my
ribs.
Not
surprisingly, this $3 billion-a-year osteoporosis drug has been taken to
court. It's an old story isn't it? Just
when you thought it was safe to back to go into the water after Vioxx and the
other suspect drugs. However, there
are some natural - and even TASTY - ways you can help strengthen your
bones. 4 natural ways to build up bone
strength First, get some more calcium
into your diet by leafy green vegetables. Also cheese, sardines, seeds, nuts
and broccoli. Although perhaps not all in the same meal. Add to this some calcium supplements and your
bones will be laughing. (Not literally, of course). Secondly,. You should boost your intake of
vitamin D and magnesium. They can help prevent the loss of calcium from your
bones. This is particularly important after the menopause. Try adding
chickpeas, prunes and peanuts into your daily diet. Thirdly, avoid refined
carbohydrates and sugar. They acidify the blood and drain the calcium from your
bones. And finally.... this is the
tough one... but you should Do a bit more exercise. Now, by this I don't mean it's time to get
oiled up and enter a women's body building competition... but it's seriously
worth doing some gentle weight training.
Do a light session for about 20 minutes a day. Nothing heavy and check
with your doctor that this will be okay for you.
Yours as
ever, Ray Collins The Good Life Letter
[The above letter is free, just click as above and it comes in
about once a week.]
++++++++++++++++++++++++++
Timemark
announces(again!)
TIMEMARK LTD., A6 CALMOUNT PARK, BALLYMOUNT, DUBLIN
12
PHONE; 01.4092929 FAX; 01.4092930 EMAIL
sales@seiko.ie
ADVANCE NOTICE
INVITATION TO OUR CHRISTMAS BUYING
MEETINGS
OUR AUTUMN/WINTER COLLECTIONS WILL BE ON VIEW HERE AT
OUR SHOWROOMS AT CALMOUNT PARK,
FROM MONDAY
AUGUST 20Th – FOR 10 DAYS – TO
MONDAY – THURSDAY 09.00 – 21.00
FRIDAY & SUNDAY 10.00 – 17.00
WE CORDIALLY INVITE YOU TO ATTEND, TO REVIEW YOUR RANGE
SELECTION AND BRAND PORTFOLIO IN THE CALM SURROUNDINGS OF OUR OFFICES. FOOD AND
REFRESHMENTS WILL BE SERVED AND SHOULD THOSE OF YOU TRAVELLING SOME DISTANCE
WISH TO STAY OVERNIGHT; WE WOULD WELCOME YOU AS OUR GUESTS.
SEIKO SPRING DRIVE – SEIKO ELITE –
SEIKO
SEIKO CLOCKS
PULSAR – LORUS
DISNEY
NIKE TIMING – NIKE MONITORING – TEAM
NIKE VISION
D&G TIME – D&G JEWELS
BREIL TIME – BREIL JEWELS
MORELLATO STRAPS & BRACELETS
SEIKO BATTERIES – SEIKO OXFORD - SLP
A new Irish record for the men’s 200m was
achieved at Morton stadium Dublin on Saturday July 21st
++++++++++
Selling shop fittings
Galway and more.
Greetings Johnny,
As I already told you I'm
gettin' out. I have a fully equipped shop and workshop to sell, most of which I
will part with for little money.
.
Please Contact Kevin Woods
on 091 564205 or 0872463024.
Thank you and Thank you
Johnny for the facility.
Kevin
P S We will be closing the shop
on the 14th of August. There is a lot of display gear and cabinet’s which will
be given away for very little money. I have acres of glass shelving. There are
Mercury Vapor and Low Voltage lights. It would be a pity to put all of this in
a skip. Please call in or give me a ring.
+++++++++++++++++++++++
FOR SALE
THRIVING RETAIL
JEWELLERY BUSINESS
Quality
Tourist and loyal client base
Owner
retiring
Prime
Pitch City Centre (Dublin 2) Area
Reply
e-mail info@phelanprescott.com
or
telephone
B Geraghty 6764502
principals
only
++++++++++++++++++
New address for Reids of
Ireland
Dear
Johnny,
We have
recently changed address and thought you might like to include it in your next
newsletter email.
Reids of
Ireland P.O. Box 11095, Dublin 6W. Phone: (01)4907511 Fax: (01)4063541 Email: reidsofireland@eircom.net
Thank you
in advance.
Sincerely,
Alex
Reid
P S We do two ranges of jewellery. The first is a souvenir range
of Jewellery. The range comprises
Claddagh and Celtic souvenir jewellery in 10ct, 14ct and
Sterling Silver.
The Second range is a complete Christmas
range of Jewellery. This range
comprises Chains, Bracelets, Bangles, Dress Rings, Lockets, Crosses, Pendants
and Earrings all in 9ct Gold.
++++++++++++
Cancer
Update from John Hopkins
No
plastic containers in micro. No water bottles in freezer. No plastic wrap in
microwave... A dioxin chemical causes cancer, especially breast cancer. Dioxins
are highly poisonous to the cells of our bodies. Don't freeze your plastic
bottles with water in them as this releases dioxins from the plastic.
Edward
Fujimoto, Wellness Program Manager, said that we should not be heating our food
in the microwave using plastic containers... This especially applies to foods
that contain fat. He said that the combination of fat, high heat, and plastics
releases dioxin into the food and ultimately into the cells of the body...
Instead,
he recommends using glass, such as Corning Ware, Pyrex or ceramic containers
for heating food... You get the same results, only without the dioxin. So such
things as TV dinners, instant ramen and soups, etc., should be removed from the
container and heated in something else. Also, he pointed out that plastic wrap,
such as Saran, is just as dangerous when placed over foods to be cooked in the
microwave. As the food is nuked, the high heat causes poisonous toxins to
actually melt out of the plastic wrap and drip into the food. Cover food with a
paper towel instead.
++++++++++++++++++++++++++++
Stone setter required.
hi johnny, regarding our
conversation today I have been told that you are the man that can help me. I am
a manufacturing jeweller and repairer just setting up and I desperately need to
find a stone setter. I can do simple settings myself but anything more
complicated and I’m screwed. Here’s the rub I’m in Castleisland Co Kerry and
would like to have someone close to home so that I can offer a quick service.
There probably isn’t anyone very near but closer than Dublin would be o.k.
Please contact Neil on 0667142959 (h) or 0863140183 (m) or e-mail me back. Noreen.Riordan-Davies@students.ittralee.ie
+++++++++++++++
FIELDS JEWELLERS ANNOUNCES MAJOR UK
EXPANSION WITH ACQUISITION OF 31 STORES
Fields, a leading
jewellery retailer, announced a major expansion of its business into the UK
market with the acquisition of the Fraser Hart Group, the UK’s premier
independent jewellery retailer with 31 stores employing almost 500 people
throughout England, Scotland and Wales. The terms of the deal were not
disclosed.
The combined
businesses will operate 50 retail stores in the UK and Ireland, employing 800
people with a turnover in excess of €120m.
Fraser Hart carry
many prestigious brands including Rolex, Cartier, Bulgari, Chopard, Breitling,
Omega, Tag Heuer and Gucci, and is also a market leader in high quality diamond
rings and jewellery. Fraser Hart was recently voted UK ‘Jewellery Retailer of
the Year’ for the third time in just five years.
Mr. Noel Coyle, CEO
of Fields, said: “The acquisition of the Fraser Hart business in the UK
represents an excellent strategic development for Fields. It provides the Group
with an immediate large-scale entry into the UK market and offers us a platform
for significant future growth potential. Both companies share significant
operating synergies and market leading positions, with complementary brands and
product ranges, and an ongoing commitment to delivering superior customer
service”.
Fields Jewellers
will continue to develop its Irish retail portfolio. The Group opened a new
store in the new Whitewater Shopping Centre in Newbridge late last year and has
just opened a new store in the St. Laurence Centre in Drogheda in June of this
year. The Group also announced that it will open two further new stores in
October 2007 in the major new shopping centres in Kilkenny and Athlone. Shown
here is Fields shop in Dundrum Town Centre.
+++++++++++++++
Talking of quality.
My daughter Jen says that a new
pair of boot are “sexy” while the average item of jewellery is simply not so
“sexy”. In a pair of boots the main thing is that it looks well. Will they
last? Sure that’s a different and unimportant question compared to the “sexy”
feeling. People buy shoes in Spain and Italy all the time.
They ignore the fact that these abroad shoes are designed for fine weather
only, most of them. When the Irish rain hits them they go to pieces. But MEANWHILE you had had a good run in the
shoes. In many ways the same applies to jewellery. A quick purchase. An
enjoyable 3 weeks to 9 months while you wear it out all the time. The recycling
bin AKA the drawer where you keep those old “too good to throw out and too bad
to wear socks”.
I hope I am not quoting Noel Wall too much but
that is his philosophy regarding “traditional” jewellery. Noel says, stop him if he is wrong, that the
residual value of gold jewellery is perhaps 10% of the retail purchase
price. So a €1k item of jewellery can
not be scrapped for more than €100. So
why not bite the bullet and forget the “residual” value altogether and just buy
a fashion item. Wear it till it
drops…………….then drop it in the bin.
++++++++++++++++++
THIS IS A LAWYER TO LOVE!
Only in Louisiana - you have to love this
lawyer -
A New Orleans lawyer sought an FHA loan for a
client who lost his house in Hurricane Katrina and wanted to rebuild. He was
told the loan could be granted if he could prove satisfactory title to the
parcel of property being offered as collateral. The title to the property dated
back to 1803, which took the Lawyer three months to track down.
After sending the information to the FHA, he
received the following reply: (Actual
letter):
"Upon review of your letter adjoining
your client's loan application, we note that the request is supported by an
Abstract of Title. While we compliment the able manner in which you have
prepared, and presented the application, we must point out that you have only
cleared title to the proposed collateral property back to 1803. Before final
approval can be accorded, it will be necessary to clear the title back to its
origin."
Annoyed, the lawyer responded as follows: (Actual Letter):
"Your letter regarding title in Case No.
189156 has been received. I note that you wish to have title extended further
than the 194 years covered by the present application. I was unaware that any
educated person in this country, particularly those working in the property
area, would not know that Louisiana was purchased, by the U.S. , from France in
1803, the year of origin identified in our application.
For the edification of uninformed FHA bureaucrats,
the title to the land prior to U.S. ownership was obtained from France , which
had acquired it by Right of Conquest from Spain . The land came into the
possession of Spain by Right of Discovery made in the year 1492 by a sea
captain named Christopher Columbus, who had been granted the privilege of
seeking a new route to India by the Spanish monarch, Isabella .
The good queen, Isabella, being a pious woman,
and almost as careful about titles as the FHA, took the precaution of securing
the blessing of the Pope before she sold her jewels to finance Columbus '
expedition. Now the Pope, as I'm sure you may know, is the emissary of Jesus
Christ, the Son of God; and God, it is commonly accepted, created this world.
Therefore, I believe it is
safe to presume that God also made that part of the world called Louisiana
. God, therefore, would be the owner of origin and His origins date back to
before the beginning of time, the world as we know it AND the FHA. I hope
you find God's original claim to be satisfactory. Now, may we have our
loan?" (The loan was approved!)
+++++++++
You can
successfully delegate almost EVERYTHING in your business. (According to one
guru.)
But if you get "addicted" to delegating things, or you delegate ONE
thing that you shouldn't, you can find yourself in a very expensive
situation. Here are five things that you
should NEVER delegate (not entirely, anyway).
NEVER
DELEGATE YOUR MARKETING
If you want to build a business, then you're going to need to get used to the
idea that you're not in business, you're in MARKETING. And, in my view,
marketing is everything from designing
products that people are LOOKING FOR...to creating names and "tag
lines" that make people want to BUY THEM RIGHT NOW. Marketing is VERY easy to delegate.
Why? Because EVERYONE wants to do the
marketing. Try this quick test:
Call up ANYONE you know, whether they work with you or not, and say this to
them: "Hey, will you help me come up with some marketing ideas right
now?" YES! Yes, I can! Or write an ad, and ask the next three
people you talk to what they THINK of it.
You're going to love the answers...
"I wouldn't respond to that ad"
"I think women will like the pink headline"
"I think it needs a picture of a puppy"
It's incredible. It's possibly the most important area of
business, and EVERYONE wants to put in their two cents. You'll notice that NONE of the people you
talk to will say "I'm not a trained marketing expert, so I recommend that
you find an experienced professional,
and ask them." The most
DANGEROUS person to ask? Someone who is
a DESIGNER. I'm talking about the person who uses the desktop publishing
software program to "lay out" the ad, fit it into the right size
space, add the correct typeface, etc. Designers just LOVE to give free advice
about what makes a "good ad."
I remember about 5 or 6 years ago when I was first growing my current business,
and I'd get emails from graphic designers that would say "Hey, I'll
redesign your website if you'll give me some of your products for free." I
would write back: "Great! Here's the deal. I've been studying Direct
Response Marketing for about seven or eight years now, and I've been testing
all of the elements of this website to optimize the conversion. I've probably
tested fifty combinations of copy, design, typeface, etc. but if you think you
can beat it, then take a shot. I'll test anything!" No takers.
Next time someone wants to "take over" your marketing, just say
"Great, let's figure out how to measure the conversion of everything you
do, and let's shoot for a return of at least 100% on every marketing dollar we
spend on the front end, OK?" Get ready for the typical "Well, I've
heard that you have to get your name out there, and that people don't buy until
they've seen an ad at least seven to ten times..." answers. My point: Get people to HELP you with your
marketing, but NEVER delegate it 100%. That's when your response will start to drop.
NEVER
DELEGATE YOUR MONEY
As it turns out, we entrepreneurs have
something in common...We LIKE to make money, but we HATE to actually "deal
with" the money on the way to "making" it. How much did we spend on that advertisement,
and how much did we make in return? What percentage of our monthly cash flow
are we investing in our team of employees?
What is our profit margin on a monthly basis? These sound like questions for
ACCOUNTANTS, don't they? Well they're not. These are questions for YOU. These
are the things YOU need to know if you ever want to have a prayer of growing a
huge, strong company. Just like delegating your marketing to a designer, you
can very easily delegate your cash flow and your budget to a bookkeeper.
They'll gladly accept the responsibility! Why? Because that puts their hand on
the wheel of YOUR BUSINESS.. If you want to delegate something in this area,
then delegate the COUNTING of the money and the TRACKING and REPORTING of the
money. Never the spending of it.
When your business has 50 people working for it, and you have four departments... with experienced business
experts running each department... THEN you can consider delegating some of the
spending and budgeting. Until then, YOU WATCH YOUR MONEY LIKE A HAWK. Oh, and
sign ALL of your own cheques. I still do it to this day.
NEVER DELEGATE
LEADERSHIP
Quickly, let me cover the difference between "management" and "leadership"...Management is
planning the details of how to do a project, overseeing the details of every
part of it, and making sure each piece is done on time. It's MANAGING the
project. Leadership is saying "I am looking into the future, and I think
we're going to need to do a project. Here's what it is, and what it will look
like when it's finished. Can you take this project and MANAGE it to
completion?" Leadership is looking into the future, seeing what's coming,
telling your team about it, making sure everyone is going in the right
direction, and keeping ALIGNMENT in your business. Management is making sure
that everything gets done when and how it's supposed to get done, that projects
are being reported on and updated regularly, and that everyone knows what's
going on. Once you start delegating the management of projects and tasks, it's
VERY easy to get lazy and want to delegate EVERYTHING. "You figure it out,
and call me if you need me."
Every entrepreneur's ultimate fantasy, isn't it?
If you walk into your business one day, and you find that no one cares what you
think anymore, it's probably a sign that you've been either consciously or
unconsciously delegating leadership. You've been trying to get other people to
figure out what needs to be done. It will freak you out if and when it happens.
Leadership isn't something that takes a lot of TIME, but it's something that,
if you DON'T do it yourself, will cause a loss of confidence in YOU, and a loss
of focus in your business. Remember, delegate management, but don't delegate
leadership. HINT: I heard a great saying a few years ago. It went something
like this... "Hire people that need leadership, not management."
Think about it. Doing that one thing will make you a TON of money.
NEVER DELEGATE
DEVELOPMENT
Here's a distinction: It's the difference between TRAINING and DEVELOPMENT. If
you follow the advice that I give, then you are already on the lookout for
"Star" employees. One of the things you're going to notice when you
start hiring and working with high-caliber people is that they want to EVOLVE.
They want to develop. To them, what they LEARN is more important than the MONEY
that they make. Really. When these people come to work with you, you're going
to need to both TRAIN them and DEVELOP them.
Training is teaching them what they need to learn in order to work the systems
in your business. Development is what they need to evolve THEMSELVES on a
personal and professional level, so that they can do the NEXT LEVEL job later
on. It doesn't matter who TRAINS them (as long as the training is good, of
course). But your Stars want development feedback from YOU PERSONALLY. They
want to know what you think of their work, their style, their strengths, their
weaknesses, and everything else.
NEVER DELEGATE
"CULTURE"
The "culture" of your business is the combination of values,
attitude, and "vibe" of your team. It's important that you ALWAYS
stay involved, and keep making sure that everyone knows that you care, that
you're committed to delivering high-quality products and services, and that you
stand for integrity. Here's a phrase to write on a post-it note to put on your
computer for a week or two: "Delegate the organization of your people, but
never the inspiration of your people."
++++++++
Big Sale.
Was talking to a customer
who is now retiring at age 65. In the course of conversion I mentioned that he
was having a sale and how was it going for him. “Great!” he said” I should have
done it years ago………….a BIG sale I mean”. I asked him why. A couple of reasons,
he said. “Firstly it gets rid of obsolete stock if you have a good discount on
old and tired lines and secondly it brings in people who would not usually shop
with you ………….…..but the low prices in the sale will drag them in. They may
then become new and useful customers.”
(And if you do not do it then maybe your competitors will do it to you!)
And the thing that he
regretted most about all his years in the trade?? “I did not charge enough for
repairs” he said” I loved a challenge and would keep working until I got a
difficult job successfully completed. But in all too many of these tricky
repair jobs I never charged enough. I should have quoted them a bundle and if
they wanted the job done then I would have been properly paid”. Nuff said!
+++++++++++++++++++
One of the more
amusing things about life is to
watch people carrying on with their life as if the had another one spare in the
bank. Which is probably why some ancient people are now skiing 3 times a year.
+++++++++++++++++
Gift Voucher.
A customer called me to
tell me of a story about a person who ordered a €1k (that will be 1,000 Euro)
gift voucher over the phone. A girl would collect it on his behalf, his name
was Garda Ryan and he would be in Court all day and would send his girl
fried/wife to collect the voucher and she would also select and purchase
something nice for under €1k.
First point of interest is
that my customer is extremely savvy and was aware of no Garda Ryan who might
still be working in the force in her area. And there was no court on that day
anyway. Meanwhile the “customer” was sending in his girl friend or wife to
collect the voucher against a credit card issued by AIB (as I understand it).
The cops were notified and turned up in time to question the girl. The card was
queried with the issuer and was declared OK. The cop said to tell the bank that
the card MUST have been stolen but the authorizer in the bank said that the
card was “most certainly OK”. A supervisor who was roped in repeated the line
that the card was OK and in a most aggressive tone. It did not ever seem to
have occurred to either the card lady or her supervisor that some poor punter
had lost his card and that he was about to be deprived of a thousand Euro.
+++++++++++++++
Workshop suggestion.
When using this hammering tool to beat the pins out of reluctant watch
bracelets you might try putting a wad of paper into the hole where you put the
tip before you insert the tip. I have not tried it since I do not use the tool
myself but it is rumoured to enable you to remove the broken tip. Otherwise it
is often impossible to get the stub of the tip to come out as it often breaks
off flush with the top of the tool. Did I ever mention the you might consider
buying a second tool and fit it with just HALF of a tip. This will allow you to
hit the resulting short tip really hard without the danger of bending it. This
gives you 2 tips for the price of one. Then you push the pin in the watch
bracelet out the rest of the way with the full length tip.
Advertisement for Findings Ireland.
Did we tell you that we have a range
of spring bars that run from 25 mm to 40 mm for those larger watches? Well, we have them. We sell them in single pieces.
E.&
O. E.
Enjoy
the final arrival of Summer.