Tips for Increasing Your Profits with Gift Certificates
Tips for Increasing Your Profits with Gift Certificates
by Rena Klingenberg
http://www.home-jewelry-business-success-tips.com
Offering gift certificates is an excellent way of increasing sales by solving your customers' gift-giving problems. Often people would like to give your products as gifts, but are hesitant to choose a specific item for someone.
I'm a jewelry artist, and when I realized I was losing sales to these potential customers, I started offering gift certificates - and discovered a wonderful sales tool.
Wherever you sell your products - at retail locations, shows, home parties - be sure to have an eye-catching sign advertising "Gift Certificates Available in Any Amount". And tell undecided customers about it verbally, too, emphasizing the benefits of a gift certificate, and how much their recipient will enjoy choosing the exact item they want.
How to Make Your Own Gift Certificates
Use your computer and printer to make special, fancy certificates using perforated paper or postcard stock you can find in office supply stores, and have matching fancy envelopes to go with them. They don't need to cost you very much, but they should really look like a special, festive gift to give them extra appeal!
Consider adding enticing photos of some of your most popular products. My gift certificates have a neat vertical border of jewelry photos on each side.
Here's the information your gift certificates should have on them:
-your business name and location, plus other contact info
-a "To:" line
-a "From:" line
-an "Amount:" line (for the dollar amount)
-"custom orders welcome", if applicable
-the expiration date, if you want to limit the time period the certificate can be used
-the certificate's unique number - on your computer or by hand, print a unique number (101, 102, 103, etc., or whatever numbering works for you) on each certificate's bottom corner, so each can be individually accounted for.
When you sell the certificate, you should write the dollar amount and expiration date (if any) on the certificate yourself, and then have the person purchasing the certificate fill out the To and From lines, so it will be in their own handwriting for the recipient to see. Then enter the certificate's information in your log.
How to Keep a Gift Certificate Log
It's important to keep a log of each gift certificate you sell. Keeping a record of each certificate sold will ensure that you don't wind up honoring a counterfeit certificate, or one with a changed dollar amount when someone comes to use it. My log has 6 columns, and for each certificate I sell, I record in my log:
-the certificate's unique number
-the purchaser's name
-the recipient's name
-the date sold
-the dollar amount of the certificate
-the date redeemed
-optional seventh column: expiration date.
I keep my log sheet and a stack of ready-to-sell certificates together in a two-pocket folder, along with a fancy pen for filling out the gift certificates in style when they're sold.
Use Gift Certificates to Their Fullest Profit Potential
Gift certificates can be a great source of back-end sales. When the recipient comes to redeem the gift certificate, it's easy to sell her an add-on item or two. Often she is already predisposed to splurge on something to go with the item she's getting for free with her gift certificate, and needs only a little encouragement from you to purchase extras. For example, in my case, the recipient will often purchase matching earrings to go with the bracelet she gets for free with her gift certificate. So be sure to show enticing things to the recipient that could accompany the item she chooses for her gift!
Use a gift certificate sale as an opportunity to add two new customers to your mailing list: the person who purchased the certificate, and the person who received it. Obtain permission from each to add them to your mailing list. Both of them are now pre-sold on your products, your service, and especially on your solutions to their gift-giving problems. There's a good chance they will respond favorably when they receive a special offer from you before gift-giving holidays.
Jewelry artist and publisher of http://www.home-jewelry-business-success-tips.com , a free online resource of articles and tips to help jewelry artists achieve their goals.
Lubov (Luba) Warrack, Dedicated Silversmith and Jeweler
Susi at Jewelry Crossings
Lubov (Luba) Warrack, a dedicated silversmith and featured jeweler on jewelrycrossings.com, quite amazingly arrived at the jeweler's bench via the science lab.
In fact, Luba came to the United States from her homeland of Russia in 1990 on a research grant. A graduate in biology from Moscow State University, she received a Ph.D. in neurophysiology from the Russian Academy of Sciences. When her research was completed at a university in North Carolina she wanted to become a university lecturer, but was told her Russian accent would present a problem.
Luckily, at the same time Luba was involved in scientific research back in Moscow, she was also pursuing a parallel interest in and fascination with jewelry making. She successfully completed an apprenticeship with Evgeny Butorov, silversmith and restoration expert at the Moscow Historical Museum from 1979 to 1982, working on icon mounts in gold and silver filigree. So when her work in academia was ending, Luba decided to take her jewelry making talent to the next level. Soon she was selling her pieces of sterling silver earrings, pendants, bracelets and rings at local jewelry shows on the east coast.
Some of Luba's early work concentrated on the classic Russian filigree she had learned back in Russia, but soon she found herself experimenting with contemporary styles and the innovative techniques in silver making. She studied plique-a-jour enameling with Valeri Timofeev at East Carolina University and reticulation techniques at Duke University under Mary Ann Scherr.
Today Luba's artistry still excites the beholder with intricately woven filigree patterns, inspired by her training on Russian historical icons. But her creative energy also finds a home in a fascinating technique called "reticulation" which transforms the surface of her sterling silver pieces into a creased, crepe-like texture. She especially enjoys making ribbons of sterling silver and weaving them into custom bracelets and pendant mountings. Often she imports rare Russian gemstones not readily found in North America, as well as the more familiar like amber, and incorporates them into her contemporary designs.
Citrine Silver Pendant In the past ten years Luba has exhibited her work at numerous shows from New England to California and has won many awards including Best in Jewelry Category at the Virginia-Highlands Show in Atlanta; Best in Show at the Cityfest, Charlotte, N.C.; and Best in Category at the Art on the Lawn, Richmond, VA.
Luba makes her home with husband Giles, a mathematics professor, in Greensboro, N.C. You can see Luba's work by visiting www.jewelrycrossings.com and clicking on her gallery called "From Russia with Luba."
- Susi, Silver Jewelry Crossings
For twenty-two years I have been involved in the gemstone and jewelry trade-first as owner of an incorporated company in Singapore, then Thailand, and for the last ten years in Northern California. Throughout my career my reward has come from the knowledge that I have gone the extra steps to ensure my customers' absolute satisfaction.
