Ok….now that I have your attention, the truth is that you can’t beat the internet, but you can competitively compete with the internet in your brick and mortar store.

The simple fact is that the internet is here to stay. You challenge is to provide the same features of the internet AND more.

Information, information, information. Give it away graciously and with a smile. Educate your customers, especially the new potential customers, on diamonds and jewelry and they’ll come back for more knowledge. The internet gives away as much information as you’re willing to read.
Be friendly and take an interest in a potential customer. When a young man comes into the store and says he is looking for an engagement ring, don’t just ask what he wants or has to spend. Congratulate him and ask him about his girlfriend or how he intends to pop the question or just something that helps you build a personal relationship with the customer. You want to become HIS jeweler.
This one’s hard but you have to do it. LOWER YOUR PROFIT MARGINS on diamonds. The simple fact is that companies are selling on the internet for very close money. The profit is not in the center stone anymore…..but adding a nice diamond semi-mount to complement the center diamond is where you can make a decent profit.
Learn how to close a sale. Closing a sale WITHOUT sounding like too much of a salesman is a skill. Learn that skill and you will convert the lookey-loos and tire kickers into satisfied customers. Remember, their going to buy a piece of jewelry somewhere……why not your store.
I know I make it sound easy and simple and its not. But in today business climate you need to take a new approach and re-sharpen those skills that you first used when you opened your store many years ago.

Stan