Craig Nann, of Gemstones Unveiled (Newport, Rhode Island) and his wife provide custom-designed gemstone jewelry to their clients, at great prices. Integrity, pride and diligent service have built them a thriving home-based business.
They’ve helped me formulate these 7 tips for entrepreneurs:
- Know your product; more importantly, understand its value. You need to convey why your customers should spend their hard-earned money or invest their precious time in hearing about what you’re selling.
- But don’t sell. Consider yourself an educator. Give your customers an education in truth and you’ll empower them to make the right decision for themselves.
- Listen to your customers–they’ll tell you what they need. When listening, it’s your job to discern what is the best thing for your customer. This assumes you are an honestly caring person!
- Then offer to provide that best thing, with integrity. Don’t fake it–give them exactly what they need! And be honest if you’re not the person who can provide what they’re seeking.
- Respect and honor your customers’ values and desires–above all, respect their budget. If you sincerely respect them, they’ll value your relationship.
- Act with integrity, always, always, always. Always. Integrity builds customer loyalty and referrals, through trust. Longevity is possible only in a relationship based on earned trust.
- In all sales opportunities, you make or break an honest connection with people (you form a positive or negative relationship) in a short time. This too depends upon the depth of your integrity–the way you behave, day and night, alone, with family, and in public. Your integrity, or lack of it, is the bone-structure that shapes your business and determines every move you make. While compliments and flattery might be false (and people can generally see through them), integrity can never be faked.
Gemstones Unveiled has a mission to be matchmakers. They seek to pair a gemstone of the client’s preferred color, cut and price-range, to an occasion. From this pairing, a story is born.
A woman tells her granddaughter, Your grandfather bought this 3-carrat sky blue topaz pendant for me on our tenth wedding anniversary.
The jewelry, and the story, will be be passed on to descendants as an inheritance and heirloom.
On her granddaughter’s wedding day, the woman gives the pendant to the young bride, saying, I hope your marriage will be as long and as happy as ours has been.
Therefore Craig and his wife see their mission as almost-sacred. The gemstone they provide MUST be worth the price; it must be an authentic mined stone (not simulated) and it must have value. Their investment in truth and integrity has built them a loyal, growing customer base. And their integrity encourages me to dream of a wonderful world, in which the delivery of truth and authentic value becomes the mission of every entrepreneur.
What’s your product (maybe it’s your blog)? How might you apply, or how have you already applied, any of Craig’s tips to your enterprise?