How NOT to Compete with Mall Stores, Part 2

So, what happened when my wife took her damaged ring to a jewelry store in an adjacent mall?

1) The sales person remembered her from a previous purchase and greeted her by her first name.

2) The sales person asked how I--by name--was doing.

3) The sales clerk sympathized with my wife's concern about the loose diamond and complimented her on taking action before it fell out.

4) The setting was tightened up on the spot....for free.

Lessons? A small town, downtown location and higher quality products, aren't enough if accompanied by a lack of empathy and tact when dealing with customers.

Guerrillas must constantly examine their own behavior from the customer's point of view, not a "holier than thou" attitude based on product superiority.

As Jay has often said, "Marketing is anything customers want."