Counting your customers

In retail we can never really know how many potential sales have slipped through our fingers. Resident columnist Leonard Zell explores how you can identify lost sales and avoid more of them happening in the future

I have asked jewellers of they count their customers for 25 years and the answers I always get range from, “I am not sure, I’ll have to look it up”, to “I’ll ask my manager”. No one knows! However, a few jewellers have told me anywhere from 70% to 80% of their customers are sold, but when I ask them, “who do you count as sold customers?”, they answer, “customers who really came into buy.”

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