What’s more, many are difficult to open and to reseal, and let’s not forget the multi-dial, multi-battery and multi-screw back models that consume so much time.
Lots of our customers want their batteries changed on the spot and resent the price they pay, and yet they can’t do without them. Then there is the need to explain about pressure testing on every waterproof model.
“No, I never go in the water with it on,” the customer says. “Just whip the back off and stick in a new battery mate.”
Yeah right! And who will get the stick when it fills with water after a day at the beach or a hot shower?
Yes, changing watch batteries sure can be annoying. Perhaps not so annoying though, when, at the end of a slow day, those ten battery changes are bringing in $150 cash at a massive gross profit. Or what about the watch that a new battery just couldn’t fix? Did you get an expensive repair job out of it or, better yet, sell a replacement to the customer?
While it mightn’t be the most popular of tasks, watch battery changes are definitely not considered an annoying chore in our store. They are considered an opportunity, a chance to engage with customers, get them to look at our stock, make them happy with great service – don’t forget the smile – and a chance to make a good profit. Now that I think about it, I sure hope no one else in our town starts taking this approach.
Creating Opportunities
In the world of retail, one of the hardest things to do is attract people into your store, get them to walk right down to the back counter and then wait around for 10 to 15 minutes looking at your product offering; however, watch battery changes do just that, and then pay you for the privilege. You can also probably make the best mark-up of anything in the store!
Instead of thinking that the time you spent working to change the battery of a watch that still wouldn’t go was a wasted effort, look at it as a chance to sell the owner of that defunct watch a new one.
When the “guesstimate” of a repair is approaching $100 or more, we always suggest that the customer considers investing that repair cost into a new timepiece instead.
Our strike rate for this is bordering on 80 per cent. We provide the service and get the rewards. Those who don’t offer this service miss out on the opportunity.
Do you have customers that come in with cheap bargain-store watches? Don’t be put off. You can charge a little extra for battery changes if it’s not a mainstream brand, or if it wasn’t purchased from you. It’s an opportunity to point out the poor quality of a timepiece as a new battery can often cost more than the actual watch.
Battery changes also give you a chance to inspect the watchband. If it’s failing or just plain filthy, there’s a great chance to sell a new band here also. I had a customer the other day, for example, who ordered a new watchstrap that was coming from overseas and was going to take a while. I suggested looking at our range with a view to purchasing a second watch to use in the meantime. He had a bent for tough and reliable timepieces and ended up spending more than $500. On the “second” watch!
While customers are waiting for the battery change, why not slow down the repair process slightly and introduce them to your fashion brands? Women especially are buying watches as fashion accessories. How could they resist a new purchase – or at least start thinking about a new purchase – after drooling over your beautiful stock?
You don’t need to stop at watches either. Encourage staff to engage in conversations with the customer while they’re waiting. Who knows? Maybe they’re in the market for a new piece of jewellery? Or perhaps staff will plant an idea in the consumer’s mind regarding a gift for a friend?
So you see, the opportunities really are endless ... meaning the next time someone enters your store asking for a watch battery change, there will be no need for eye-rolling.
The “annoying” watch battery is actually a sales opportunity just waiting to happen!
Name: Monty Knight
Business: Knights the Jewellers
Position: Managing director
Location: Kaitaia, New Zealand
Years in industry: 27 years