jeweler, it’s not just about a single purchase. We’re there when your kids enter college, when they graduate, and for the engagement.”
Cash flow is also key, says Nelson: “Our business is cyclical; 60% to 75% of our revenue is generated from October through February.” Nelson is vigilant about employing customer relationship management processes that gauge spending trends. He also makes follow-up calls to customers, which in one instance resulted in a change to the return policy when a customer informed him it was too rigid. “Our customers trust that we provide an honest opinion and quality product,” he says. “If we err in either of those two areas, they’re out the door.”