Columnists

Squirrel Spotting: 5 More Pointers From ‘The Sales Minute’

ColumnistsAug 03, 2021

Squirrel Spotting: 5 More Pointers From ‘The Sales Minute’

Peter Smith shares additional tips from his new book, which include thoughts on avoiding negative people and using hand gestures.

2021_Peter Smith.jpg
Peter Smith is president of Memoire and Hearts On Fire. He is author of three books, “Hiring Squirrels,” “Sell Something,” and his most recent, “The Sales Minute.” Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
My column last month introduced five pointers from my latest book, “The Sales Minute: 101 Tips for Retail Salespeople.”

To kick off August, we thought it might be fun to repeat the format for this column by featuring five additional pieces of advice from the book.

If you’d like to read all 101 tips, you can buy “The Sales Minute” from Amazon, Barnes & Noble, and other places where books are sold.

Note that the tips in the book aren’t arranged in any particular order, which I hope will encourage salespeople to open to a given page at any time and put that tip into practice that same day.

This article reflects the random pattern.

Use Hand Gestures
Effective communicators use their hands more when they are speaking. It makes them appear warmer and more relatable. 

People who hide their hands, hold them in a static position, or keep them in their pockets are perceived as less engaging and, perhaps, even threatening. This goes back to our genesis, when we needed to see the hands of approaching strangers to determine if they were carrying a weapon. 

Practice using your hands to communicate. Watch TED talks and notice how often the best communicators use their hands. 

In a post-pandemic world, when shaking hands may become less ubiquitous, showing, and using, your hands to communicate will be more important than ever.

 Related stories will be right here … 

Practice Turnover
Studies show that when we meet someone, we make decisions about them in one-tenth of one second.

Given that, the notion that any one salesperson will connect with every single customer they meet is egotism personified.

Unfortunately, some salespeople see turnover as a personal failure and having to give the customer to a colleague is akin to rubbing salt in the wound. That is not the case.

There are many reasons why a customer might feel uncomfortable with a salesperson, and most of them are not remotely conscious. Plan to turn over customers when the dynamic seems off, whether you’ve just greeted them or have worked with them for a few minutes.

Practice “pulling in the expert” as you introduce the customer to your colleague when you feel like someone else might better connect.

Sell What’s Healthy for the Business
In a perfect world, all products in a store would be equally profitable. That, however, is rarely the case. 

Out of necessity, many stores carry products that, on their own, would not provide enough profit to sustain the business. 

The brands or products are deemed necessary to support the broader business objective but can place a drain on margins and profitability if they constitute too large a proportion of overall sales. 

Blindly reaching for those products, especially if they are at lower price points or loss leaders, can put an unnecessary strain on the business. 

Salespeople should know what categories, brands, or products are deemed essential to the profitability of the business and ensure those products are front and center when they align with the customer’s needs.
Avoid Negative People
There is no value whatsoever in choosing to associate with chronically negative people.

We all have an occasional bad day or a tough moment when we need to vent, but some people seem to have been born to complain and they must be avoided at all costs.

Negativity begets negativity, and the endless cycle of complaining, under-performance, and anticipated and realized disappointment becomes self-fulfilling, not just for the complainer but also for people within their orbit who allow themselves to be pulled into the emotional abyss.

Choose carefully who you spend time with, and avoid or limit your exposure to negative people.

Your sanity will thank you for it.

Don’t Spend From Your Own Pocket 
The reason we explore our customers’ motivations, needs, and desires is to understand what they want and, in the process, to understand what value proposition is most important to them.

Customers bring all sorts of psychological triggers into their shopping experiences, and we cannot make assumptions about what those triggers are without doing the work. 

Believing that your customers see value the same way you do is a mistake that is devoid of context and presumptuous. 

Do your job in uncovering their motivations; don’t spend from your own pocket. 

I hope you enjoyed these tips, and I wish you all good health and a happy summer!

Peter Smithis an industry consultant, speaker, and sales trainer, and author of 3 books on sales. Reach him at TheRetailSmiths@gmail.com.

The Latest

Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

Guinness
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Gina Ferranti
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.

Weekly QuizJul 10, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Rio Tinto Chief Executive Simon Trott
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at Diavik

Production at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.

Jewelers of America Learning Workship Logo
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This Fall

A new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Gold bracelets and bangles
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers List

The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.

Buccellati Opera high jewelry bracelet
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

Rolex Datejust ref. 16233
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

Jean Dinh Van Orgue Ring
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With Exhibition

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.

Jake Duneier and Danielle Duneier
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth Generation

Jake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.

Boucheron Impermanence Boucheron Dragonfly Earrings and Wisteria Hair Piece
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s Impermanence

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

James Avery Cedar Park
MajorsJul 15, 2025
James Avery Expands to 2 More States

The Texas-based jewelry retailer has set up shop in Tennessee and Arizona.

Eric Ford, Couture’s new brand director and former fine jewelry buyer at Neiman Marcus
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director

Eric Ford will step into the role, bringing with him decades of experience.

Bench jeweler holding a ring and a tool
IndependentsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic Manufacturing

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

Guzema Celestial Blue
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone Jewelry

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

Nanis Mykonos Store Exterior and Interior
MajorsJul 14, 2025
Nanis Opens First Store

The seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.

Long’s Jewelers Summer of Love promo
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s Jewelers

The New England jeweler is hosting a bridal event for the month of August.

Ethical Gem Fair
SourcingJul 14, 2025
Ethical Gem Fair Heads to Seattle

The trade-only event will host its debut fair in the Emerald City later this month.

The Edge and The Edge Retail Academy Logos
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in September

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

Miseno Arco Earrings
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ Earrings

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

James Avery Texas charm
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief Efforts

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

Kelly Osbourne Engagement Ring
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as Honey

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

Penny Preville Anniversary Bangles and Penny Preville
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry Design

The brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.

Exterior shot of Alvin Goldfarb Jeweler in Bellevue, Washington
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb Jeweler

Goldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy