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

Stafford’s Diamonds closing ad
IndependentsMar 14, 2025
Stafford’s Diamonds in Ohio to Close After 40 Years

The Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.

Alan Zimmer
Events & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter Award

Reeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.

Sorellina’s Aries Zodiac Pendant
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac Pendant

The piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the Future

Supplier Spotlight Sponsored by GIA

Tanishq Atlanta store
MajorsMar 13, 2025
Tanishq Opens 2 New Stores in the U.S.

The Indian jewelry brand recently opened stores in Atlanta and Seattle.

Weekly QuizMar 14, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Woman wearing Brilliant Earth jewelry
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement Recovery

CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

Chopard Insofu emerald collection
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Chris Anderson
MajorsMar 13, 2025
Jewelers Mutual Names New CFO, Treasurer

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.

Jewelers of America’s new natural and lab-grown diamond brochure
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

A rough diamond and a polished diamond
SourcingMar 12, 2025
5 Factors That Will Impact the Diamond Industry in 2025

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

New Gem & Jewellery Export Promotion Council Chairman Kirit Bhansali
SourcingMar 12, 2025
Q&A: New GJEPC Chairman Kirit Bhansali

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 12, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Diamonds Do Good honoree Govind Dholakia at medical camp
SourcingMar 12, 2025
Indian Leader, Retailer Among 2025 DDG Honorees

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

Marla Aaron Liberty London Shop-in-Shop
IndependentsMar 12, 2025
Marla Aaron Migrates to London

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

Medieval sapphire bishop ring
AuctionsMar 12, 2025
A Medieval Bishop’s Sapphire Ring Is Going Up for Sale

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

JA New York sign
Events & AwardsMar 12, 2025
JA New York Announces Education, Live Demo Lineups

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Jewelers Vigilance Committee annual luncheon 2025 logo
Events & AwardsMar 12, 2025
Bogolo Joy Kenewendo to Speak at Annual JVC Luncheon

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

Jaythan Lawrence Gilder and body scan
CrimeMar 11, 2025
Man in Florida Swallows Allegedly Stolen Tiffany & Co. Jewelry

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Marco Bicego 25 Years Campaign Isabeli Fontana
CollectionsMar 11, 2025
Marco Bicego Celebrates 25 Years With Collection, Campaign

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Hill & Co The List
TechnologyMar 11, 2025
Hill & Co. Launches New B2B Buyer Database

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

Amy-Elise Signeavsky GIA
Events & AwardsMar 11, 2025
JSA to Honor GIA Employee at Annual Luncheon

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Picture of Terry Chandler, president and CEO of the Diamond Council of America
MajorsMar 10, 2025
Terry Chandler to Retire After 24 Years as Head of DCA

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

MaeVona King of the Mountains Torc
CollectionsMar 10, 2025
MaeVona Co-Founder Debuts 3D-Printed ‘Tùsaire’ Collection

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

The Jewelry Symposium 2025 Scholarship Winners
Events & AwardsMar 10, 2025
The Jewelry Symposium Announces 2025 Scholarship Winners

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

Gem Awards New York City
Events & AwardsMar 10, 2025
These Designers, Journalists, and Retailers Are Up for a Gem Award

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.

Jane Fonda, America Ferrera, Mariska Hargitay, Laura Harrier, Mattia Furlani, Gianvito Martino, Sabina Belli in Pomellato International Women’s Day campaign
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD Campaign

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.

×

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