ColumnistsNov 16, 2021
Reddit 101: How Jewelers Can Engage With Younger Customers ColumnistsNov 23, 2021
When Did You Know You Wanted To Be in Sales?
A question from an astute young relative has Peter Smith pondering this question in his latest column.
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.
“When did you know you wanted to be in sales?”
I was fascinated by the question, asked by my nephew, Jake, a senior at Santa Clara University.
No one had ever asked me the question before and there was no quick or easy answer.
There are, of course, poignant moments along the way that stay with us throughout our career, and I began to recall some of them as I pondered Jake’s question.
One such moment was when working at Colibri back in the mid-1990s.
As a “non-salesperson,” I had made a huge sale of pens to a giant office supply chain. Our rep for the area had not had any success with that account so I got personally involved as the marketing director for the category and made the important sale.
Later that day, the president of Colibri asked me how my appointment had gone. Acting as if I’d “been there before,” I casually replied with the details of the order.
Without missing a beat, he said, “That ain’t shit. Come back to me when it sells through.”
I did an about-face, barely containing my irritation, and walked back down the hall to my office.
In the minute or so it took me to get there, my annoyance turned into a wide smile, enlightened, even energized, by the realization that, as curt as his response had been, I had just received a sales education.
Sales should never be about sell-in.
Then there was the time, 10 years earlier as a young salesman at Tiffany & Co. in Chicago, when I sold my first Breguet watch.
I remember the look on the customer’s face when I told him a short story about Napoleon Bonaparte having owned a Breguet. That quick story was more impactful than any facts or features I could’ve shared with him.
Stories matter.
I was fascinated by the question, asked by my nephew, Jake, a senior at Santa Clara University.
No one had ever asked me the question before and there was no quick or easy answer.
There are, of course, poignant moments along the way that stay with us throughout our career, and I began to recall some of them as I pondered Jake’s question.
One such moment was when working at Colibri back in the mid-1990s.
As a “non-salesperson,” I had made a huge sale of pens to a giant office supply chain. Our rep for the area had not had any success with that account so I got personally involved as the marketing director for the category and made the important sale.
Later that day, the president of Colibri asked me how my appointment had gone. Acting as if I’d “been there before,” I casually replied with the details of the order.
Without missing a beat, he said, “That ain’t shit. Come back to me when it sells through.”
I did an about-face, barely containing my irritation, and walked back down the hall to my office.
In the minute or so it took me to get there, my annoyance turned into a wide smile, enlightened, even energized, by the realization that, as curt as his response had been, I had just received a sales education.
Sales should never be about sell-in.
Then there was the time, 10 years earlier as a young salesman at Tiffany & Co. in Chicago, when I sold my first Breguet watch.
I remember the look on the customer’s face when I told him a short story about Napoleon Bonaparte having owned a Breguet. That quick story was more impactful than any facts or features I could’ve shared with him.
Stories matter.
“The answer to Jake’s question is nuanced. There’s rarely a time, or sudden revelation, when people decide sales is for them.”
Or it could have been the first time a customer challenged me on Whitehall Jewelers’ awful practice of massively marking up the price of a piece of jewelry so that it could be “discounted” by 50 or even 60 percent.
My response to the customer was, “I agree, this is a questionable practice that I have no control over. But let’s talk about what I can sell it for and see if that makes sense for your needs.”
In short, I had chosen authenticity and honesty over a largely deceptive practice and was still able to satisfy the customer and make a sale.
The answer to Jake’s question is nuanced. There’s rarely a time, or sudden revelation, when people decide sales is for them.
There may, of course, be trigger moments, when they choose to embrace a sales career, but the wiring that defines top salespeople is evident from a very early age, certainly long before we give a first thought to jobs or career paths.
Kevin Mitchell wrote in his fascinating book, “Innate: How the Wiring of Our Brains Shapes Who We Are,” that, “We are different from each other in large part because of the way our brains get wired before we are born.”
One of the earliest and most fundamental of traits in people who become successful in sales is an inherent competitiveness from a very young age.
In thinking about Jake’s question, I was reminded of two observed markers I noticed in his young life that might be indicators of his sales orientation.
The first was his incredible competitiveness playing soccer as a boy growing up on the fields of Glendale, California and the surrounding towns. Jake’s dad often boasted about how seriously Jake took his game and how incredibly motivated he was to drive himself to the highest standards.
The second moment was when we were having one of our all-too-infrequent visits a few years ago at his home.
We were all sitting around the fire pit singing songs, telling stories, and enjoying a wonderful evening and, in the middle of it all, Jake excused himself to retire to bed early as he was running the L.A. Marathon the next morning.
I was both impressed by his discipline and left to wonder about whether he was even old enough to run a marathon.
In “Quiet,” Susan Cain wrote, “Our inborn temperament influences us, regardless of the lives we lead. A sizeable part of who we are is ordained by our genes, by our brains, by our nervous systems.”
I would add to Susan’s assessment that temperament is evident in the choices we make growing up—the activities we pursue, and the attitude and drive we bring to those activities, be it sports, debates, drama, fundraising or any other art form, academic or social situation that ignites our competitive spirit.
It’s not so much that we choose sales, but that sales chooses us. If you are one of the lucky ones, use that talent wisely.
Have a great holiday season and be safe!
I would add to Susan’s assessment that temperament is evident in the choices we make growing up—the activities we pursue, and the attitude and drive we bring to those activities, be it sports, debates, drama, fundraising or any other art form, academic or social situation that ignites our competitive spirit.
It’s not so much that we choose sales, but that sales chooses us. If you are one of the lucky ones, use that talent wisely.
Have a great holiday season and be safe!
More on Columnists
The Latest
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
