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.
Editors' Picks
Sponsored by
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
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Weekly QuizSep 24, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
