ColumnistsApr 18, 2023
Email Marketing for Mother’s Day: How to Create a Campaign That ConvertsColumnistsApr 25, 2023
6 Customer Myths That Might Be Holding Salespeople Back
Peter Smith shares some misconceptions about consumers as well as his belief that product information should be treated like a condiment.
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
Competent salespeople are the lifeblood of any business, and competency means they consistently drive profitable sales for the business.
In order to do so, they need to understand what customers want when they come into a jewelry store and what they don’t want.
Here are six myths about jewelry customers that might be holding some salespeople back from performing at their peak.
1. Customers often come into stores just to browse.
When customers enter your store, they are not there to kick tires. They are signaling they have an unfulfilled need that should be satisfied.
I’m not a fan of the oft-used expression, “They have a problem that needs to be solved,” but there’s definitely a need.
That need may be conscious and easily articulated. It may be conscious, but not so easily communicated.
It might even be unconscious, meaning the customer has a low awareness of what their real motivation is.
But make no mistake, there is a need, and it should be uncovered by a curious sales professional asking relevant and open-ended questions in an empathic and caring manner.
2. Customers will let you know when they are ready to buy.
Nobody wants to be “sold” but customers want to be inspired to make a purchase, and it is a fundamental obligation for a salesperson to trigger that impulse.
Believing the customer always will spell it out for you is naïve.
Top salespeople know a satisfied customer is one who is leaving the store with a new piece of jewelry in hand and a skip in their step.
3. Customers don’t want to be pestered by salespeople.
On the contrary, your customer wants to have a relationship with you.
This is particularly true in a luxury retail environment, where there can be a good deal of anxiety and stress for customers when considering purchases.
Investing in customer outreach efforts is a gift to customers and makes it a whole lot easier for them to think about your business when it comes time to mark important moments in their lives.
In order to do so, they need to understand what customers want when they come into a jewelry store and what they don’t want.
Here are six myths about jewelry customers that might be holding some salespeople back from performing at their peak.
1. Customers often come into stores just to browse.
When customers enter your store, they are not there to kick tires. They are signaling they have an unfulfilled need that should be satisfied.
I’m not a fan of the oft-used expression, “They have a problem that needs to be solved,” but there’s definitely a need.
That need may be conscious and easily articulated. It may be conscious, but not so easily communicated.
It might even be unconscious, meaning the customer has a low awareness of what their real motivation is.
But make no mistake, there is a need, and it should be uncovered by a curious sales professional asking relevant and open-ended questions in an empathic and caring manner.
2. Customers will let you know when they are ready to buy.
Nobody wants to be “sold” but customers want to be inspired to make a purchase, and it is a fundamental obligation for a salesperson to trigger that impulse.
Believing the customer always will spell it out for you is naïve.
Top salespeople know a satisfied customer is one who is leaving the store with a new piece of jewelry in hand and a skip in their step.
3. Customers don’t want to be pestered by salespeople.
On the contrary, your customer wants to have a relationship with you.
This is particularly true in a luxury retail environment, where there can be a good deal of anxiety and stress for customers when considering purchases.
Investing in customer outreach efforts is a gift to customers and makes it a whole lot easier for them to think about your business when it comes time to mark important moments in their lives.
“Product information in a luxury sales environment is like a condiment. It should be applied sparingly, lest it spoil the meal.” — Peter Smith
4. Customers crave your product expertise.
Customers mentally will check out when you make the interaction about you. Talking too much about everything you know is the quickest route to creating the brick-and-mortar equivalent of cart abandonment.
Product information in a luxury sales environment is like a condiment. It should be applied sparingly, lest it spoil the meal.
Your role is to engage the customer, not educate them.
5. Customers readily will share their budget.
Believing a customer will share their budget with you misses the point on two important levels.
First, it suggests they actually know what their budget is or should be, an assumption I would not recommend a salesperson make.
The customer may or may not know what their budget is at all, believing, as they should, that the salesperson is there to help inspire and influence their decision on what to spend.
The second consideration is that even when your customer does share their budget with you, it should never be taken as gospel. It is, more often than not, merely a reference point, not an end game.
If the customer volunteers their budget, know that you can work within a framework that ranges from half to double that number. Presenting those two extremes (high and low), plus an option in between, can be an effective strategy.
6. Customers always want the best price.
Your customer wants good value, not the best price.
More than that, they want to feel good about themselves when they walk out the door, and that means the salesperson helped them make the best selection, not the cheapest option.
Long after they have forgotten the price, your customer will remember how they felt about the choice they made.
Happy selling!
More on Columnists
The Latest
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
