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!
Editors' Picks
Sponsored by
More on Columnists
The Latest
AuctionsApr 04, 2025
25-Carat Burmese Sapphire Brooch Sells for $101KA pink topaz Belle Époque pendant-brooch and a Victorian Egyptian Revival choker were also highlights at a recent Anderson & Garland sale.
SourcingApr 04, 2025
Mason-Kay Jade to Hold Inaugural International Jade SummitThe event, which will co-locate with the Monterey Bay Jade Festival, will bring education sessions focused on jade to the United States.
CollectionsApr 04, 2025
Piece of the Week: Heather B. Moore’s ‘Lily of the Valley’ CharmThe charm is a celebration of springtime as April showers bring May flowers with the piece’s cluster of diamond raindrops.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
SurveysApr 03, 2025
2025 Retail Sales to Grow More Slowly Amid ‘Uncertainty,’ Says NRFThe National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.
Weekly QuizApr 03, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 03, 2025
Tallulah Willis Imbues Antique Engagement Ring With MagicThe 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.
SourcingApr 03, 2025
Canadian Mine Produces 158-Carat Yellow Diamond Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
CollectionsApr 03, 2025
Buccellati to Open Immersive Exhibition in MilanThe multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.
Policies & IssuesApr 03, 2025
Jewelers of America to Hold Webinar on TariffsThe virtual event will take place April 7 at 3 p.m.
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a ZooThe pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.
MajorsApr 02, 2025
Neiman Marcus’ Dallas Flagship Will Remain Open, For NowParent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C. Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.
Events & AwardsApr 02, 2025
Punchmark to Host Client WorkshopThe educational event will take place in Charlotte, North Carolina, this May.
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
