ColumnistsApr 25, 2023
6 Customer Myths That Might Be Holding Salespeople BackColumnistsJun 06, 2023
Squirrel Spotting: The Challenge of Closing Sales
Many times, customers walk away without buying because of this one thing salespeople neglect to do, Peter Smith writes.
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
Editor’s Note: This story first appeared in the print edition of the 2023 State of the Majors. Click here to see the full issue.
Ernest Hemingway once said, “The hard part about writing a novel is finishing it.”
He might as well have been talking about closing sales, which, in all too many cases, resembles a mystery wrapped in a conundrum.
The celebrated sales guru Brian Tracy has been quoted as saying, “Fully 50 percent of all sales conversations end without the salesperson asking for the sale.”
Yet, as Jeb Blount, another sales guru, has pointed out, “Customers say yes about 70 percent of the time when a salesperson asks for the sale in an assertive and confident manner.”
If Tracy and Blount’s estimates are even close, it is evident a considerable gap exists between the customer’s willingness to make a purchase and the degree to which the salesperson helps them to do so by requesting the close.
Cynics argue that if a salesperson warmly engages the customer, provides answers to the customer’s questions, and demonstrates good product knowledge, then the customer surely will make the purchase, regardless of whether the close was requested or not.
That argument holds no water for me as I have never, in the entire course of my career, met a cynic who was also a top salesperson.
The most talented salespeople may not fix the showcases after they have been through them, many struggle crossing t’s and dotting i’s, but none are cynics.
Being optimistic is, unsurprisingly, a critical element in the toolbox of professional salespeople.
Most top performers genuinely believe what they do improves the quality of life for their customers and, thankfully, won’t hear anything to the contrary.
Some salespeople don’t close sales because they don’t want to make the customer feel uncomfortable, as if their coming into the jewelry store was an unfortunate accident, something that ought to be avoided at all costs.
Instead, those salespeople parse out product information in lieu of real emotional connection until the conversation fizzles to an awkward and unsatisfactory conclusion.
Yet another reason, and one I suspect is at the root of the problem more often than not, is the salesperson is not equipped to deal with the rejection that can result from expressly asking for the sale.
Related stories will be right here …
Ernest Hemingway once said, “The hard part about writing a novel is finishing it.”
He might as well have been talking about closing sales, which, in all too many cases, resembles a mystery wrapped in a conundrum.
The celebrated sales guru Brian Tracy has been quoted as saying, “Fully 50 percent of all sales conversations end without the salesperson asking for the sale.”
Yet, as Jeb Blount, another sales guru, has pointed out, “Customers say yes about 70 percent of the time when a salesperson asks for the sale in an assertive and confident manner.”
If Tracy and Blount’s estimates are even close, it is evident a considerable gap exists between the customer’s willingness to make a purchase and the degree to which the salesperson helps them to do so by requesting the close.
Cynics argue that if a salesperson warmly engages the customer, provides answers to the customer’s questions, and demonstrates good product knowledge, then the customer surely will make the purchase, regardless of whether the close was requested or not.
That argument holds no water for me as I have never, in the entire course of my career, met a cynic who was also a top salesperson.
The most talented salespeople may not fix the showcases after they have been through them, many struggle crossing t’s and dotting i’s, but none are cynics.
Being optimistic is, unsurprisingly, a critical element in the toolbox of professional salespeople.
Most top performers genuinely believe what they do improves the quality of life for their customers and, thankfully, won’t hear anything to the contrary.
Some salespeople don’t close sales because they don’t want to make the customer feel uncomfortable, as if their coming into the jewelry store was an unfortunate accident, something that ought to be avoided at all costs.
Instead, those salespeople parse out product information in lieu of real emotional connection until the conversation fizzles to an awkward and unsatisfactory conclusion.
Yet another reason, and one I suspect is at the root of the problem more often than not, is the salesperson is not equipped to deal with the rejection that can result from expressly asking for the sale.
While top sales performers don’t take rejection personally and are more inclined to see it as a temporary occurrence, a necessary byproduct of their profession, weaker salespeople see a customer’s “no” as a personal affront, as though they themselves were being rejected.
The easiest remedy for a salesperson with little resilience is to avoid asking for the sale altogether, to convince themselves the customer will tell you if they are ready to buy.
But customers want a salesperson to take control. They visit stores to have competent salespeople satisfy their needs.
Sometimes, customers can articulate those needs, but more often they rely on capable sales professionals to lead them to a place that inspires them to confidently make a purchase.
In “You Have More Influence Than You Think,” Vanessa Bohns wrote, “Our expectations of how others are likely to respond to our pitches and pleas are based on our own assumptions about their motivations and feelings—assumptions that are often inaccurate, but about which we feel confident.”
Salespeople do themselves, their places of employment, and their customers no favors when they add layers of complexity to closing sales.
Effective persuasion leverages the customer’s inherent needs and wants. If you have asked the right questions, and really listened to the customer, you ought to be able to link your solution to the needs expressed or inferred.
Be honest about the options you believe might be best, and the options you don’t think make sense and why. It’s OK to say, “Based on what you told me, I’m not sure about that one and here’s why.”
Speak positively throughout the interaction, but don’t pepper every sentence with hyperbole and false positivity unless you want your customer to see you less as a trusted partner and more as a deceptive peddler.
Know that persuasion is not controlled by the rational brain, but by the primal brain.
The best evidence is the number of times we see top salespeople close a sale without having beaten the customer into submission with unnecessary product information and irrelevant facts.
We have all marveled at how easy closing seems to be for top sales talent. Sometimes it is no more complicated than, “I love how it looks on you. You deserve that.”
In “The Sales Professionals Playbook,” Nathan Jamail wrote, “Closing a sale is straightforward, and like most things in sales, it is a simple concept, but not necessarily easy to do. We don’t want to be pushy, yet at the same time, we need to ask for the business.”
Do everyone a favor and ask for the business.
It is, after all, the whole point of why stores exist.
Editors' Picks
Sponsored by
More on Columnists
The Latest
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
