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
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD CampaignThe annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ NecklaceThe statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.
MajorsMar 07, 2025
Borsheims Names New Senior Security and Facilities ManagerLongtime employee Kyle Slosson has been promoted to the role.
Brought to you by
Have a Plan for EmergenciesEmergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.
IndependentsMar 06, 2025
Wixon Jewelers to Close After 37 YearsFirst-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.
Weekly QuizMar 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 06, 2025
Guzema, 3.1 Phillip Lim Collab on New ‘Snake’ DesignsThe limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.
IndependentsMar 06, 2025
Stephen Barnes Is the New Owner of IJOAfter more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.
Brought to you by
A Diamond ETF is the Way to Reinvigorate Natural Diamond SalesThe jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.
Events & AwardsMar 06, 2025
Borsheims’ ‘Ike-It’ Award Goes to JewelerSenior Jeweler Jay Wolff was named employee of the year.
MajorsMar 05, 2025
Neiman Marcus’ Dallas Flagship Store to Close, Confirms Saks GlobalThe 111-year-old store will close following a dispute among Saks Global, a landlord, and the City of Dallas over a small piece of land.
AuctionsMar 05, 2025
Sotheby's To Auction 51 ‘Alien’ WatchesThe upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.
MajorsMar 05, 2025
Jewelers of America Unveils 3-Year Strategic Plan The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.
Events & AwardsMar 05, 2025
92NY Accepting 2025 Jewelry Artist Residency ApplicationsThe application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.
CrimeMar 04, 2025
4 Suspects Arrested in Fatal Armed Robbery of California Jewelry Store Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.
CrimeMar 04, 2025
NYC Diamond Dealer Pleads Guilty to Lab-Grown Diamond SwapsManashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.
TrendsMar 04, 2025
Amanda’s Style File: Peaceful and Powerful AquamarineThe March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.
EditorsMar 03, 2025
Drop Necklaces, Archival Pieces Take Over at the 2025 OscarsFrom Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.
Policies & IssuesMar 03, 2025
Customs Indefinitely Postpones Requirement to Disclose Country of MiningOriginally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”
SurveysMar 03, 2025
Consumer Confidence Fell in February Amid Concerns About the FutureThe recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.
Events & AwardsMar 03, 2025
AGA Now Accepting Applications for Its Gemological Education Scholarship The application period for the program is now open for aspiring gemologists around the world.
CollectionsFeb 28, 2025
Piece of the Week: Ironhorse Quillwork EarringsThe work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.
AuctionsFeb 28, 2025
300-Year-Old Ring With Ties to Witch Trial Judge Up for Auction A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.
Recorded WebinarsFeb 28, 2025
Watch: 2025 Jewelry Trends ForecastFine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.
TrendsFeb 27, 2025
Model Winnie Harlow Says ‘Yes’ to 3-Stone Engagement RingHarlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.
MajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora CampaignThe Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.
SourcingFeb 27, 2025
Gemfields Holds Mini Auction for Higher-Quality EmeraldsThe 13 lots on offer were comprised of material that previously went unsold at the miner’s November auction.
Events & AwardsFeb 27, 2025
JA to Host Workshop During Alabama Jewelers Association ConventionThe learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.
