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 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
