ColumnistsFeb 19, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
IndependentsJul 05, 2016
Coach’s Corner: ‘Salesperson’ Shouldn’t Be a Dirty Word
In a world where “salesperson” can seem like an expletive, Pat Henneberry gives nine tips for building relationships and helping everyone sell themselves.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers.
For my entire career, when I’ve told someone I am in “sales” it has seemed like I am saying a dirty word. I am on a campaign to stop this madness!
Many years ago, sales got a bad name from used car dealers. (Thanks a lot for that!) Yet, I still hold on to my business card from the ‘80s that reads “Artcarved Sales Representive,” and I am proud of it. Companies in our industry today can’t survive without salespeople.
You don’t have to be writing up orders to be in sales because everyone in the company is selling something--ideas, customer service, reputation and, of course, training. At Hearts On Fire, we have Account Specialists, Territory Managers and Global Trainers who all are, in some fashion, selling the brand.
This is the deal: Today, sales is really about selling yourself. Whether you are selling on a retail floor or you are selling a brand to a retailer, the bottom line is you need to build relationships and sell yourself.
Here are some simple sales tips that apply to any sales professional in our industry (and, yes, some of these are from the ‘80s.)
80/20
Remember the 80/20 rule: In many cases, 80 percent of your business comes from 20 percent of your customers. Focus on the 20 percent first.
Research
It’s so much easier to research today than when I did it in the 1980s (we won’t discuss going to the local Dairy Queen to find out about the local jeweler … yes, you.) Today you have the internet and Google and websites and social media. Knowing about your customer is almost more important than knowing your products and brands. You can’t sell anything if you don’t know about who they are.
Get in Front
You need to get in front of your customers. Go where they are. Find them. Don’t sit around and wait for them to walk into your store. If you are a rep on the road, you should be joining all the state associations in your territory, attending the regional shows and getting in front of your customers.
Talk Less
You will always get better results if you ask relevant questions and then listen to your customers’ needs. It will be so much easier to position yourself effectively.
Create
Create demand. Remember--it’s not about how much it’s worth, it’s how much people think it’s worth. Customers buy products because it helps them solve
a problem. Also, when selling, make sure you remember the customers’ problems and show them how your product will make their life easier, like letting him know only a 3-carat diamond will get him out of his mess!
Stop
Most of the time, we need to stop selling and let our customers buy. Stop being a “clerk.” Consumers today really dislike that approach. Don’t be aggressive. Present an opportunity. In my sales training workshops, we are always looking at “what’s the opportunity” with our customers, not how we can sell them.
Laugh
You need to develop a sense of humor. Learn how to see humor in every situation. If you can make a customer smile, you’re halfway there. Like I remind customers all the time, this should be fun. Let’s enjoy this process.
Follow up
You don’t want them to forget about you. You don’t have to be a pest, but I like it when people are reminding me and following up with me. We are all so busy that doing this is helpful and it builds trust. I get the feeling that you are taking me seriously when you follow up.
No Sale, No Problem
Take it with grace. When they blow you off, just move on. It’s part of business, and you aren’t going to sell everyone. The sooner you move on, the sooner you’ll make another sale.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
Stop
Most of the time, we need to stop selling and let our customers buy. Stop being a “clerk.” Consumers today really dislike that approach. Don’t be aggressive. Present an opportunity. In my sales training workshops, we are always looking at “what’s the opportunity” with our customers, not how we can sell them.
Laugh
You need to develop a sense of humor. Learn how to see humor in every situation. If you can make a customer smile, you’re halfway there. Like I remind customers all the time, this should be fun. Let’s enjoy this process.
Follow up
You don’t want them to forget about you. You don’t have to be a pest, but I like it when people are reminding me and following up with me. We are all so busy that doing this is helpful and it builds trust. I get the feeling that you are taking me seriously when you follow up.
No Sale, No Problem
Take it with grace. When they blow you off, just move on. It’s part of business, and you aren’t going to sell everyone. The sooner you move on, the sooner you’ll make another sale.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
More on Independents
The Latest
Events & AwardsFeb 19, 2026
The Original Miami Beach Antique Show Returns in MarchThe show will be held March 26-30 at the Miami Beach Convention Center.
AuctionsFeb 18, 2026
Joanna Carson’s Jewels Head to AuctionThe estate of the model, philanthropist, and ex-wife of Johnny Carson has signed statement jewels up for sale at John Moran Auctioneers.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
PodcastsFeb 18, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
Weekly QuizFeb 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 18, 2026
Select Jewelry Inks Agreement to Distribute Lightweight Gold JewelryIt will lead distribution in North America for Graziella Braccialini's new gold pieces, which it said are 50 percent lighter.
Policies & IssuesFeb 18, 2026
Community for Ethical Jewelry Looks for Executive DirectorThe organization is seeking a new executive director to lead it into its next phase of strategic growth and industry influence.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
Events & AwardsFeb 18, 2026
DCA to Host Gemstone Selling Education Session at IJO EventThe nonprofit will present a live, two-hour introductory course on building confidence when selling colored gemstones.
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
