EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
IndependentsNov 21, 2016
Squirrel Spotting: The Necessity of Open-Ended Questions
Peter Smith discusses the possibilities that come with asking customers to talk about the person for whom they are buying.
Peter Smith has more than 30 years of experience building wholesale and retail sales teams. He currently is president of Vibhor Gems.
I’ve been busy these past few weeks conducting Vibhor launch trainings at various stores around the country.
In rolling out our private label program to retailers, I try to accomplish two important and complimentary ends. First, I want to convey those things that make our program relevant and exciting to retailers and to their customers. In the second instance, I try to convey some basic but essential sales principles that are, unfortunately, more often discussed than they are practiced.
One of those sales disciplines that I speak to is the necessity for salespeople to ask open-ended questions. The concept is not new. In fact, I remember there being a lot of chatter about that back in the 1980’s and, I am quite certain, some of you may go back even further in remembering when you first heard the term.
Having said that, it is, quite frankly, remarkable how rarely we as consumers are exposed to quality open-ended questions and, if we are being perfectly honest, how infrequently the art form is used in retail stores.
In the course of the training, one of the questions I suggest is, “Can you tell me about the person you are buying for?” The question itself appears to be rather innocuous and is not likely to set any pulses racing with its creativity or originality. If you peel back the layers of that question, however, you just might see it as a uniquely profound and potentially rich asset in the narrative of engaged retail salespeople.
There are two different psychological components at work in asking the question. The first is the empathic engagement that is communicated when you invite a person to tell you about someone who is important to them. The neurological effects of the question, delivered with warmth and sincerity, releases oxytocin in the brain, and that can serve as a great platform to make an emotional connection and begin to build a relationship. It’s as if you are saying, “I really want to know what matters to you.”
In the book Status Anxiety, Alain de Botton wrote, “There is something at once sobering and absurd in the extent to which we are lifted by the attention of others and sunk by their disregard. Our mood may blacken because a colleague greets us distractedly or our telephone calls go unreturned.”
In the second instance, when you insert “...the person you are buying for,” it sets yet
Editors' Picks
Sponsored by
another psychological principle in play, because what you are actually doing is priming the customer. You are unconsciously setting the table for them to engage with you not with a view to gathering information but with the intent to actually make a purchase. By using the word buying, you are tapping into the customer’s oftentimes latent desire to actually buy something, even as he or she may consciously believe they came in to kick a few tires.
A retail store is a mini-stage and it provides great moments of drama every single day. You are presented with opportunities to make a difference--for your customers, your store and your career--every time a customer honors you by visiting your place of business. Approaching each and every one of those opportunities with the mindset that the customer has come in to actually make a purchase, and using deliberate and purposeful language in engaging those customers, can be game-changing.
As we enter into the most important few weeks of the year why not give it a try, and let me know how it works out for you.
Peter Smith, author of Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent, has spent more than 30 years building sales teams at retail and at wholesale. He currently is president of Vibhor Gems. Email him at peter@vibhorgems.com, dublinsmith@yahoo.com or reach him on LinkedIn.
A retail store is a mini-stage and it provides great moments of drama every single day. You are presented with opportunities to make a difference--for your customers, your store and your career--every time a customer honors you by visiting your place of business. Approaching each and every one of those opportunities with the mindset that the customer has come in to actually make a purchase, and using deliberate and purposeful language in engaging those customers, can be game-changing.
As we enter into the most important few weeks of the year why not give it a try, and let me know how it works out for you.
Peter Smith, author of Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent, has spent more than 30 years building sales teams at retail and at wholesale. He currently is president of Vibhor Gems. Email him at peter@vibhorgems.com, dublinsmith@yahoo.com or reach him on LinkedIn.
More on Independents
The Latest
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
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.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Weekly QuizJan 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
SourcingJan 15, 2026
Nearly 42-Carat Blue Diamond Discovered in South AfricaPetra Diamonds unearthed the 41.82-carat, Type IIb blue diamond at the Cullinan Mine.
CollectionsJan 14, 2026
Marie Lichtenberg Lassos Leather for New BraceletsThe brand is trading its colorful fabric cords for Italian leather in its “Lasso” baby locket bracelets.
TechnologyJan 14, 2026
“My Next Question” Enters Its Podcast Era National Jeweler and Jewelers of America’s popular webinar series is evolving in 2026.
MajorsJan 14, 2026
Saks Files for Bankruptcy, Names New CEOThe department store chain owes millions to creditors like David Yurman, Roberto Coin, Kering, and LVMH.
CollectionsJan 14, 2026
Boucheron Names Colman Domingo as Brand AmbassadorThe award-winning actor’s visionary approach and creativity echo the spirit of Boucheron, the brand said.
ColumnistsJan 13, 2026
2025 Was a ‘Price Up, Units Down’ Year, Here’s What That Signals for 2026 In a market defined by more selective consumers, Sherry Smith shares why execution will be independent jewelers’ key to growth this year.
CrimeJan 13, 2026
Alleged Getaway Driver Charged in Florida Jewelry Store RobberyIvel Sanchez Rivera, 52, has been arrested and charged in connection with the armed robbery of Tio Jewelers in Cape Coral, Florida.
SourcingJan 13, 2026
Rio Grande To Offer Calibrated Diamond MeleeThe supplier’s online program allows customers to search and buy calibrated natural and lab-grown diamond melee, including in fancy shapes.
Events & AwardsJan 13, 2026
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
EditorsJan 12, 2026
Platinum, White Gold Rule the 2026 Golden GlobesAssociate Editor Natalie Francisco highlights her favorite jewelry moments from the Golden Globes, and they are (mostly) white hot.
GradingJan 12, 2026
Peter Yantzer, Former Executive Director of AGS Labs, Dies at 77 Yantzer is remembered for the profound influence he had on diamond cut grading as well as his contagious smile and quick wit.
MajorsJan 12, 2026
These 14 Macy’s Locations Will Close This YearThe store closures are part of the retailer’s “Bold New Chapter” turnaround plan.
MajorsJan 12, 2026
Jewelers Mutual Acquires AI-Powered Event Insurance ProgramThrough EventGuard, the company will offer event liability and cancellation insurance, including wedding coverage.
MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
