SourcingNov 25, 2025
Finestar Opens Diamond Manufacturing Facility in JohannesburgIt joins the company’s other manufacturing facilities globally, including in India, Botswana, and Namibia.
IndependentsDec 20, 2016
5 Questions on ‘Sell Something’
Vibhor Gems president, author and National Jeweler columnist Peter Smith answers questions about his new book, which is out now.
Peter Smith, the author of “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent,” has a new book out called “Sell Something: Principles and Perspectives for Engaged Retail Salespeople.”
New York--In his new book for retail salespeople, Peter Smith explores the paradox of choice and the contrast principle, and explains how something called regret avoidance can be a powerful motivator for consumers.
Sell Something is not, as Smith puts it, a typical “Sales 101”-type of book.
Recently, the Vibhor Gems president and National Jeweler columnist took the time to answer five questions about his new book, which is available now on Amazon.
Sell Something is Smith’s second book, following 2014’s Hiring Squirrels.
National Jeweler: What inspired you to write Sell Something?
Peter Smith: I felt like I really had something to say on a subject that I wasn’t reading about or hearing about in the jewelry space.
There are lots of people conducting what I’d call variations on time-worn themes when it comes to sales training and understanding sales personnel, but I wasn’t seeing much that was incorporating the really important advances in neuroscience that have come to the fore in the last 10 years or so. These advances allow us to now understand human behavior (salespeople and customers) in a way that we couldn’t previously.
NJ: What kind of research did you do for the book?
PS: I used 60 or so direct sources in Sell Something. That would include mostly books on the social sciences and some relevant white papers. Those references come from the top researchers, academics and writers in the field of neuroscience; people such as Susan Cain, Adam Grant, Daniel Pink, Amy Cuddy, Daniel Kahneman, Daniel Goleman, etc.
My passion for the social sciences means that about half of the 50 or so books I’ll read in a given year fit into that category, so I was able to access years of reading and dozens of highlighted works on the subject.
Then, of course, I have the luxury of seeing things up close and personal from my own work in the industry, studying retail and, in particular, retail salespeople.
Lastly, when I was working on (my last book) Hiring Squirrels, I used personality-assessment data from more than 700 salespeople who were then employed in independent retail stores.
That data, and those profiles, of course, were very helpful in understanding both successful salespeople (42 percent) and those who were not at all suited to sales (58 percent) and helped to shape Sell Something.
NJ: What is the most common mistake retail jewelry salespeople make that cause them to lose a sale?
PS: I have to give you two of the most common mistakes. The first one is that far too many salespeople think that those who know the most sell the most. Nothing could be further from the truth, and this over-reliance on product information dumping, instead of making real emotional connections, costs millions of dollars in lost business in our industry every day.
The second point is that salespeople think the customer will tell them when they are ready to buy, instead of the salesperson owning the responsibility for influencing and inspiring the customer into wanting to make a purchase.
Sell Something is not, as Smith puts it, a typical “Sales 101”-type of book.
Recently, the Vibhor Gems president and National Jeweler columnist took the time to answer five questions about his new book, which is available now on Amazon.
Sell Something is Smith’s second book, following 2014’s Hiring Squirrels.
National Jeweler: What inspired you to write Sell Something?
Peter Smith: I felt like I really had something to say on a subject that I wasn’t reading about or hearing about in the jewelry space.
There are lots of people conducting what I’d call variations on time-worn themes when it comes to sales training and understanding sales personnel, but I wasn’t seeing much that was incorporating the really important advances in neuroscience that have come to the fore in the last 10 years or so. These advances allow us to now understand human behavior (salespeople and customers) in a way that we couldn’t previously.
NJ: What kind of research did you do for the book?
PS: I used 60 or so direct sources in Sell Something. That would include mostly books on the social sciences and some relevant white papers. Those references come from the top researchers, academics and writers in the field of neuroscience; people such as Susan Cain, Adam Grant, Daniel Pink, Amy Cuddy, Daniel Kahneman, Daniel Goleman, etc.
My passion for the social sciences means that about half of the 50 or so books I’ll read in a given year fit into that category, so I was able to access years of reading and dozens of highlighted works on the subject.
Then, of course, I have the luxury of seeing things up close and personal from my own work in the industry, studying retail and, in particular, retail salespeople.
Lastly, when I was working on (my last book) Hiring Squirrels, I used personality-assessment data from more than 700 salespeople who were then employed in independent retail stores.
That data, and those profiles, of course, were very helpful in understanding both successful salespeople (42 percent) and those who were not at all suited to sales (58 percent) and helped to shape Sell Something.
NJ: What is the most common mistake retail jewelry salespeople make that cause them to lose a sale?
PS: I have to give you two of the most common mistakes. The first one is that far too many salespeople think that those who know the most sell the most. Nothing could be further from the truth, and this over-reliance on product information dumping, instead of making real emotional connections, costs millions of dollars in lost business in our industry every day.
The second point is that salespeople think the customer will tell them when they are ready to buy, instead of the salesperson owning the responsibility for influencing and inspiring the customer into wanting to make a purchase.
NJ: What is the No. 1 thing you hope readers take away from this book?
PS: I would hope that salespeople who are serious about their profession will be reminded that there is no substitute for serial learning. That means learning about the business of sales and human behavior and not just products.
There are so many resources available to salespeople today, and they really should be dedicating a few minutes every day; listening to TED Talks, podcasts, or reading articles, books and posts about sales and consumer behavior.
NJ: What is your favorite anecdote from the book?
PS: One story in particular stands out. Lara, a salesperson who is a top performer, was having an unusually hard time connecting with a man who had entered her store. I could sense her frustration as she recounted her story, and yet it was clear that she was doing a magnificent job reading the customer and demonstrating real empathy in her efforts to make a meaningful connection.
In the end, we learn that the man had just realized a terrible tragedy in his life and, despite the fact that no salesperson could ever have been prepared for that news, Lara managed the situation to an end that was immensely satisfying for the customer and over and beyond what one might reasonably have expected under the circumstances.
More on Independents
The Latest
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
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.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
