WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
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
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
