GradingJan 14, 2025
GIA CEO, President Susan Jacques to Retire at the End of 2025The grading lab said the search for her successor is underway.
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.
Editors' Picks
Sponsored by
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
ColumnistsJan 14, 2025
Jules Kim: Building Bridges Between Creators and IndustryIn this special op-ed, designer Jules Kim calls on big brands to collaborate with independent creators instead of copying their designs.
Policies & IssuesJan 14, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief Several jewelry designers are lending a helping hand to charities in Los Angeles amid the raging wildfires.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
GradingJan 14, 2025
Former SSEF Director Henry A. Hänni DiesA pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
Weekly QuizJan 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsJan 14, 2025
Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall ShortThe peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
MajorsJan 14, 2025
Edouard Schneider Joins Messika as Chief Brand OfficerSchneider brings over 20 years of luxury and fashion industry experience to his role as a key member of the brand’s global leadership team.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
SourcingJan 13, 2025
Zambia Reinstates 15% Export Duty on Precious Gemstones, Shocking GemfieldsGemfields said the Zambian government revoked the 2019 suspension of the tax with no warning.
TechnologyJan 13, 2025
Ultrahuman Unveils Luxury Smart RingWith versions in 18-karat gold and platinum, the wearables company is blending health technology and fine jewelry.
Policies & IssuesJan 13, 2025
Brandee Dallow Elected President of Ethical MetalsmithsThe executive brings more than two decades of industry experience to the role.
Policies & IssuesJan 10, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsJan 10, 2025
Piece of the Week: Elsa Jin’s ‘Mozi’ BroochAdrien Brody received his first Golden Globe while wearing the “Mozi” brooch, which depicts a spill of traditional Chinese calligraphy ink.
SourcingJan 10, 2025
De Beers, GJEPC Partner to Promote Natural DiamondsThe pair will work together to support independent retailers in India with marketing assets, training materials, and other tools.
CrimeJan 09, 2025
US Customs Seizes Counterfeit Tiffany & Co. JewelsOfficers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.
CollectionsJan 09, 2025
Karma El Khalil’s New Collection is an Ode to the MoonThe “Moonlight Rhapsody” collection is overflowing with gemstones, from raw opal to morganite and spessartite.
Events & AwardsJan 09, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
SourcingJan 09, 2025
Reena Ahluwalia Unveils New Works in ‘Diamond Trails’ AnthologyThe artist collaborated with industry creatives on the project, which features five fictional stories and five corresponding paintings.
WatchesJan 08, 2025
Oris Debuts Hot Pink Miss Piggy WatchMiss Piggy shared her thoughts on being fabulous, the importance of accessories, and how to be your own cheerleader.
Lab-GrownJan 08, 2025
Effy Introduces Brand Dedicated to Lab-Grown Diamonds“Promise by Effy” includes fashion jewelry and engagement rings.
IndependentsJan 08, 2025
Haltom’s Jewelers to Close After 130 YearsThe Texas-based jeweler is closing all three locations.
TrendsJan 08, 2025
Zendaya’s Engagement Ring Combines Vintage and Modern ElementsZendaya’s ring, featuring an east-west set elongated cushion-cut diamond, is said to be from British designer Jessica McCormack.
ColumnistsJan 07, 2025
The Smart Lab: The Hottest Digital Marketing Trends For 2025Micro-influencers, customer reviews, and shoppable videos are going to be key to getting customers’ attention, Emmanuel Raheb writes.
TrendsJan 07, 2025
Amanda’s Style File: January Is for GarnetGarnet is comprised of a group of minerals, giving those with a birthday in January options when it comes to their birthstone.
IndependentsJan 07, 2025
Edge Retail Academy Names 2024 ‘Wag’ Award Winner The annual award, created in memory of business coach William “Wag” Wagner, went to a retailer in Fairfax, Virginia.
MajorsJan 07, 2025
Jewelers for Children Promotes Round-Up Fundraising ProgramRetailers and vendors can ask customers to make a donation by rounding up to the next dollar at checkout.
SourcingJan 07, 2025
Columbia Gem House To Debut Lightning Ridge Opal CollectionThe wholesaler is partnering with Australian brand Cheal Opal on a new offering of calibrated stones.
