FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
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
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship WinnersThe organization has awarded a total of $42,000 through its scholarship programs this year.
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging DesignersThe winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright BaublesAs summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in QueensMoshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities ManagerXavier Dibbrell brings more than a decade of experience to the role.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
