Independents

Coach’s Corner: Winning Customers … or Not

IndependentsFeb 28, 2017

Coach’s Corner: Winning Customers … or Not

National Jeweler’s resident Jewelry Coach Pat Henneberry shares her top 10 sales rules to live by.

2016_Pat-Henneberry-NEW.jpg
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers.

Even in a changing retail world, core customer services strategies still are business essentials.

Here are my top 10 go-to sales rules for winning customers, plus a bonus goal setting suggestion.

1. Always, always, always agree with the client. Not. “No matter what the customer says, states or demands, you should, under no circumstances, ever disagree or make the customer wrong or suggest their request is impossible.” NOT! This is so old school. Some of my best sales were when I told a customer not to buy something he really wanted to buy for his fiancé (a black diamond for her engagement ring, because she wears black diamond stud earrings all the time). He later gave her a white diamond engagement ring and he came back and thanked me for the guidance. Remember, as a sales pro you get to lead the sale and educate the customer. Do what you do best and let your customer known you are the professional and you won’t lead them down the wrong path.

2. Address the problem. One thing I’ve always prided myself on is selling diamonds sight unseen. I rarely, if ever, lost a sale and I never discounted. When my customers would meet me, their first impression was not that I was a natural salesperson--passionate, yes; salesperson, not necessarily.

Interestingly, only a handful of my customers came to me knowing they wanted to solve a problem--i.e., that they wanted to buy a diamond but didn’t know much about them--and needed a solution. I got most of my leads from a cold start, people I didn’t know.

After lots of questions and discovery with the customer, I would determine if they had a problem and needed help. (They always did.) Here is what I would say:
“My goal for this meeting is to help you understand you have a problem that you need to fix, whether you choose to work with me or not. After you agree that you have a problem, then I will try to convince you that I am the right person to help you fix it. At any time if you are out shopping and you fall in love with another ring, please call me and I will be happy to walk through the buying process with you and make sure it is a good purchase for you. The most important thing is that you are

happy and that I educate you.”

Once they admitted they needed to fix the problem and needed help with buying the best and right diamond, then I would launch into how we would fix it and make her super happy.

This wasn’t a trick. I meant it. The customers could see it and they trusted me as a result.

3. What you say means nothing; what your customer believes is everything. You can have the best sales presentation in the world, but if the customer doesn’t believe it then you don’t have a chance. Take the time to engage with the customer.

Ask them questions and let them tell you their wants and needs. Yes, many times they don’t know what their needs are and you’ll have to guide them.

Practice, practice, practice your brand presentations and weave your brand stories into your customer’s stories. It’s essential and will make selling so much more fun.

4. Keep it short. Brevity is key. You must be able to articulate your value proposition in one minute or less. While raising money for one of my businesses I had to develop “quick pitches.” I had to stand in front of a group of venture capitalists and tell them my business model in less than one minute. Those were stressful times for an Irish lass who enjoys telling long stories.

5. Turn it around. Turn your weaknesses into strengths. Customers might not know your store (a weakness) but they don’t have negative preconceptions either (a strength). You may not have 20 years’ experience selling diamonds (a weakness) but you can show your customer that you love what you do and they have come to the right place because you care about helping them (a strength).

6. Make an emotional statement that’s sure to grab the undivided attention of your customer. In Sales 101 we learned about the customer’s favorite radio station--WIIFM, or what’s in it for me. Yet we have a tendency to change the channel too often whereby the “me” is really “you” and not the customer. The station the customer is looking for is the one that is all about the customer and their need. This is a workshop all its own.

7. Sell yourself. Understand that your differentiator when positioning yourself to customers isn’t your brands, it’s you. Not only should superior service be your trademark, but you can also distinguish yourself by store culture. When your employees enthusiastically share your store values and practices with customers, you begin to connect on a relational rather than a transactional level.

8. Create a moment of truth. Create a reason a customer must hear you out, something so compelling or that drives so much curiosity that they agree to spend more time at the counter with you. Then you have a single moment of truth to deliver on this and convince your customer that the solution you offer would truly be the best option for them.  

The key to this moment of truth is to have a well-honed and repeatable way of showcasing the value of your store, your brands or solution, something that goes well beyond a simple brand story but includes customer examples, passionate stories and teachings about how you are different and add value. The more you deliver this personalize story consistently, the better you will get at it, and the higher the likelihood of closing that diamond sale.

 9. Authenticity is key. Yes, brand stories are important. At Hearts On Fire we have an amazing story that differentiates us and our brand, and it needs to be told. No matter how well you write your script, though, it is sure to sound scripted, and if you get off the script, what then? Often, the conversation can never be recovered.

When you are yourself instead of working off a script, there is nothing to remember. At Hearts On Fire we always encourage you find your voice. We never want to change your voice; we just like to help you with the talking points. Be yourself!

10. Tell a story. Top sales people tell stories because it engages customers and puts the sales message in a context that captures the customer’s attention, perhaps even tugs at the customer’s emotions. A story provides a structure that makes it easier to understand your pitch and to remember it so your customers can recommend and defend your story when you are not in the room.

When it comes to storytelling, the opening should be dramatic and personal. The beginning of the sales conversation should focus on dramatizing the needs of the customer. If the story is delivered in the right way, it captures the customer’s attention and involves them in the drama of the story.
 
And, finally, here’s that goal setting suggestion that I promised.

Spend five minutes every day prioritizing. Without prioritization, it’s difficult to be efficient and productive. At Hearts On Fire, Jay Lell and Lindsey Davis (global trainers) have been doing a lot of coaching these days. One thing we discovered (a surprising discovery) is that sales professionals in many retail stores didn’t have sales goals and didn’t prioritize their days. I suggest taking five minutes at the end of every day to sit down, assess, and choose the five or six priorities for tomorrow so you can begin with clarity. Without prioritization, it’s difficult to be efficient and productive.

Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
Pat Henneberryis a strategic consultant, speaker, and trainer.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy