ColumnistsJul 16, 2024
The PR Adviser: Awareness Starts With Your Online StoreColumnistsJul 23, 2024
Peter Smith: The Case for Optimism in Sales
In his latest column, Smith shares multiple reasons why people who look at the glass as being hall full often make better salespeople.
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
Margaret was an enigma.
She was nothing less than a powerhouse salesperson; focused, driven, and successful.
She also cast a giant shadow and her colleagues walked on eggshells around her, either necessarily deferential to avoid even the appearance of opposition, or disdainful and strategically distant, refusing to be intimidated by her.
Margaret was the top producer every month.
She was on 24/7 and yes, that included days off and vacations, which she took reluctantly and with great foreboding, lest she miss something while away.
Having studied great salespeople for decades through the lens of experience, observation, and the academic and psychological literature on the subject, I still struggle to define Margaret.
She was precisely the kind of employee who would (and, I suspect, did) send myriad managers into early retirement. Yet she was consistently the single most reliable producer of results, especially when the month or quarter needed to be delivered at the 11th hour.
I often wondered whether Margaret was a happy person. Unlike many of us, she didn’t wear her emotions on her face.
When she made a big sale, she’d act like she’d been in the end zone before and expected nothing less.
When she experienced disappointment, because a customer didn’t make a purchase at all or didn’t spend what Margaret expected them to spend, she’d dip her head to the floor, offer a barely perceptible shake, and speed away in pursuit of her next opportunity without uttering a word.
Related stories will be right here …
She was nothing less than a powerhouse salesperson; focused, driven, and successful.
She also cast a giant shadow and her colleagues walked on eggshells around her, either necessarily deferential to avoid even the appearance of opposition, or disdainful and strategically distant, refusing to be intimidated by her.
Margaret was the top producer every month.
She was on 24/7 and yes, that included days off and vacations, which she took reluctantly and with great foreboding, lest she miss something while away.
Having studied great salespeople for decades through the lens of experience, observation, and the academic and psychological literature on the subject, I still struggle to define Margaret.
She was precisely the kind of employee who would (and, I suspect, did) send myriad managers into early retirement. Yet she was consistently the single most reliable producer of results, especially when the month or quarter needed to be delivered at the 11th hour.
I often wondered whether Margaret was a happy person. Unlike many of us, she didn’t wear her emotions on her face.
When she made a big sale, she’d act like she’d been in the end zone before and expected nothing less.
When she experienced disappointment, because a customer didn’t make a purchase at all or didn’t spend what Margaret expected them to spend, she’d dip her head to the floor, offer a barely perceptible shake, and speed away in pursuit of her next opportunity without uttering a word.
As difficult as it was to fully understand Margaret’s psyche, the one thing I am willing to bet on is that she was an optimist. Not the surface-level, wear-it-on-your-face variety, but an optimist nonetheless.
Margaret, you see, expected to close every single customer she encountered and, despite not wasting a minute on internal relationship building and social engagement, she believed every first sale was the beginning of a long relationship with that customer. And she was right, a lot.
Martin Seligman, the sage of positive psychology, wrote, “Life inflicts the same setbacks and tragedies on the optimist as on the pessimist, but the optimist weathers them better.”
The extent to which Seligman’s sentiment can be used as a bellwether for sales performance would be an interesting topic of debate.
Some of us may have experienced seemingly negative people who somehow managed to eke out a living in sales, but there can be little doubt that there is a strong correlation between optimism and sales acumen.
For the record, sales acumen means a track record of consistent performance influencing customers to make buying decisions, like Margaret.
“Some research suggests salespeople can be hired based purely on their optimism alone. I wouldn’t go that far, but there can be little doubt that being optimistic helps steel resilience, and that trait is critical in sales.” — Peter Smith
We also can assess ourselves on a regular basis to make sure we are spending more time looking at the glass as half full, rather than the decidedly less useful half-empty pessimism. That is not fun to be around, and not a useful trait for influencing and inspiring buying behavior.
Some research suggests salespeople can be hired based purely on their optimism alone.
I wouldn’t go that far, but there can be little doubt that being optimistic helps steel resilience, and that trait is critical in sales. If you can’t handle heavy doses of rejection, you won’t ask questions that invite “no” answers or perceived rejection.
Danny Kahneman, the Nobel Prize-winning author of “Thinking, Fast And Slow,” wrote, “If you were allowed one wish for your child, seriously consider wishing him or her optimism.
“Optimists are normally cheerful and happy, and therefore, popular; they are resilient in adapting to failures and hardships, their chances of clinical depression are reduced, their immune system is stronger, they take better care of their health, they feel healthier than others and are in fact likely to live longer.”
Margaret will remain a wonderful mystery to me, hardly cheerful and happy, but brilliant and complex.
And while I might think twice about hiring someone with her personality because it could be hard for teammates to flourish under her big branches, that deeply rooted optimism, the expectation she took into every customer interaction that she was going to make the sale and build a long-term relationship with that customer … well, get that into my veins.
Happy retailing!
More on Columnists
The Latest
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason DeruloThe rapper and singer-songwriter will perform at Tao Beach on June 8.
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the FutureSupplier Spotlight Sponsored by GIA
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
Weekly QuizMar 14, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining SalesThe moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office WearThe “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800sBreitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.
AuctionsMar 19, 2025
10-Carat Fancy Vivid Blue Diamond Expected to Sell for $20MDubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.
MajorsMar 19, 2025
AGS Adds New Program, Relaunches CSAThe American Gem Society now offers a Jewelry Evaluation Advisor designation as well as an updated Certified Sales Associate designation.
CollectionsMar 18, 2025
Beck Debuts New Collection as Trove’s Latest Designer-in-ResidenceRebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.
Events & AwardsMar 18, 2025
Fink’s Jewelers Is Now a Regional Emmy WinnerThe company and its marketing agency, Loudr, were recognized for the “Make You Dance” marketing campaign.
WatchesMar 18, 2025
Citizen Announces New Modern Luxury Watch CategoryThe “Series8” and “Attesa” collections will be grouped under Citizen Premier.
MajorsMar 18, 2025
Borsheims Names New Assistant IT ManagerDavid Fager, a former systems engineer at the retailer, was promoted to the role.
Events & AwardsMar 17, 2025
Gem Awards Honor All Facets of the IndustryFrom retailers to designers and the media, the fine jewelry industry recognized one another’s work and looked to the future.
Events & AwardsMar 17, 2025
GIA Names Winner of Emerging Jewelry Design Talent AwardEleanor H. Yeh is the recipient of the eighth annual Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
MajorsMar 17, 2025
Tous Names U.S. Managing Director, VPJoseph Cavalcante takes on the dual role as the Spanish jewelry brand looks to expand further into the U.S. market.
Events & AwardsMar 17, 2025
CBG Expands Las Vegas Show to 3 DaysThe trade show has also upgraded its venue to the Caesars Forum Conference Center.
IndependentsMar 14, 2025
Stafford’s Diamonds in Ohio to Close After 40 YearsThe Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.
Events & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter AwardReeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac PendantThe piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.
MajorsMar 13, 2025
Tanishq Opens 2 New Stores in the U.S.The Indian jewelry brand recently opened stores in Atlanta and Seattle.
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement RecoveryCEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.
MajorsMar 13, 2025
Jewelers Mutual Names New CFO, TreasurerChris Anderson is joining the insurance provider as the new chief financial officer and treasurer.
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.
