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!
Editors' Picks
Sponsored by
More on Columnists
The Latest
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
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.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
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.
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.
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.
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.
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.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
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.
