CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
IndependentsAug 08, 2017
Coach’s Corner: The Most Underutilized Selling Skill Is ...
Storytelling, according to Pat Henneberry, and it starts with making the customer feel like their story is being heard.
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.
I’ve been teaching how important storytelling at the counter is for more than 30 years. I am also preparing a new class on the subject for Hearts On Fire’s upcoming University (a three-day event to help retailers with their personal and professional development).
I believe we can all be great storytellers; it’s in our DNA.
Learning to sell through storytelling is, in my opinion, the single most underutilized tool a sales professional can have. Earning a customer’s trust is essential when it comes to selling. It always has been, and today it’s more important than ever before.
We know the new customer demands a unique experience and a connection with the salesperson. They also don’t want to be sold to. It’s human nature to want to make a connection with the person whom we’re buying from, to feel like our needs are understood and that the sales associate cares about more than just a commission.
Therefore, closing on a sale depends on the salesperson’s ability to make a customer feel as though their unique story is being heard.
The key here lies in understanding. As a customer, when we feel understood, communication with your sales associate is more natural, and we tend to feel a level of trust. Once trust is established, we are more open to hearing a sales associate’s story about how this item solves the customer’s problem or need.
From there, we can say “yes” without feeling pushed. No one wants to feel pushed.
Sell Stories, Not Jewelry
One of the most effective ways of making sure sales associates don’t come off as untrustworthy is to ensure they are thinking about their store, their brands and their potential customers as a collection of stories.
I tell sales associates, managers and owners every day that they should be able to tell a story about everything in their cases. Yes, they look at me like I am crazy (I am not.) Winning over customers is to think of everything in your cases and the store as a narrative that aligns with your customers’ stories.
We are living in a time of unprecedented knowledge and skepticism, and many of the old methods of persuasion selling are no longer good enough. In order to close a sale, we need to connect with our customers on an emotional level. I will go to my grave preaching this, and I preach it every day.
In almost all
situations, people respond to great stories. Sales is no different. Sales associates must learn how to effectively encapsulate the value of what they are offering within the context of a customer’s pain point, as this is the best way to truly connect with them.
If you sit in one of my workshops or academies at Hearts On Fire, you know how passionate I am about this. I call it your customers’ “unspoken need.”
Sharing
But, how can we improve the quality of the stories the sales associates are telling?
A first step is to establish an environment of collaboration among your team that encourages them to share winning stories, compelling language and tips on objection-handling with one another on a regular basis.
Storytelling is most effective when it comes, as the saying goes, “straight from the horse’s mouth.”
Therefore, managers should find ways to collect peer-generated insights that sales associates can easily refer to as a refresher whenever and wherever they need it.
Practice your brand stories with everyone. You should be able to tell a story about everything in your cases and be able to connect the story to your customer. Working together on this will be essential.
An easy way to do this would be to assign items in your cases to a sales associate, and that associate will need to report back the brand or collection story and train the team on it. Everyone wins.
Best of luck!
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.
If you sit in one of my workshops or academies at Hearts On Fire, you know how passionate I am about this. I call it your customers’ “unspoken need.”
Sharing
But, how can we improve the quality of the stories the sales associates are telling?
A first step is to establish an environment of collaboration among your team that encourages them to share winning stories, compelling language and tips on objection-handling with one another on a regular basis.
Storytelling is most effective when it comes, as the saying goes, “straight from the horse’s mouth.”
Therefore, managers should find ways to collect peer-generated insights that sales associates can easily refer to as a refresher whenever and wherever they need it.
Practice your brand stories with everyone. You should be able to tell a story about everything in your cases and be able to connect the story to your customer. Working together on this will be essential.
An easy way to do this would be to assign items in your cases to a sales associate, and that associate will need to report back the brand or collection story and train the team on it. Everyone wins.
Best of luck!
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.
More on Independents
The Latest
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
