Independents

Squirrel Spotting: Don’t Forget the ‘Sales’ in Salesperson

IndependentsMar 06, 2018

Squirrel Spotting: Don’t Forget the ‘Sales’ in Salesperson

Peter Smith shares a dozen tips meant for both new and experienced salespeople.

2016-Peter_Smith.jpg
Peter Smith has more than 30 years of experience building wholesale and retail sales teams. He currently is president of Vibhor Gems.

Few people choose sales as a calling, and yet there are more than 8 million people making a living selling in retail, though often the selling part is more implied than realized.  
 
Our industry can be even more challenging because we tend to be forgiving of people who don’t do well with the selling part of the job. If salespeople are honest, pleasant and especially if they are easy to manage … Well, we can always hire a trainer or send them to a conference somewhere.  

Just about every book, blog and white paper I’ve read on the topic suggests that about 50 percent of people who make their living in sales should be doing something else for a living. In research for my book, “Hiring Squirrels,” we tested more than 700 salespeople over a five-year period and found that 58 percent of them should not be selling for a living.

Most of those folks were good, honest people who loved working in jewelry stores. They just don’t stress the selling part too much.

In her book “Grit, The Power of Passion and Perseverance,” Angela Duckworth wrote: “I could think of a lot of people who’d racked up decades of experience in their jobs but nevertheless seemed to stagnate at a middling level of competence. I’m sure you can, too. Think about it. Do you know anyone who’s been doing something for a long, long time—maybe their entire professional lives—and yet, the best you can say of their skill is that they’re pretty much OK and not bad enough to fire.”

Whether you fall into the 58 percent who are not wired for sales or the 42 percent who have the appropriate wiring, there are certain tenets that will help you to a better sales person.

Likewise, whether you have 10 or more years of experience, or if you’ve just started in retail sales, there are things that you can do to make a difference.

Jeff Haden, a writer for Inc. and one of the most-read contributors on LinkedIn, said it best in his new book, The Motivation Myth: “We all say we want to achieve things, but we don’t really want to achieve them unless we are willing to take the necessary steps to achieve what we say we want.”

If you would like to be a better salesperson, start by adopting the right mindset

and commit to taking the “necessary steps” to make it happen. It is a long and winding road, but here are a few thoughts to get you on your way.

1. Bring Your Best Attitude
The attitude that you bring to work is more important than all the training or experience in the world. If you love what you do, let it show. And one of the best ways to ensure that happens is to avoid negative people as if your life depends on it and be the best you possible. If you’re not happy, don’t bring a bad attitude to work; find another job.

2. Don’t Dwell on Yesterday
Sales is a today game. There are, of course, seeds to be planted and works in progress, but you’ve got to view each day as the first day of the rest of your life. Make it count, and don’t live off yesterday’s accomplishments or allow yesterday’s disappointments to define you. Have an action bias. Do something that will generate sales and accept that everything else is secondary to that goal. Far too many salespeople engage in busy work—easy on the eye and unrelated to making sales, the very lifeblood of every company.

3. Own Your Results
Someone, somewhere has got to have written a book of excuses (I think it would be a fun future column; feel free to send me yours.) Get it, read it and exorcise those demons. Excuse-making is tiresome and accomplishes nothing. No one cares if your manager is useless, or you think someone stole a sale from you. Make things happen and know that no one in the history of mankind has ever accomplished anything worthwhile without encountering some crap along the way. You’re a salesperson. Sell something.

4. Plant Seeds at Every Opportunity
Not every customer is going to buy from you today. We all know that. But give them the opportunity to do so. Believe that they will buy now and behave accordingly. At worst, make sure the experience is engaging enough for the customer that if he/she doesn’t buy today they will want to come back and buy from you in the future. Sales is a math game. The more effort you put into actually selling stuff, the more success you will enjoy.

5. Find Your Favorite Products
Identify your favorite products and take every opportunity to show them. If a customer is picking up a repair, an appraisal or buying something very small, show that customer one of your favorite pieces. Be energetic and be authentic, and that honest enthusiasm will translate to your customers. As expensive as it is to drive customers into your store, it is nothing short of criminal not to use every opportunity to engage customers.

6. Don’t Overwhelm with Options
If you haven’t heard of the paradox of choice, Google it. It means that the more choices you give a customer, the more difficult it is for him or her to make a buying decision. Ask the right open-ended questions. Listen. And then listen some more. Then present three options to the customer so that he or she feels like they have manageable options. If you find yourself showing too many products, you probably didn’t ask the right questions and listen enough.

7. Present Three Price Points
If your customer shared a desired price, let’s say $1,000, present them with three options (remember No. 6) at approximately $1,000, $1,500 and $2,000. This is called the contrast principle or anchoring. By showing the $1,000, you are letting the customer know that you heard when he or she offered that price range. The $2,000 option serves as an anchor. It is occasionally selected but, more often, sets up the middle price ($1,500) as the best, and most-often-picked, option.  

8. Quit Linking Value and Price
Weak salespeople often say that a given product or brand is too expensive. What they are really doing is spending from their own pockets and making excuses for the real work that they should be doing—understanding and passionately articulating the value proposition. If you do have the privilege of selling beautiful, well-made products, figure out what the value proposition is and tell that story authentically and unapologetically. If you are selling sub-standard products, you have my condolences. Poor quality is never a good value. Ever.

9. Mind Your Body Language
In a famous study on communication at UCLA, Albert Mehrabian concluded that our words account for 7 percent of what is communicated. Tone of voice is another 38 percent and physiology (body language) is a whopping 55 percent. So put a smile on your face, make sure your body language is open and welcoming, lean in to your customer, and use your hands to gesture and communicate. A study of the most popular TED Talks revealed that speakers who used their hands a lot to communicate rated much higher than those who did not, even when the content was very similar.

10. Ask for the Sale
I am not a fan of capital punishment, but I might be persuaded to make an exception for salespeople who think it is beneath them to ask the customer for the sale. When research participants are asked to list their biggest regrets, they indicate regrets of inaction over action by a more than two-to-one margin. Do you personally have regrets about things you could have bought but didn’t? Yep. Me too. Give the customer permission to buy by asking for the sale.

11. Listen
Ask open-ended questions and listen to what the customer is telling you. Listen to what the customer’s body language is communicating and listen for what he or she is not telling you. Don’t listen to further your agenda; listen to understand what the customer’s real motivation is, even if he or she can’t readily articulate that to you.

12. Study the Craft of Sales
We all agree that product knowledge is essential in our industry. BS’ing your way through your incompetence has a very short shelf life. However, having product knowledge does not make you a great salesperson. It makes you a knowledgeable salesperson. Practice the art of selling on a regular basis. Subscribe to blogs, read books, find relevant YouTube content and watch TED Talks on the art of sales. It is no coincidence that the very best salespeople, those whom one might think need sales training the least, are always looking to polish their technique and learn something new.  

This list is not intended to be comprehensive. Sales is ever-evolving and anyone who is serious about being great must also be committed to continually learning and challenging your own long-held perceptions.

I’d love to hear from you if you have something to contribute to this topic.

Peter Smith is president of Vibhor, a public speaker and author of “Sell Something” and “Hiring Squirrels.” He spent 30 years building sales teams in retail and wholesale and he can be contacted at dublinsmith@yahoo.com, peter@vibhorgems.com, or on LinkedIn, Facebook or Twitter.
Peter Smithis an industry consultant, speaker, and sales trainer, and author of three books, “Hiring Squirrels,” “Sell Something,” and “The Sales Minute.”

The Latest

Alexandra Rosier gold and opal Eternal Love Hands necklace
TrendsJun 02, 2023
Take a Peek at Couture’s Newest Design Talents

This year’s Design Atelier is full of gems.

Saboo Fine Jewels emerald and titanium earrings
CollectionsJun 02, 2023
Piece of the Week: Saboo Fine Jewels’ Emerald Earrings

They’re a testament to the power of excellent design.

Jane Taylor letter pendants
TrendsJun 01, 2023
See 50+ Jewels Debuting at Couture in Las Vegas

The industry’s most influential contemporary designers are showcasing their latest jewelry designs.

LAB230043_Dossier_NJ_1872x1052_V1.jpg
Brought to you by
The Next Step for GIA Diamond Reports

The most trusted diamond report, available in print or the GIA App.

35-carat lab-grown diamond created by Maitri
Lab-GrownJun 01, 2023
35-Carat Lab-Grown Diamond Going on Display in Vegas

Created by Maitri Lab-Grown Diamonds and graded by IGI, it’s slightly bigger than the record-setting lab-grown diamond GIA just examined.

Weekly QuizJun 02, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Bottom Line Marketing Chief Growth Officer Gus Garcia and CEO Jackie Brooks
MajorsJun 01, 2023
Bottom Line Marketing Announces Restructured Leadership, New Service Offerings

The marketing agency has integrated its first C-suite.

20230306_JohnnyCupcakes.jpg
Events & AwardsJun 01, 2023
Meet JCK’s 2023 Keynote Speaker

The jewelry trade show also will debut educational content centered around social media.

Cover-WN19-Back-&-Front_V5-RGB-(1)_Community.jpg
Brought to you by
Beyond Borders: Crucial Factors in Colored Stone Origin Determination

Navigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.

Lauren K gold and gemstone rings
TrendsMay 31, 2023
Here’s a Sneak Peek of New Jewelry to Check Out at JCK

Luxury kicks off today, with the full show in swing on Friday.

A pearl pendant and a pearl ring
CollectionsMay 31, 2023
Verragio’s Debut Fine Jewelry Collections Honor Company Heritage

One of the three new collections was inspired by the legend of a woman who traded her mansion to Cartier for two strands of natural pearls.

Rob Ballew
MajorsMay 31, 2023
Signet Jewelers Names New Head of Investor Relations

Rob Ballew will be tasked with communicating the jewelry giant’s plans and financial performance to investors.

Mobile mock-up screens of the new LUX Digital Vault app from Jewelers Mutual Group
MajorsMay 31, 2023
Jewelers Mutual Launches App for Retailers, Introduces New Brokerage

With the app, customers receive a 15-day insurance offer on new purchases while their coverage needs are being evaluated.

Rendering of Lightbox lab-grown diamond store in House of Showfields
Lab-GrownMay 30, 2023
Lightbox Is Testing Out a Trendy Concept Shop in Brooklyn

It is in House of Showfields, a bazaar-style retail space in the borough’s Williamsburg neighborhood.

Attendees at the JCK Las Vegas show
Events & AwardsMay 30, 2023
These Are the Can’t-Miss JCK Talks Education Sessions

From consumer trends to retail technology, these are the JCK Talks sessions that should be on attendees’ radar.

Constance “Connie” Barber Mellon’s David Webb Elephant Clip-Brooch
AuctionsMay 30, 2023
Sotheby’s to Auction Mellon Family Jewelry

Signature pieces from Cartier and David Webb will appear in the June jewelry auction.

Georgie Gleim, Shelly Sergent, and Molly Peterson
Events & AwardsMay 30, 2023
24 Karat Club of Southern California Recognizes 3 Honorees

They will be celebrated at the annual dinner dance and gala in the fall.

Historic and modern photos of diamond grading GIA
GradingMay 26, 2023
State of the Diamond Industry: AI and the Future of Diamond Grading

Gemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.

Supplier Spotlight Webinar John Pollard and Garry Holloway
Recorded WebinarsMay 26, 2023
Watch: Diamond Cut Quality: The Final Frontier Part 2

Supplier Spotlight Sponsored by IGI

My Next Question webinar series episode on selling lab-grown diamonds
Recorded WebinarsMay 26, 2023
Natural and Lab-Grown Diamonds: What It’s Like to Sell Both

Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.

Models wearing Calvin Klein watches and jewelry
FinancialsMay 26, 2023
Movado Sales Slip in Q1 Amid Inflation Woes, Tough Comps

The company has plans to revamp the Movado brand and offer less expensive watches this year.

Bulgari necklace set with 118.35-carat unheated Sri Lankan sapphire
AuctionsMay 26, 2023
Piece of the Week: A Bulgari Sapphire and Diamond Necklace

Set with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.

noamcarver-videoimage.png
Supplier BulletinMay 25, 2023
RAE Fine Jewelry Collection Debuting at JCK Luxury 2023

Sponsored by Noam Carver

Graphic of phishing scheme
TechnologyMay 25, 2023
State of Retail: Why Jewelers Need to Invest in Cybersecurity Now

As cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.

Yurman Family Crystalline Pass at American Museum of Natural History in New York City
SourcingMay 25, 2023
David Yurman Unveils Quartz Exhibition at AMNH

The Yurman Family Crystalline Pass is inside the museum’s brand-new Richard Gilder Center.

Stanley Zale new principal consultant Hill & Co.
MajorsMay 25, 2023
Stanley Zale Joins Hill & Co. as Principal Consultant

Zale has more than 40 years’ experience in the diamond industry, including 17 years as Stuller’s VP of diamonds and gemstones procurement.

 Welcome to Fabulous Las Vegas Nevada sign
Events & AwardsMay 24, 2023
New To-Dos in Las Vegas During Jewelry Market Week 2023

The Strip is full of new restaurant and entertainment offerings.

State Property necklace, Briony Raymond two-stone ring, and Emily P. Wheeler earrings
TrendsMay 24, 2023
State of Design: The Jewelry Design Trends to Know Now

National Jeweler’s senior editor covering fashion, trends, and design highlights the latest looks in the market.

×

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