CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
IndependentsJan 08, 2019
Marketing Minute: Every Buyer Feels at Risk
It’s the jewelry salesperson’s job to put them at ease using a little SPIN, Jim Ackerman writes.
Jim Ackerman is a retail jewelry marketing expert who has spoken at JA New York, JCK and other jewelry trade shows. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
A buyer comes in looking for something for his wife. Is he taking a risk? How so … and how much? How does this effect his buying decisions, and what can you do about it?
Answers: Yes, he’s at risk. How much depends on a number of things, but it definitely affects his buying decisions and you can definitely help manage the risk.
And you must, if you want to increase your closing rate and your average transaction, as well as lock in rock-solid client loyalty for life.
If you’re thinking the prospect is at risk of making a financial mistake, you’re missing the much bigger picture. His risk is emotional in nature, and the money is a relatively minor part of that.
If the prospect comes in to get a Valentine’s Day trinket for his wife, the risk level is relatively low.
If the prospect comes in to get a big thank-you gift because his wife has just spent four years helping him get through medical school, the risk is significantly higher.
His need to “get it right” puts a lot of pressure on him that has little to do with money.
Your job, as a professional jewelry salesperson is to do the following.
1. Help the prospect understand his risk.
2. Help the prospect understand the depth and implications of that risk.
3. Help the prospect see the benefits of making a good, risk-eliminating decision.
4. Make sure the prospect’s decision is adequate to resolve his “problem” and eliminate the risk.
In the case of the Valentine’s trinket, risk is small and little needs to be done beyond helping the prospect find the right product for the right price, take the order and send him on his merry way.
But if you use the same approach in the thanks-for-medical-school scenario, odds are you’ll flat-out blow the sale.
Regardless of your experience or selling style, in the second scenario, you must assess the situation, identify the problem, explore the depth and implications of that problem and then define the benefits of resolving that problem, all before worrying about what product to sell.
You do this by asking a series of questions, specifically designed to accomplish those goals.
These questions can be thought out in advance, tested and refined, and can apply to virtually any and every prospect in a high-ticket buying situation.
Think SPIN …
Situation
Problem
Implication
Need payoff
Once you use those questions, you’ll know what the prospect’s need
is, how big of a deal it is, how important it is he gets it right, and what the rewards will be for solving the dilemma.
You’ll also benefit from the perception you have conveyed that you care more about the prospect than you do about “hawking product.” And that always translates into sales and loyalty.
Once you have shown the prospect a product he likes, ask this: Is this adequate to fully express the emotion you indicated you want to express?
If the answer is yes, you’ve got your sale. If it’s no, you can go bigger or go more, and you will add to your sale.
The prospect wins either way, and so do you.
Jim Ackerman is known as The Marketing Coach to the jewelry industry and has addressed jewelry retailers at jewelry trade shows including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free Buyer Risk Management copy of his BizKaboom Newsletter, valued at $37. Send your email request to mail@ascendmarketing.com.
You’ll also benefit from the perception you have conveyed that you care more about the prospect than you do about “hawking product.” And that always translates into sales and loyalty.
Once you have shown the prospect a product he likes, ask this: Is this adequate to fully express the emotion you indicated you want to express?
If the answer is yes, you’ve got your sale. If it’s no, you can go bigger or go more, and you will add to your sale.
The prospect wins either way, and so do you.
Jim Ackerman is known as The Marketing Coach to the jewelry industry and has addressed jewelry retailers at jewelry trade shows including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free Buyer Risk Management copy of his BizKaboom Newsletter, valued at $37. Send your email request to mail@ascendmarketing.com.
More on Independents
The Latest
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
TrendsFeb 23, 2026
Dua Lipa Is Bulgari’s New AmbassadorBulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
MajorsFeb 20, 2026
Jewelers Vigilance Committee Names Julie Yoakum Board ChairJVC also announced the election of five new board members.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
