SurveysDec 04, 2024
In-Store Shopping Outpaced Online Over the Holiday Weekend, Says NRF A total of 126 million consumers shopped in stores over the five-day period, about 5 million more than last year.
IndependentsMar 19, 2019
Squirrel Spotting: The Logical Case for Emotion in Selling
Peter Smith says if you are hiring salespeople based on experience and product knowledge alone, then you are doing it wrong.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels,” and “Sell Something.” Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
One of the great complexities in sales is how we handle both hiring salespeople and training them once they have been onboarded.
Most of us would agree that the combination of those the two powerful forces serves as an important foundation to position our respective businesses for sales success, and yet I would suggest that we are all too often getting it wrong.
When interviewing candidates, we tend to default not only to industry experience, but to product knowledge as key drivers of our hiring decisions. The prevailing idea here is that if a candidate has better product knowledge, then they will be more successful in sales.
That presumption, while rationally sensible, is often misguided.
The social sciences have shown time and again that great salespeople move customers to action because they connect with them emotionally, not because they provide them with more product information.
In fact, there is ample evidence to suggest that those who have the most product knowledge tend to be the least effective in sales.
When I talk to both retail and supplier-side colleagues and ask them to describe their best salespeople historically, they very often describe salespeople who were not safe or predictable hires.
They weren’t the most knowledgeable or the most experienced members of the team. They were, however, very successful in sales.
Why is that? What is the key ingredient to becoming a top salesperson?
Christophe Morin and Patrick Renvoisé wrote a fascinating book called “The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime” in which they posited: “ … persuasion is not controlled by the rational brain. Rather, it is the primal brain that dominates the process, a brain that is mostly unconscious and preverbal. It appeared long before we started to use words to communicate.”
“Is it possible that too much of your [sales] training is focused on product information and too little on making real human connections?”Morin and Renvoisé are just the latest voices reminding us that we are not persuaded by facts, figures or rationalizations. We are moved by feelings, by emotions, by human connection.
Engaging with a salesperson who demonstrates a willingness to listen, who shows the appropriate, open and authentic body language, and who genuinely believes in what he or she is selling will almost always be more persuasive than a salesperson with a laundry list of product attributes and rationalizations.
If
we accept that emotion sells, shouldn’t that also impact how we hire and train our people?
Shouldn’t it change what we look for when interviewing sales candidates? Shouldn’t we be more open to candidates without previous experience and product knowledge?
And once those folks have been hired, is it possible that too much of your training is focused on product information and too little on making real human connections?
Thomas Gilovich and Lee Ross wrote in “The Wisest One in the Room: How You Can Benefit from Social Psychology’s Most Powerful Insights” that “the intuitive mind is more impulsive than the rational mind, and more likely to act, to render a judgement and lean toward a course of action, without surveying information beyond its immediate attention.”
If I’m buying a car, an appliance or a diamond ring, I am going to have some basic questions that need to be answered.
I expect my salesperson to have that information or be able to find it for me. I don’t want my salesperson to make stuff up, fake it or give me a blank stare. Having the appropriate amount of product information matters. It matters a lot.
Making a human connection, however, is ultimately what will persuade me to make a purchase.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent,” and “Sell Something: Principles and Perspectives for Engaged Retail Salespeople.” Both books are available in print or Kindle at Amazon.com. Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
Shouldn’t it change what we look for when interviewing sales candidates? Shouldn’t we be more open to candidates without previous experience and product knowledge?
And once those folks have been hired, is it possible that too much of your training is focused on product information and too little on making real human connections?
Thomas Gilovich and Lee Ross wrote in “The Wisest One in the Room: How You Can Benefit from Social Psychology’s Most Powerful Insights” that “the intuitive mind is more impulsive than the rational mind, and more likely to act, to render a judgement and lean toward a course of action, without surveying information beyond its immediate attention.”
If I’m buying a car, an appliance or a diamond ring, I am going to have some basic questions that need to be answered.
I expect my salesperson to have that information or be able to find it for me. I don’t want my salesperson to make stuff up, fake it or give me a blank stare. Having the appropriate amount of product information matters. It matters a lot.
Making a human connection, however, is ultimately what will persuade me to make a purchase.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent,” and “Sell Something: Principles and Perspectives for Engaged Retail Salespeople.” Both books are available in print or Kindle at Amazon.com. Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
More on Independents
The Latest
Lab-GrownDec 04, 2024
GJEPC Says Indian Trade Will Use FTC-Approved Terminology for Lab-Grown DiamondsThe FTC’s Jewelry Guides require “clear and conspicuous” disclosure when advertising lab-grown diamonds.
SourcingDec 04, 2024
Designer Saul Fraiman Retires After 55 YearsThe fine jewelry designer, who came out of retirement in 2017, is putting down his sketchpad for good.
Brought to you by
Protecting Your Sparkle: Why Screening Has Become Essential While no reputable jeweler would knowingly sell lab-grown stones as natural, it's a growing possibility.
AuctionsDec 04, 2024
30-Carat Pink Diamond Fetches $2.6M at BonhamsThe Type IIa, very light pink colored diamond was the highlight of the recent Hong Kong jewelry auction.
Weekly QuizNov 26, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeDec 03, 2024
Man Sentenced to Life in Prison for Murder of Florida JewelerJohn Willard Craiger, 83, fatally shot jeweler Ghazi “Gus” Michel Osta following an argument in the store.
ColumnistsDec 03, 2024
Peter Smith: How a Leadership Hire Can Make or Break a CompanyIn his latest column, Smith provides a list of questions every business needs to be asking their next potential leader.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
SourcingDec 03, 2024
Gemstone Cutter Glenn Lehrer Dies at 71An innovative artist inspired by the natural world, Lehrer is remembered for being a visionary and a shining light.
WatchesDec 03, 2024
Jaeger-LeCoultre and Vacheron Constantin Appoint New CEOsJérôme Lambert returns as CEO of Jaeger-LeCoultre, while Laurent Perves takes the lead role at Vacheron Constantin.
MajorsDec 03, 2024
Neiman Marcus’ ‘Fantasy Gifts’ Sparkle In Pavé This Holiday SeasonThe extravagant gifts in this year’s “A Neiman’s Fantasy” Holiday Book range from a Messika diamond necklace to pavé diamond cowboy boots.
GradingDec 02, 2024
Jewelry Appraiser Craig Lynch Dies at 70The industry veteran is remembered for his faith, his dedication to his family, his wealth of knowledge and his generosity in sharing it.
SurveysDec 02, 2024
10-Year Rewind: Comparing 2024 Holiday Shoppers With the Consumers of 2015PricewaterhouseCoopers’ 2024 holiday trends survey took a 10-year look back to see what mattered to consumers then versus now.
Lab-GrownDec 02, 2024
Lab-Grown Diamond Jewelry Set Sells for $55K at Charity AuctionMonique Lhuillier and Kay Jewelers collaborated to create the pieces, which were offered at the recent Baby2Baby gala.
Policies & IssuesNov 27, 2024
G7 Announces Botswana as Second Verification ‘Node’ for Rough DiamondsBotswana joins Antwerp as a certification center for rough under the G7 ban on Russian diamonds.
SourcingNov 27, 2024
Gemfields Reports 'Disappointing' High-Quality Emerald Auction ResultsThe miner said its November sale, which earned $16.1 million, felt the effect of competitive pricing by a rival Zambian producer.
CollectionsNov 27, 2024
Piece of the Week: Mignon Faget’s ‘Crescent Starry Night’ Tassel EarringsMignon Faget honors its hometown of New Orleans with a piece inspired by “The Crescent City.”
TechnologyNov 27, 2024
Nivoda Secures Additional Funding The London-based business-to-business diamond and gemstone marketplace just closed on a $51 million round of Series C funding.
SourcingNov 26, 2024
De Beers Stays With ‘A Diamond Is Forever’ for 2024 Holiday Campaign“Forever Present” highlights gifting opportunities for natural diamonds, celebrating familial, friendship, and romantic relationships.
AuctionsNov 26, 2024
Christie’s To Auction Collection of Suzanne Belperron JewelsIt’s one of the most impressive assemblages of the French designer’s pieces ever to come to auction, Christie’s said.
ColumnistsNov 26, 2024
The Smart Lab: 7 Strategies for Refining Your Holiday Email Marketing CampaignsSuccessful email marketing campaigns are all about timing, personalization, and compelling CTAs, Emmanuel Raheb writes.
MajorsNov 26, 2024
GIA’s Board of Governors Adds 2 New MembersRetail leader Lisa Bridge and geology professor Dr. Wendy Bohrson joined the organization’s board.
MajorsNov 26, 2024
Ben Bridge Jeweler Unveils This Year’s ‘Benny Bear’ Look out for a black bear wearing a purple Santa hat and its zippered tummy pouch made for holding a holiday gift from Ben Bridge Jeweler.
SourcingNov 25, 2024
William Goldberg Celebrates 2 Major Milestones With New Book“The William Goldberg Way” was released in honor of the company’s 75th anniversary and 25 years of its proprietary Ashoka diamond.
Lab-GrownNov 25, 2024
Lab-Grown Co. Lusix Sold to 2 Companies for $4M Fenix and Dholakia Lab-Grown Diamonds have jointly acquired the Israel-based company, which grows diamonds using solar power.
Events & AwardsNov 25, 2024
The Original Miami Beach Antique Show Panel to Feature Fred SavageThe actor and watch enthusiast will be part of the show’s education lineup.
EditorsNov 22, 2024
Out & About: Inside the CD Peacock MansionStep inside the nearly 21,000-square-foot suburban Chicago jewelry store with Editor-in-Chief Michelle Graff.
