Independents

Squirrel Spotting: Reach Out and Touch Someone

IndependentsJul 24, 2019

Squirrel Spotting: Reach Out and Touch Someone

Peter Smith’s latest column on the importance of physical contact will have you streaming Motown’s greatest hits in no time.

2019_NEW_Peter_Smith_copy_copy.jpg
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.

I love the Four Tops song “Reach Out (I’ll Be There).”

It’s got everything a great song needs—Levi Stubbs’ plaintive vocals, a great, driving bass line, wonderful lyrics and sublime harmonies.

In many ways, it could be the signature tune for Detroit, the city that gave us the Four Tops and that great Motown sound.

The song could also serve as the signature song for one of the most important disciplines in sales—touching our customers.

WATCH: The Four Tops, “Reach Out (I’ll Be There)”


Lawrence D. Rosenblum wrote in “See What I’m Saying” that: “When we touch someone, you activate a strip of your brain that runs from a spot just above your ears all the way to the top of your head. Touching also activates higher-level brain areas needed for recognition and reaction.”

Rosenblum echoes findings from the social-science community that frequently cite touching as a primary means to meaningful human connection.

Additionally, touching is a powerful way to combat anxiety and stress (guy shopping for an engagement ring perhaps?). There’s a reason we hug our children and our loved ones when they suffer setbacks, or physical or emotional pain. We’ve been making “boo-boos” go away for … well, it depends on how old you are.

Now, don’t think for a minute I’m suggesting we walk around all day hugging customers. Can you imagine?

Customer: “Hi. Do you guys change watch batteries?”

You: “As a matter of fact, we do. Now come over here and give me a hug!”

Yes? No? Probably not. How about this one:

Customer: “I’m upset that the prong on my ring appears to be broken.”

You: “Well, let’s hug a minute, and then I’ll take a look.”

Like I said, we can’t go around all day hugging everyone, but we should try to touch people at every opportunity, and the good news is that in jewelry stores, we get lots and lots of opportunities to do exactly that.

For instance, shaking hands can be the most natural thing in the world if conducted with authenticity (or a contrived gimmick if mandated across the board).

Decide for yourself when it feels right, and do it properly when you are doing it. Nothing feels worse than a bad handshake.

In “First Impressions,” Ann Demarais and Valerie White wrote about handshakes: “Their [social-psychologists’] findings indicate that a firm handshake, characterized by strength, vigor, duration, eye contact and completeness
of grip, does have a positive impact on a person’s first impression.”

I’ll add to that: If you’re a finger-breaker, get over yourself. We’re supposed to be connecting in a way that is good for two people, not auditioning to become a bricklayer.

Two additional and socially acceptable means of touching include the shoulder and the elbow.

It is perfectly fine to engage in a light touch of either and, needless to say, it’s a whole lot easier to do if you are on the same side of the counter as the customer. What a concept!

And, finally, the most obvious and appropriate means of touching your customer is when helping them to try on jewelry.

Necklaces, earrings, bracelets and rings all provide obvious and organic ways for appropriate human-to-human touching, and getting jewelry on customers is always a good idea.

We’ll leave the final word on this to Leonard Mlodinow, who wrote in “Subliminal: How Your Unconscious Mind Rules Your Behavior” that, “Scientists have discovered a particular kind of nerve fiber in the people’s skin—especially in the face and arms—that appears to have developed specifically to transmit the pleasantness of social touch.”

Now, if we could just put a tune to that and have Levi Stubbs sing it …

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.
Peter Smithis an industry consultant, speaker, and sales trainer, and author of three books, “Hiring Squirrels,” “Sell Something,” and “The Sales Minute.”

The Latest

Women’s Jewelry Association Generating Community Impact Breakfast at JCK in Las Vegas 2023
Policies & IssuesJun 07, 2023
Experts Discuss Disability Inclusion at WJA’s Las Vegas Breakfast

Members gathered Friday morning at JCK to hear from Diversability founder Tiffany Yu and Molly Kettle of Gamut Management.

A selection of Citizen Watch America watches
WatchesJun 07, 2023
Citizen to Open New NYC Multi-Brand Flagship

The three-story location will house dedicated spaces for Citizen, Bulova, Accutron, Frederique Constant, and Alpina timepieces.

Rings of Strength Las Vegas 2023
Events & AwardsJun 07, 2023
JFC’s 11th Rings of Strength Event Is in the Books

More than 120 participants walked and ran a 5k to benefit the organization during Las Vegas Jewelry Market Week.

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.

Peruffo necklace that won the Couture Design Award for “Best in Debuting”
Events & AwardsJun 06, 2023
Meet the 2023 Couture Design Award Winners

The jewelry trade show awarded brands and individuals across 14 categories.

Weekly QuizJun 02, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Sales expert and author Peter Smith
ColumnistsJun 06, 2023
Squirrel Spotting: The Challenge of Closing Sales

Many times, customers walk away without buying because of this one thing salespeople neglect to do, Peter Smith writes.

Grandview Klein Diamonds and Phillipine Angula Development Investments’ Eros Primary School donations
Policies & IssuesJun 06, 2023
Grandview Klein Diamonds, Local Partners Donate to Primary School

The donation to a school in Namibia included computer equipment, infrastructure repair and sanitary wear.

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™.

Exterior of the Colorado Convention Center
Events & AwardsJun 05, 2023
HardRock Summit Organizers Gear Up for Third Annual Show

More than 250 gem, jewelry, and mineral companies are expected to exhibit, including the American Gem Trade Association.

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.

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.

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.

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.

×

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