MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
IndependentsAug 27, 2019
Coach’s Corner: Calling All Managers
The Jewelry Coach Pat Henneberry shares a half-dozen tips for in-store sales training as the holiday season creeps closer.
Pat Henneberry is president of consulting and sales training company The Jewelry Coach. Reach her at 512-203-3414, via PatHenneberry.com or by emailing her.
It’s been awhile since I’ve focused on helping store managers in my column; sorry.
As we start to creep toward the holidays, you should start thinking about your store’s training sessions and getting your sales team warmed up for the selling season.
Here are some tips to help you do just that because, as with any talent, even naturally adept salespeople need to hone their skills through consistent sales training.
Here are a few tips for educating and developing your sales force.
1. Listen to Your Customers
My experience has been that the best salespeople aren’t the best talkers; they’re actually the most effective listeners.
An effective salesperson carefully listens to the customer’s needs to really identify with them. It’s important to remind your sales team it’s not always about telling the customer everything you know; it’s more about letting the customer tell you everything they know.
2. Use E-Learning to Educate
If your sales team doesn’t know your product front to back, even the best listeners will fall short in closing a sale.
Salespeople need to understand product details to boost their confidence when selling, especially new recruits. With sufficient product training, they can identify specific customer issues and understand product details well enough to position them as the perfect solution.
This is where e-learning comes in handy.
E-learning is available 24/7. It allows sales teams to brush up on their product knowledge on the go.
Through online videos and modules, you can also track progress to ensure that everyone has viewed the necessary materials. Ask your vendors that offer e-learning to give you training reports for your staff (it’s easy for them to do this.)
Make it a requirement for your team to refresh their product knowledge with different vendors. This is an easy way for you as a manager to keep your team fresh on knowledge and up-to-date on products. Have your sales team come to a meeting ready to give you a report on what they’ve learned.
In this day and age every vendor should, or be preparing to, offer e-learning. If not, have them call me … yes, this is a plug for me: PatHenneberry.com.
3. Keep Your Sales Meeting Short
Like many people, salespeople can’t retain a huge amount of information at one time. Keep training short and consistent with “sound bites” of information.
I love TED Talks, as they exhibit micro-learning at its finest. Various industry professionals
and thought leaders discuss a variety of topics to teach and inspire in digestible 15-minute increments.
Incorporating this method into training your salespeople will keep them engaged and help you deliver new information they’ll actually retain.
Remember: Your vendors have a lot of content for training available for you. Just ask them for it.
4. Reward, Reward, Reward
Salespeople are driven by goals, probably more so than other employees. Rewarding them can be simple.
An effective sales training technique is to tell your team members they are doing a good job.
Always use specifics to make these successes tangible and more meaningful. When you see something simple someone has done that is helpful, let them know.
It doesn’t have to always be about the end goal or number. Letting a salesperson know you appreciate something they’ve done, or a simple “good job,” can make all the difference in the world to someone.
Many times, that’s when you see a shift in attitude.
5. Feedback
Don’t forget to give feedback to your sales team.
The most effective feedback is when it’s just happened. Listen in on a customer sale and give feedback right after the customer leaves the store. It’s the most effective real-world training and coaching.
Feedback needs to be fresh and the salesperson can reflect on the experience.
6. Share Success Stories
According to the National Business Research Institute, employee attitude affects 40-80 percent of customer satisfaction, and the study of one retail giant revealed that a 1-point increase in employee engagement led to a $200,000 increase in monthly sales per store.
High employee engagement and morale has a direct impact on the bottom line. Sharing mutual successes also instills a sense of unity in your salespeople and encourages them to work harder and smarter.
When I was strictly in diamond sales I would do “the diamond dance.”
Once I sealed the deal on a sale I would look at my business partner, Mike Mojica, and say, “I am doing the diamond dance!” I’d get up and dance around the office. It was my celebration.
Make sure you celebrate all your sales! I will be in a lot of your stores this fourth quarter and expect to see some diamond dances.
And I bet National Jeweler Editor-in-Chief Michelle Graff would love for you to send her some quick videos of your diamond dance at your stores. Let’s see who has the best moves; I’m totally serious about this!
Last Word
Providing reassurance to your sales team through recognition instills confidence and fosters natural skills in the sales arena. Couple that with frequent, flexible and manageable product education and short sales meetings, and you’ll take your team from great listeners to selling superstars.
See you in your stores!
Pat Henneberry is president of consulting and sales training company The Jewelry Coach and an advocate for natural diamonds. Reach her at 512-203-3414, via her website, or on Facebook, Twitter or LinkedIn.
Incorporating this method into training your salespeople will keep them engaged and help you deliver new information they’ll actually retain.
Remember: Your vendors have a lot of content for training available for you. Just ask them for it.
4. Reward, Reward, Reward
Salespeople are driven by goals, probably more so than other employees. Rewarding them can be simple.
An effective sales training technique is to tell your team members they are doing a good job.
Always use specifics to make these successes tangible and more meaningful. When you see something simple someone has done that is helpful, let them know.
It doesn’t have to always be about the end goal or number. Letting a salesperson know you appreciate something they’ve done, or a simple “good job,” can make all the difference in the world to someone.
Many times, that’s when you see a shift in attitude.
5. Feedback
Don’t forget to give feedback to your sales team.
The most effective feedback is when it’s just happened. Listen in on a customer sale and give feedback right after the customer leaves the store. It’s the most effective real-world training and coaching.
Feedback needs to be fresh and the salesperson can reflect on the experience.
6. Share Success Stories
According to the National Business Research Institute, employee attitude affects 40-80 percent of customer satisfaction, and the study of one retail giant revealed that a 1-point increase in employee engagement led to a $200,000 increase in monthly sales per store.
High employee engagement and morale has a direct impact on the bottom line. Sharing mutual successes also instills a sense of unity in your salespeople and encourages them to work harder and smarter.
When I was strictly in diamond sales I would do “the diamond dance.”
Once I sealed the deal on a sale I would look at my business partner, Mike Mojica, and say, “I am doing the diamond dance!” I’d get up and dance around the office. It was my celebration.
Make sure you celebrate all your sales! I will be in a lot of your stores this fourth quarter and expect to see some diamond dances.
And I bet National Jeweler Editor-in-Chief Michelle Graff would love for you to send her some quick videos of your diamond dance at your stores. Let’s see who has the best moves; I’m totally serious about this!
Last Word
Providing reassurance to your sales team through recognition instills confidence and fosters natural skills in the sales arena. Couple that with frequent, flexible and manageable product education and short sales meetings, and you’ll take your team from great listeners to selling superstars.
See you in your stores!
Pat Henneberry is president of consulting and sales training company The Jewelry Coach and an advocate for natural diamonds. Reach her at 512-203-3414, via her website, or on Facebook, Twitter or LinkedIn.
More on Independents
The Latest
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
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.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
