CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
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
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
Weekly QuizJun 26, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
