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.
ColumnistsFeb 06, 2020
Coach’s Corner: 6 Questions Salespeople Need to Ask Themselves
The Jewelry Coach Pat Henneberry wants to know about your value proposition, your role models and more.
Pat Henneberry is president of consulting and sales training company The Jewelry Coach. Reach her at 512-203-3414, or on Facebook, Twitter or LinkedIn.
If you’re losing sleep over your sales quotas, commissions or bonuses, here’s some comforting news: As much and as fast as our industry changes, the fundamental reasons for success and failure in retail sales endure.
In order to reckon with them, however, you have to ask the right questions.
I know you’ve heard this before from me, but this time it’s not questions for the consumer that I’m sharing, it’s questions you need to ask yourself.
Below is a modest stab at assembling six of the most important questions to ask yourself as a sales professional.
After working with thousands of retail stores over 30 years in the jewelry industry, I can safely say that if you dig deep enough, nearly every strategy, tactic and in-the-trenches success stems from the answers to these questions.
Our retail business is ultimately about people, and no two are alike, let alone retail stores, sales teams and the ever-changing consumer.
Trust me, when I first sat down to write this I had five times as many questions, but I pared it down to six I thought would resonate best.
Many of these questions should be familiar, but don’t get complacent. If the answers come too easy, you probably haven’t thought about them hard enough.
Keep pushing and I promise that you will be a greater asset to the company or store you work for, the company you hope to start, or the company you already run.
1. How committed am I?
This one tops all the rest, and getting to a meaningful answer involves some serious self-honesty.
Commitment comes from motivation, the fuel you need to get really good at something.
What motivates you? Funding your kids’ education? Buying a home? The need to make a difference? Sheer pride?
There are no feel-good answers, only authentic ones.
2. What’s my value proposition?
We constantly ask this from our vendors, brands and everything we sell.
It’s a fancy way of saying, “this is why you should spend money and time on my product and/or service.”
Every sales professional should have their own value proposition, a clear and measurable one.
In all my workshops, I ask one question to start off the day: Why would I buy from you, and why would I spend more money with you than for the same thing down the street?
By the end of my workshop, everyone can answer this question with confidence. Start thinking.
3. Am I clearly communicating my value proposition?
You should be able to explain, in three sentences anyone in your yoga class could understand, why customers need what you’re selling.
If you can’t, you’re in big trouble.
The reality is (and don’t take it personally) no one really cares about what you do. You have to make them care.
In order to reckon with them, however, you have to ask the right questions.
I know you’ve heard this before from me, but this time it’s not questions for the consumer that I’m sharing, it’s questions you need to ask yourself.
Below is a modest stab at assembling six of the most important questions to ask yourself as a sales professional.
After working with thousands of retail stores over 30 years in the jewelry industry, I can safely say that if you dig deep enough, nearly every strategy, tactic and in-the-trenches success stems from the answers to these questions.
Our retail business is ultimately about people, and no two are alike, let alone retail stores, sales teams and the ever-changing consumer.
Trust me, when I first sat down to write this I had five times as many questions, but I pared it down to six I thought would resonate best.
Many of these questions should be familiar, but don’t get complacent. If the answers come too easy, you probably haven’t thought about them hard enough.
Keep pushing and I promise that you will be a greater asset to the company or store you work for, the company you hope to start, or the company you already run.
1. How committed am I?
This one tops all the rest, and getting to a meaningful answer involves some serious self-honesty.
Commitment comes from motivation, the fuel you need to get really good at something.
What motivates you? Funding your kids’ education? Buying a home? The need to make a difference? Sheer pride?
There are no feel-good answers, only authentic ones.
2. What’s my value proposition?
We constantly ask this from our vendors, brands and everything we sell.
It’s a fancy way of saying, “this is why you should spend money and time on my product and/or service.”
Every sales professional should have their own value proposition, a clear and measurable one.
In all my workshops, I ask one question to start off the day: Why would I buy from you, and why would I spend more money with you than for the same thing down the street?
By the end of my workshop, everyone can answer this question with confidence. Start thinking.
3. Am I clearly communicating my value proposition?
You should be able to explain, in three sentences anyone in your yoga class could understand, why customers need what you’re selling.
If you can’t, you’re in big trouble.
The reality is (and don’t take it personally) no one really cares about what you do. You have to make them care.
You should know your value proposition cold and be able to deliver it so compellingly that you can grab someone’s attention in the amount of time it takes to ride an elevator with them.
Don’t stock your elevator pitch with meaningless jargon and other gobbledygook (I’ve never used this word in one of my articles, I need to use it more.)
4. What differentiates me from the competition?
You need to be different to maintain your competitive advantage, something I preach a lot.
Having an advantage means delivering more value than your competitors do, in the form of more education, specialized training in a brand you sell, or just being your super friendly self!
You might sell different brands or own a “style or collection” in your store but, at the end of the day, people buy from people they like and trust.
Don’t stock your elevator pitch with meaningless jargon and other gobbledygook (I’ve never used this word in one of my articles, I need to use it more.)
4. What differentiates me from the competition?
You need to be different to maintain your competitive advantage, something I preach a lot.
Having an advantage means delivering more value than your competitors do, in the form of more education, specialized training in a brand you sell, or just being your super friendly self!
You might sell different brands or own a “style or collection” in your store but, at the end of the day, people buy from people they like and trust.
5. Who is my role model?
Somewhere, someone is “doing it right” in our industry; I know a lot of them.
Meet them! Join organizations in our industry, like the Women’s Jewelry Association, and network.
It’s simple. I wouldn’t be here today if it wasn’t for the many role models I’ve had and still have.
6. Am I truly harnessing social media?
Building a presence on social media is relatively easy.
Your customers want you there, they want to learn about you, and you need to be there!
You don’t need any expert to help you. What I mean here is organic Facebook, Twitter and LinkedIn accounts. ‘Nuf said.
Dive into these questions now. Start your year off with knowing your professional value proposition. You’ve got this!
More on Columnists
The Latest
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.
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.
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.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
