AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
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.
Editors' Picks
Sponsored by
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
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
TrendsMay 11, 2026
Former Macy’s CEO Joins Signet Jewelers BoardJeffrey Gennette, who retired in 2024 after 41 years with Macy’s, is the newest member of the jewelry retailer’s board of directors.
TrendsMay 11, 2026
Amanda’s Style File: Lucky May May babies are lucky to have emeralds, a gemstone admired for centuries, as their birthstone, writes Amanda Gizzi.
TechnologyMay 11, 2026
Clientbook’s New Tool Helps Jewelers Plan In-Store EventsThe new module allows retailers to plan, promote, and measure the success of events from a single dashboard.
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
