CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a ZooThe pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.
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
MajorsApr 02, 2025
Neiman Marcus’ Dallas Flagship Will Remain Open, For NowParent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C. Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Policies & IssuesApr 02, 2025
Jewelers of America to Hold Webinar on TariffsThe virtual event will take place April 7 at 3 p.m.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsApr 02, 2025
Punchmark to Host Client WorkshopThe educational event will take place in Charlotte, North Carolina, this May.
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
