CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
OtherApr 23, 2014
From Conclave: Five tips on closing the sale
In his presentation at AGS Conclave Wednesday, Shane Decker armed the crowd with knowledge about the different types of salespeople and closes, and how to handle customers’ objections when trying to close a sale.
San Diego--In his presentation at AGS Conclave Wednesday, Shane Decker armed the crowd with knowledge about the different types of salespeople and closes, and how to handle customers’ objections when trying to close a sale.
Currently, the close ratio at jewelry stores on strip malls averages somewhere between 23 to 27 percent, according to Decker. For freestanding jewelry stores, this number is slightly better, from 27 to 33 percent.
This leaves a lot of room for improvement for the industry, to learn new and better ways to make the sale and decrease the amount of people walking out of the stores empty-handed, he said.
Decker, of Ex-Sell-Ence Inc., said that there are five areas that affect the close:
1. A smile. Smiles eliminate objections before they start and relax clients faster than any other sales tools.
2. Eye contact. It’s necessary to learn to listen with your eyes. Show trustworthiness by looking customers in the eyes. This gives them confidence in selling ability.
3. Body language. It’s the first thing the clients read when they walk in the store. Don’t greet from behind the counter and make sure the body language is positive. Lean in when they speak, write down what they say, and use hands and body language to show enthusiasm.
4. Voice. If a client laughs, the close ratio goes up 50 percent. They want to have fun--robotic presentations are sales killers.
5. Communication and listening skills. Stop and really listen to what the customer is saying and show them the attention they deserve.
According to Decker, there are three types of sales people, and it’s necessary for salespeople to figure out which one they are in order to find the best method for them to close the deal.
The most popular is the serpentine sellers, who take a lot of time to talk to the client and ask a lot of questions to get the client’s personal information and back story. Their personal strength is building relationships; 70 percent of people are serpentine sellers.
Another 20 percent are missile sellers who only talk about jewelry and give more direct presentations. The “sneak” makes up the last 10 percent.
Not everyone will use the same closing style because they are different types of salespeople. “Don’t try to be something in a salesperson that you’re not,” Decker said.
The types of closes are as follow:
1. Direct.
Editors' Picks
Sponsored by
This method is used most by missiles, and encourages the client to just go for it and buy the jewelry.
2. Compliment. Clients love compliments when they’re genuine. This type is generally employed by serpentine sellers.
3. Whisper. The sneak-dominant type draws the client in.
4. Indirect. This type is serpentine and sneak dominant. It’s used to find out what progress has been made in the presentation and how close the sale is.
5. Reassurance close. Used by all three types of salespeople and for every type of client that comes in; it gives the client reassurance all the way through the presentation. It’s also the most important to increase a store’s closing ratio.
6. Direct question close. However, never ask one that allows them to say no. Do not use, ‘May I,’ ‘Can I,’ etc.
7. Assumption close. This sneak-dominant closing tactic uses pronouns all the way through to show ownership, and assumes all the way through that the client will buy the product.
8. Clerked close. This is extremely specific to what the client said they want from the beginning. It’s a good method to use for any client since it’s specific to an item.
2. Compliment. Clients love compliments when they’re genuine. This type is generally employed by serpentine sellers.
3. Whisper. The sneak-dominant type draws the client in.
4. Indirect. This type is serpentine and sneak dominant. It’s used to find out what progress has been made in the presentation and how close the sale is.
5. Reassurance close. Used by all three types of salespeople and for every type of client that comes in; it gives the client reassurance all the way through the presentation. It’s also the most important to increase a store’s closing ratio.
6. Direct question close. However, never ask one that allows them to say no. Do not use, ‘May I,’ ‘Can I,’ etc.
7. Assumption close. This sneak-dominant closing tactic uses pronouns all the way through to show ownership, and assumes all the way through that the client will buy the product.
8. Clerked close. This is extremely specific to what the client said they want from the beginning. It’s a good method to use for any client since it’s specific to an item.
Decker recommended writing 10 examples for each type and practicing them with the sales team. “If you practice, you’re closing ratio will go up,” he said.
To prepare for objections, come up with the 40 hardest objections heard in the store and put them on the front of an index card. On the back, come up with 5 to 8 responses to each to cover the different types of clients. If objections can’t be dealt with and addressed, the sale won’t close.
Team selling is also a technique that Decker strongly suggested. Since different selling styles work for different people, there may be someone else on the team that would be better suited to a customer, or someone more suited in age to the customer.
Put up everyone’s sales profiles in the back, and talk to them about which two would be best in certain situations and how to bring them in. Opposite profiles work best together, and even better when they’re opposite genders in different age groups.
As far as technique goes, the second salesperson coming into the conversation should always come in on the side of the counter that the customer is already on. If it’s a couple, they should also always end up on the female’s side, Decker said.
The close ratio goes up 50 percent when stores team-sell, making it a sales strategy that shouldn’t be ignored, he said.
More on Other
The Latest
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner Collab on Bridal Earrings GiveawayThe jeweler has partnered with Jenner’s 818 Tequila brand to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Weekly QuizAug 13, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
MajorsAug 11, 2026
Signet Jewelers Selects Mattel Exec to Lead Zales, BanterJamie Cygielman will take on the role on Aug. 24.
IndependentsAug 11, 2026
Polly’s Fine Jewelry Co-Owner Richard Moore Dies at 69Moore, Polly’s husband, is remembered as a family man with an easygoing spirit and a love for sports and the outdoors.
ColumnistsAug 11, 2026
Creative Connecting: How to Sell Colored Gemstones to Gen ZDuvall O’Steen and Jen Cullen Williams share the best ways to display, present, and explain colored gemstones to younger customers.
