Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
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.
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
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
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.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
