Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
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
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
SurveysJun 03, 2025
Consumer Confidence Improves in May The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
