CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
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
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
Weekly QuizAug 22, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US OpenThe pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.
IndependentsAug 20, 2025
Bellman’s Jewelers Opens Second Store After COO's TikTok Takes OffThe New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”
CrimeAug 20, 2025
Another CA Jewelry Store Rammed With Car, RobbedThe latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.
WatchesAug 20, 2025
Oris Launches Watch Benefiting NYC Harbor Oyster RestorationThe new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.
Events & AwardsAug 20, 2025
Take the Jewelers for Children ‘Trinity of Purpose’ ChallengeParticipants who attend any three Rings of Strength events will be awarded a special medal.
SourcingAug 19, 2025
Dubai’s Jemora Group Buys Diamond Miner LucapaThe investment company, founded by Dev Shetty, has acquired the struggling miner and its assets, including the Lulo mine in Angola.
ColumnistsAug 19, 2025
Peter Smith: The Arrival Fallacy and Jewelry RetailSmith shares wisdom he gleaned from a podcast he was listening to one morning while being walked by his dog, a Malshi named Sophie.
CrimeAug 19, 2025
Customs Seizes 7,300 Pairs of Fake ‘Alhambra’ EarringsThe counterfeit Van Cleef & Arpels jewels would have been worth more than $30 million if genuine.
MajorsAug 19, 2025
MJSA Apprenticeship Program Is Nationally RecognizedThe MJSA Mentor & Apprenticeship Program received the Registered Apprenticeship Program designation by the U.S. Department of Labor.
WatchesAug 19, 2025
Casio America Names New Timepiece Division ManagerCasio executive and watch enthusiast Masaki Obu is the new general manager of its U.S. timepiece division.
MajorsAug 18, 2025
Verragio’s Michael Barabash, a ‘Kind Soul,’ Dies at 58Barabash, Verragio’s client relations representative, was a vital member of the team and is remembered as being warm and full of life.
