AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready BroochDesigner Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”
OtherAug 03, 2015
Coach’s Corner: Managers, put your coaching caps on
Jewelry store managers need to leave their ego at the door and make sure they are motivated to help others succeed, “The Jewelry Coach” Pat Henneberry writes.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
Calling all retail jewelry managers: It’s time to put your coaching caps on.
I talk to a lot of managers (I was in five retail jewelry stores last week), and when I ask them if they are actually coaching their sales teams they say no. When I dig deeper into why not, they say because they don’t know how. Yet I find most of you out there have the skills and attributes to become a great sales coach. The one key that you must have, that main thing, is you need to make sure you have an intrinsic desire to see others succeed.
As a manager, I take satisfaction in the fact that my success is based on the performance of my team. You need to make sure you leave your ego at the door and you are motivated to help others succeed; this can be your greatest attribute.
Having succeeded in sales prior to taking a management position will provide you with the credibility to offer insights and guidance as a coach. There are many different types of coaching. There’s coaching that involves helping salespeople implement strategies for specific sales opportunities. A bigger challenge for managers is when it comes to skills coaching, which involves helping their associates develop better selling skills.
Overall, developing a sales coaching mindset, determining what skills to coach on, and following a defined coaching process is a bigger subject than this short article.
What I hope you get from this, however, is the knowledge that most good managers can be great coaches. Start to dive into all the coaching sites and LinkedIn groups (I love my LinkedIn groups.) You can get a ton of great free information to start making your plan.
In the meantime, here are three key areas you can start with.
1) Map it out. Map out a plan for you and your sales associate. While there may be many areas for improvement, it is best to identify two to three with which to start, such as identifying priorities or managing objections over some reasonable time period. You need to keep the map highly focused and actionable. Focus with a mountain view first. As you take a deeper dive there will be many areas in your map that you will discover and, as you learn more about your sales associate, there will be numerous other areas for
improvement. These are best deferred until the initial skills have met expectations.
2) Observing on the sales floor. It is only coaching if the manager observes, focusing primarily on the key skills identified in the map. While the manager may comment briefly from time to time, the emphasis needs to be on the sales associate’s development, not helping them sell. That is not to say that there are not times when it is beneficial for both the associate and manager to sell. In coaching, the manager observes the customer interaction with an emphasis on the specific areas identified for improvement.
3) Coaching time. The coaching should take place as soon as you can after the customer leaves the store. While you may be tempted to immediately share what went wrong or the sales associate could have done better, you need to resist this temptation. Instead, you should offer a few encouraging words about something that went well, and then lead the associate in self-discovery as it relates to the areas for improvement. This will allow for more ownership of the improvement and more productive coaching conversations.
Like I said, I walk into a lot of stores and meet a lot of great mangers that can be great coaches. It’s in your blood. Your sales teams need it.
Start spending more one-on-one time with your sales associates. Relate to the stories and experience you had as a sales professionals so they can learn from you.
You will rock their world and you will watch your teams grow and become more successful, and that’s what a great manger wants to see.
2) Observing on the sales floor. It is only coaching if the manager observes, focusing primarily on the key skills identified in the map. While the manager may comment briefly from time to time, the emphasis needs to be on the sales associate’s development, not helping them sell. That is not to say that there are not times when it is beneficial for both the associate and manager to sell. In coaching, the manager observes the customer interaction with an emphasis on the specific areas identified for improvement.
3) Coaching time. The coaching should take place as soon as you can after the customer leaves the store. While you may be tempted to immediately share what went wrong or the sales associate could have done better, you need to resist this temptation. Instead, you should offer a few encouraging words about something that went well, and then lead the associate in self-discovery as it relates to the areas for improvement. This will allow for more ownership of the improvement and more productive coaching conversations.
Like I said, I walk into a lot of stores and meet a lot of great mangers that can be great coaches. It’s in your blood. Your sales teams need it.
Start spending more one-on-one time with your sales associates. Relate to the stories and experience you had as a sales professionals so they can learn from you.
You will rock their world and you will watch your teams grow and become more successful, and that’s what a great manger wants to see.
More on Other
The Latest
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ ListExpanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New StoreLocated in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV SeriesThe episode about the family-owned jeweler will premiere May 17.
Weekly QuizMay 01, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in AustinThe Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to AuctionThe turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
SourcingMay 05, 2025
Crater of Diamonds Yields 4-Carat Brown Diamond“The Duke Diamond” is the largest diamond registered at the Arkansas park so far this year.
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise RingSet with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.
MajorsMay 02, 2025
Stuller’s New Bridal Catalog Is Here“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.
SourcingMay 01, 2025
Tariffs & Colored Gemstones: Relying on Stock, Considering the Ripple EffectThough currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.
MajorsMay 01, 2025
Peek Inside David Yurman’s New Miami Flagship StoreLocated in Miami’s Design District, the 4,000-square-foot store is an homage to David and Sybil Yurman’s artistic roots.
TrendsMay 01, 2025
Amanda’s Style File: 20 Pieces of Emerald Jewelry for MayMay babies are lucky indeed, born in a month awash with fresh colors and celebrated with one of the most coveted colored gemstones.
MajorsMay 01, 2025
Jewelers of America Opens Applications for 2025 ScholarshipsThe deadline to apply for the Seymour & Evelyn Holtzman Bench Scholarship is June 12.
SurveysApr 30, 2025
Consumer Confidence Hits Pandemic-Level Low Amid Tariff ConcernsWhat’s really worrying U.S. consumers isn’t the present situation; it’s what the economy is going to look like six months from now.
Events & AwardsApr 30, 2025
Instore Show Debuts New Name, Look, and FocusNow called The Instore Jewelry Show, it will include holiday-focused education, interactive workshops, and a window display contest.
SourcingApr 30, 2025
GemGuide Has a New Pricing Chart for Colombian EmeraldsIt includes pricing for unenhanced Colombian emeralds in the fine to extra fine range.
CollectionsApr 30, 2025
Tiffany & Co. Goes Deep-Sea Diving in New Blue BookThe “Sea of Wonder” collection features pieces inspired by the ocean, from its waves to flora and creatures like urchins and sea turtles.
AuctionsApr 29, 2025
‘Golconda Blue’ Diamond Pulled From AuctionThe 23-carat fancy vivid blue diamond, set to headline Christie’s May jewelry auction, was expected to sell for as much as $50 million.
IndependentsApr 29, 2025
Maryland Jeweler to Close After 36 YearsG.B. Heron Jewelers in Salisbury, Maryland, is set to close as its owner, Jeff Cassels, retires.
ColumnistsApr 29, 2025
Google Ads vs. Social Media Ads: Which Are More Effective?Emmanuel Raheb outlines the differences between the two platforms and posits that the most successful jewelers use both.
SourcingApr 29, 2025
Gemfields Mini Ruby Auction Achieves $7MThe miner said its April sale featured a mix of commercial-quality primary rubies and secondary rubies of varying quality.
CrimeApr 28, 2025
Customs Seizes Nearly 2,000 Pieces of Counterfeit Van Cleef & Arpels JewelryU.S. customs agents in El Paso, Texas, intercepted the package, which would have been worth $9 million if the jewelry was genuine.
TrendsApr 28, 2025
Suzanne Kalan Launches Tech Ring Jacket CollectionHealth monitors become statement pieces when paired with the brand’s new collection of stackable diamond-studded bands.
Events & AwardsApr 28, 2025
JCK Industry Fund Announces 2025 Grant RecipientsTen organizations were selected this year.
