MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
OtherMay 26, 2015
Coach’s corner: 10 common mistakes salespeople make
Dressing too casually and paying more attention to their smartphone than to the customer are two of the most common blunders committed by salespeople today, Pat Henneberry says.
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.
Customer visits are expensive. If you don’t make a sale your time, all the store efforts, advertising and the customer’s time have been wasted.
So you need to make sure you’re at your best during face-to-face time with your customer. You need to rock their world. That being said, I see blunders and mistakes happening all the time.
Here are the 10 most common blunders that jewelry sales professionals make during face-to-face time with potential customers. Some may seem obvious, but you’d be surprised how easy it is to stumble into them.
1. Being late to greet your customer. If you don’t greet your customer within seconds of them walking into your store, it tells them clearly that you don’t give a hoot about them or their time. Always try to have eye contact the moment they are walking into the store. Stores that have “greeters” are great (love that) but not everyone can afford a greeter at the door … or can you afford not to have a greeter? I say your staff takes turns making sure every customer is greeted. You can’t afford to wait for the customer to walk in and find someone to help them. You have to be proactive and meet the customer at the door.
2. Your appearance. I can’t believe I have to say this, seriously. My dad use to say, “Dress for the job you want, not the job you have.” My mom still says, “It’s better to be overdressed.” Well, they are right. Today dressing down is common, but not so much for the retail jewelry store. Your customers deserve the best treatment and the best experience and part of that experience is your appearance. It shows respect for your customers, lends credibility to you and what you are selling, and it makes you feel good.
3. Acting way too friendly. You’ll just seem phony and “salesy” if you pretend that a customer is like a long-lost friend. Approach each customer with respect and courtesy, not with a glad-hand and a backslap.
4. Talking rather than listening. Sales are about relationship building and gathering information. You can’t do either of those if you aren’t listening to the customer. Get curious about the customer. The second best tool a sales professional has is … asking questions. The first is their smile. Simple but so true.
5. Playing defense. If
the customer doesn’t agree with an important point, arguing is only going to set that opinion in concrete. Getting defensive just throws off any connection you are trying to build. Instead, ask the customer why they hold that opinion then listen. You might learn something.
6. Giving a traditional sales pitch. Sure, you’ve got something to sell but nobody wants to hear a sales pitch. Have a discussion about the customer’s needs then move into a presentation of jewelry based on what you have learned.
7. Falling short on product knowledge. The customer doesn’t want to hear, “I need to get back to you about that.” Make sure you’re trained on your current brands and policies. “Checking with the manager” days are over. Stop that customer in their tracks and be prepared to rock their world. This will take work on your part. Keep learning and keep attending training programs. Be a life learner.
8. Getting distracted by your smartphone. Ouch! What were you thinking? No call, email or message is going to be more important than the real live customer in front of you. When you’re talking with a customer, turn off your phone. I mean it. I see this all the time. You are working with a customer and there’s a call for you. You let the customer know you’ve been waiting for this call and you are sorry; it will only take a minute. Seriously, how would you feel if that was you? I am guessing not so good (I would walk out and, in fact, I have before.) The customer in front of you should be the center of your universe. Just saying …
9. Meandering. The customer’s time is valuable. The younger customers need things quickly; they want you to stay on track. Don’t have wandering conversation that slowly gets to the point. Instead, provide a brief agenda of what you’re going to show them and discuss.
That’s right I said I, agenda. Agenda on the sales floor, Pat’s crazy! This can be as simple as saying, ‘I am going to show you this and walk through that and we will end up with the best choice for you.’ Bam! Make it simple.
10. Not being grateful. Your customer has walked into your store and you need to thank them for coming in, thank them for their time and thank them for trusting you. They can go anywhere. Be thankful.
Look, I know sometimes I am tough on you and I know some of this doesn’t apply to you.
This is a gentle reminder. Continue to be that great sales professional you are. Make those lifetime customers and hang in there when things get tough.
Believe in yourself and always, “Make it the best sales day ever!”
More on Other
The Latest
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
SourcingJul 14, 2025
Ethical Gem Fair Heads to SeattleThe trade-only event will host its debut fair in the Emerald City later this month.
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
