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.
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
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.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
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 25, 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 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.
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.
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.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
