IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
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 & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
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.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
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.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
