MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
OtherApr 23, 2015
Sales trainer shares 7 steps of proactive selling
At a session held Thursday, gemologist Debbie Hiss gave AGS Conclave attendees the low-down on how to close a sale and keep customers coming back.
New Orleans--Body language, word choice and taking a consultative stance can be the make-or-break factors in closing a sale, according to certified gemologist and sales trainer Debbie Hiss, who presented “The Art of Proactive Selling” at AGS Conclave on Thursday.
“The goal when you make the sale is not just getting the money, it’s making a customer and getting that customer to come back to you time and time again when the occasion calls for celebrating,” she said.
Below are seven steps Hiss suggest retailers take to help both close a sale and turn a customer into a returning client.
Welcome. This is where proactive selling begins, Hiss said. Make eye contact, show a positive facial expression, use the right body language--show the customer that they’re your priority. Use simple words and implant the name of your store into their brain: “Hi, welcome to Debbie’s Jewelers.”
“Remember, we are here to excite, to educate, to entice and to make sales,” Hiss said. “Part of what people are looking for is a memorable experience; this is a celebratory time, and the experience you give (customers) is often what will make the difference with that person deciding to spend their money with you.”
Connect. Be a person before a salesperson. This is not yet the time to get into why a customer has come into the store.
Notice something about the customer, Hiss said. Compliment them--on a handbag, a piece of jewelry--and use that compliment to create a two-way dialogue. Make sure to maintain eye contact.
“You want to make this person feel comfortable and create a rapport with them,” she said. “This all takes about 20 seconds to one minute; you will know when it’s time to move to the discovery phase.”
Discover. “This is where you differentiate and ask a series of questions that keeps you in control of the sales and raises the emotional level of the experience,” Hiss said. “Your job is to make it easy for him.”
To start, lead--don’t follow. Ask what the gift is for and when; this way, you can capture an anniversary or birthdate in your system, and contact the customer in 11 months to make it easy for them to return to the store to find another gift, she said.
Next, Hiss said, ask the customer how they plan to present the gift. What kind of reaction would they like to see?
Editors' Picks
Sponsored by
“If it’s an anniversary or birthday, never ask ‘Is it a big one?’ because we do not want to keep training our guys that the only birthdays or anniversaries that deserve jewelry end in five and zero,” she said.
Present. “It’s about what the jewelry does, says or means,” Hiss said.
To start, she said, never show anything that won’t serve the reaction desired, and salespeople shouldn’t let what they personally can afford determine what they show. “A salesperson can have a hard time reaching past their own budget,” she warned.
Don’t list more than two features or facts about any piece of jewelry, and give a benefit for each fact listed. Also, for every item shown, show the customer a matching or coordinating piece.
“This is the time to bring out that complementary piece and plant the seed,” Hiss said. “Whether you keep it out or not is up to you, based on the flow of the transaction. Don’t wait until you’ve made the sale; the time to mention it is now.”
Address reactions and concerns. After presenting the jewelry, wait for a reaction and listen, Hiss said. Address the customer’s reaction and respond to concern, still leaving potential choices of jewelry exposed.
“Ask some either/or questions that will help you swing back to the discovery phase to find the right piece that will do what the customer wants it to do,” she said. “If they say, ‘That’s more than I wanted to spend,’ that’s different than ‘That’s more than I can spend.’
“Now is a time to say, ‘Where do you feel comfortable?’ without using the word ‘budget.’”
Close. Limit the jewelry possibilities to three, then narrow it down to two, and take a consultative or advisory approach--“Based on everything you’ve told me and everything I understand, I think this would be a good choice.”
Add on. “Always attempt the add-on sale, and introduce these pieces during the initial presentation,” Hiss said. “The best time to attempt is right after they’ve said yes.”
Hiss is a consultant with a number of companies and organizations, including the AGS, HRA/Crossworks and MK Diamonds in Los Angeles. She is the former director of sales training at Lazare Kaplan and is a global trainer for Hearts On Fire.
Present. “It’s about what the jewelry does, says or means,” Hiss said.
To start, she said, never show anything that won’t serve the reaction desired, and salespeople shouldn’t let what they personally can afford determine what they show. “A salesperson can have a hard time reaching past their own budget,” she warned.
Don’t list more than two features or facts about any piece of jewelry, and give a benefit for each fact listed. Also, for every item shown, show the customer a matching or coordinating piece.
“This is the time to bring out that complementary piece and plant the seed,” Hiss said. “Whether you keep it out or not is up to you, based on the flow of the transaction. Don’t wait until you’ve made the sale; the time to mention it is now.”
Address reactions and concerns. After presenting the jewelry, wait for a reaction and listen, Hiss said. Address the customer’s reaction and respond to concern, still leaving potential choices of jewelry exposed.
“Ask some either/or questions that will help you swing back to the discovery phase to find the right piece that will do what the customer wants it to do,” she said. “If they say, ‘That’s more than I wanted to spend,’ that’s different than ‘That’s more than I can spend.’
“Now is a time to say, ‘Where do you feel comfortable?’ without using the word ‘budget.’”
Close. Limit the jewelry possibilities to three, then narrow it down to two, and take a consultative or advisory approach--“Based on everything you’ve told me and everything I understand, I think this would be a good choice.”
Add on. “Always attempt the add-on sale, and introduce these pieces during the initial presentation,” Hiss said. “The best time to attempt is right after they’ve said yes.”
Hiss is a consultant with a number of companies and organizations, including the AGS, HRA/Crossworks and MK Diamonds in Los Angeles. She is the former director of sales training at Lazare Kaplan and is a global trainer for Hearts On Fire.
More on Other
The Latest
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
