Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
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?
“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
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
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.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
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.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
