Columnists

Squirrel Spotting: 5 Pointers From ‘The Sales Minute’

ColumnistsJul 13, 2021

Squirrel Spotting: 5 Pointers From ‘The Sales Minute’

Peter Smith shares a handful of tips from his latest book that will, hopefully, make you want to read the other 96.

2021_Peter Smith.jpg
Peter Smith is president of Memoire and Hearts On Fire. He is author of two books, “Hiring Squirrels” and “Sell Something.” Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
My newest book, “The Sales Minute: 101 Tips for Retail Salespeople,” was just released and is now available on Amazon, Barnes & Noble and via other booksellers.

The format is quite different from my previous books in that “The Sales Minute” is built around the idea of quick tips, 101 of them as the subtitle suggests, and does not have to be read from cover to cover to be useful.

To that end, I mixed the tips throughout without chronological consideration.

I had originally intended to do “Tweet-sized” tips, but I ultimately decided that format would underserve some of the topics and tips.

Here are five examples from the book. I hope you enjoy them enough to make you want to read the other 96.

Mirror Your Customer’s Verbal and Non-Verbal Cues

Synchronizing your tone of voice, facial expressions, and body language with your customer’s is an effective yet largely unconscious way to create rapport.

Our brains are hardwired to sync with others (getting thrown out of the cave back in the day was a dangerous proposition), and we are more likely to trust people who mirror our gestures, vocal intonations, and physicality.

Quickly observe your customer’s demeanor (hurried, relaxed, quiet, louder, formal, informal, etc.) and align your behavior and demeanor accordingly.

It can and should be done in a subtle way, but the payoff in connectivity can be profound.

How You Communicate the Price Matters


How you say a price can change a customer’s perception of that price.

Crazy, I know, but studies show that to be the case. The more syllables used in verbally quoting the price, the higher the price is perceived to be.

For instance, “One thousand, five hundred, and fifty dollars” will be perceived as a higher price than “Fifteen-fifty.”

Likewise, a price with a comma, such as $1,550.00, will be perceived as higher than $1550.

When quoting price, condition yourself to use fewer syllables.

071321_Peter Smith book.jpg
“The Sales Minute: 101 Tips for Retail Salespeople” is available now via major booksellers, like Barnes & Noble and Amazon.

Movement

Don’t allow yourself to be stationary for too long as it doesn’t translate well for customers entering your store.

From the earliest evolutionary days, when our ancestors traversed the Serengeti, our brains have been wired to respond to movement. It was, quite simply, how we found dinner, and it was also how we avoided becoming dinner.

Fast-forward 7 million years or so, and our primal brains are still drawn to three-dimensional movement.

Standing behind a counter, inside the front door, or at the back of the store behind a service desk is not likely to draw the attention or interest of a customer.

Movement matters, and it should always be in the customer’s field of view, directly or peripherally, not from behind.

Distracted Listening

As often as we are reminded of the importance of maintaining eye contact and giving our undivided attention, we hear less about the potentially destructive consequences of distracted listening.

Breaking eye contact with a customer sends a signal that you have lost interest and would rather be doing something else, and the impact of that distraction is more damaging to a shared experience than a heated argument. 

Be completely present when you are listening to a customer and break eye contact, with an apology, only when absolutely unavoidable. 


Show Product With Reverence

Always show your products with great reverence and respect. 

What you say will matter little if you handle the product in an overtly carefree manner, and treating your products as undifferentiated commodities invites the customer to do likewise. 

You are conducting visual theater, and the highest compliment you can pay your customer is to present your products with care and consideration. 

You are, in effect, showing the customer how to interact with the product. 

I hope you enjoyed this sample from “The Sales Minute,” and I wish you and yours a safe and enjoyable summer!

 Related stories will be right here … 
Peter Smithis an industry consultant, speaker, and sales trainer, and author of 3 books on sales. Reach him at TheRetailSmiths@gmail.com.

The Latest

Korman jewelry store Austin
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in Austin

The Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s Umbrella

The two organizations have finalized and signed the affiliation agreement announced in May.

Sothebys JAR and Suzanne Belperron jewels
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron Jewels

The single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

A street in Carlsbad California
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events

From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

Weekly QuizSep 04, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jamie Turner Victoria Labradorite Necklace
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

Stock image of the U.S. Supreme Court
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court

Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Patrick Mahomes Hublot campaign
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand Ambassador

The Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.

gia-edu main image.png
Supplier BulletinSep 04, 2025
A Brilliant Future Is Here

Sponsored by GIA

Lucara pink diamond
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink Diamond

The Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.

Shot from Breitling new NFL campaign
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level

Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.

NYC Jewelry, Antique, & Object Show Autumn 2025
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in November

NYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.

Fabergé x Gemfields Malaika Egg
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé Sale

U.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.

Claire’s storefront
MajorsSep 03, 2025
These Are the Nearly 300 Claire’s Stores Set to Close

A new court filing details the locations of the stores that will close, as well as the 830 that will remain open.

Stuller’s Tools, Equipment, & Metals and Findings & Metals Catalogs
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs

The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”

Effy Jewelry Multicolor Sapphire Bangle
TrendsSep 03, 2025
Amanda’s Style File: A Perfect Birthstone

Sapphire’s variety of colors make it the perfect birthstone for September.

Woman with hands crossed wearing jewelry
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 Sales

The retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.

Jean-Christophe Bédos Birks
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps Down

Niccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.

Harry Winston Ginza Flagship Exterior, Interior
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in Japan

The three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.

All Hours: Stephanie Gottlieb Fine Jewelry x Oak and Luna Campaign Imagery
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ Collab

The collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.

Sothebys The Desert Rose orangy pink diamond collectors week
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink Diamond

The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.

Calvin Klein watch and jewelry campaign
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff Impact

CEO Efraim Grinberg noted a resurgence in the fashion watch market.

Mark Davis Bullseye Necklace
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace

The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.

Image #1_Resized.png
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and Coaching

Sponsored by Clientbook

GIA’s new report for lab-grown diamonds
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming

It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.

Botswana President Duma Boko
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales Slump

President Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy