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

The Nordstrom Men’s Store in New York City
MajorsDec 24, 2024
Nordstrom Family, Partner to Take Retailer Private in $6B Deal

Members of the founding family have partnered with Mexican retail company El Puerto de Liverpool to acquire Nordstrom.

Boucheron Las Vegas Storefront
MajorsDec 24, 2024
Boucheron Bets on Las Vegas

The brand has opened its second U.S. location in the Fontainebleau resort and casino.

B & B Fine Gems gemstone suite
EditorsDec 24, 2024
The Spectrum Jewels I Want to Find Under the Tree

Associate Editor Lauren McLemore highlights pieces from the AGTA Spectrum & Cutting Edge Awards she’d be thrilled to unwrap on Christmas.

ride_or_die_1872x1052.png
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday Campaign

A Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’

Gemfields emeralds
SourcingDec 24, 2024
Gemfields to Temporarily Suspend Emerald Mining

The move is one of several cost-cutting measures outlined by the company as it faces a weaker luxury market and other challenges.

Weekly QuizDec 19, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Tyrese Maxey The 1916 Company campaign
IndependentsDec 23, 2024
Philadelphia 76ers’ Tyrese Maxey Stars in The 1916 Company’s New Campaign

The retailer’s “On the Clock” campaign celebrates how time, precision, and purpose come together.

Jewelry by Sorellina, Francesca Villa, Cece Jewellery, Retrouvai, Ray Griffiths, Cartier, Cocoerow Fine Jewelry, and Gumuchian
EditorsDec 23, 2024
My Favorite Piece of the Week Jewels of 2024

Associate Editor Natalie Francisco chose her 12 favorite Piece of the Week picks from the year gone by.

me_myself_and_I_1872x1052 .jpg
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds

‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.

GIA emerald report
GradingDec 23, 2024
GIA Adds Filler Identification to Emerald Reports

Lab clients have the option to request this addition on their emerald reports.

Ella Klein Interns Jamie Dunton and Gabriella Botelho
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein Internship

Jamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.

Retrouvai Green Sapphire and Diamond Heirloom Bezel Ring for Charity
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for Charity

In the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.

DeVries Jewelers
IndependentsDec 19, 2024
Michigan’s DeVries Jewelers Unveils New Location in Time for the Holidays

Co-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.

State Property Gardens Collection Campaign
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into Jewelry

Along with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.

Two people in a rowboat
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat Escape

The man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.

2488-carat diamond found in Botswana
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name

The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”

Rough rubies
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at Source

The average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.

alexandrite ring
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’s

The nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.

Tiffany & Co. pocket watch gifted to captain of the Carpathia
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co.

More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.

Picchiotti Spotlight Campaign Video Still
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video Campaign

The videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.

Steve Feldman
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to Retire

Feldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.

Chanel Quilted Stars Necklace
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry Excellence

The luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.

Frank Circelli
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75

Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.

Blue diamond ring
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’s

The nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.

Stock image of a gavel, handcuffs, and books
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison

The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.

Cover of the new book “The History of Diamond Engagement Rings: A True Romance”
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings

“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.

Rolex store on Rodeo Drive
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo Drive

Gearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.

GCAL 8X pear and marquise-cut diamonds
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes

The diamond cut grade is now available for marquise- and pear-shaped diamonds.

×

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