AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
IndependentsAug 08, 2017
Coach’s Corner: The Most Underutilized Selling Skill Is ...
Storytelling, according to Pat Henneberry, and it starts with making the customer feel like their story is being heard.
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.
I’ve been teaching how important storytelling at the counter is for more than 30 years. I am also preparing a new class on the subject for Hearts On Fire’s upcoming University (a three-day event to help retailers with their personal and professional development).
I believe we can all be great storytellers; it’s in our DNA.
Learning to sell through storytelling is, in my opinion, the single most underutilized tool a sales professional can have. Earning a customer’s trust is essential when it comes to selling. It always has been, and today it’s more important than ever before.
We know the new customer demands a unique experience and a connection with the salesperson. They also don’t want to be sold to. It’s human nature to want to make a connection with the person whom we’re buying from, to feel like our needs are understood and that the sales associate cares about more than just a commission.
Therefore, closing on a sale depends on the salesperson’s ability to make a customer feel as though their unique story is being heard.
The key here lies in understanding. As a customer, when we feel understood, communication with your sales associate is more natural, and we tend to feel a level of trust. Once trust is established, we are more open to hearing a sales associate’s story about how this item solves the customer’s problem or need.
From there, we can say “yes” without feeling pushed. No one wants to feel pushed.
Sell Stories, Not Jewelry
One of the most effective ways of making sure sales associates don’t come off as untrustworthy is to ensure they are thinking about their store, their brands and their potential customers as a collection of stories.
I tell sales associates, managers and owners every day that they should be able to tell a story about everything in their cases. Yes, they look at me like I am crazy (I am not.) Winning over customers is to think of everything in your cases and the store as a narrative that aligns with your customers’ stories.
We are living in a time of unprecedented knowledge and skepticism, and many of the old methods of persuasion selling are no longer good enough. In order to close a sale, we need to connect with our customers on an emotional level. I will go to my grave preaching this, and I preach it every day.
In almost all
situations, people respond to great stories. Sales is no different. Sales associates must learn how to effectively encapsulate the value of what they are offering within the context of a customer’s pain point, as this is the best way to truly connect with them.
If you sit in one of my workshops or academies at Hearts On Fire, you know how passionate I am about this. I call it your customers’ “unspoken need.”
Sharing
But, how can we improve the quality of the stories the sales associates are telling?
A first step is to establish an environment of collaboration among your team that encourages them to share winning stories, compelling language and tips on objection-handling with one another on a regular basis.
Storytelling is most effective when it comes, as the saying goes, “straight from the horse’s mouth.”
Therefore, managers should find ways to collect peer-generated insights that sales associates can easily refer to as a refresher whenever and wherever they need it.
Practice your brand stories with everyone. You should be able to tell a story about everything in your cases and be able to connect the story to your customer. Working together on this will be essential.
An easy way to do this would be to assign items in your cases to a sales associate, and that associate will need to report back the brand or collection story and train the team on it. Everyone wins.
Best of luck!
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.
If you sit in one of my workshops or academies at Hearts On Fire, you know how passionate I am about this. I call it your customers’ “unspoken need.”
Sharing
But, how can we improve the quality of the stories the sales associates are telling?
A first step is to establish an environment of collaboration among your team that encourages them to share winning stories, compelling language and tips on objection-handling with one another on a regular basis.
Storytelling is most effective when it comes, as the saying goes, “straight from the horse’s mouth.”
Therefore, managers should find ways to collect peer-generated insights that sales associates can easily refer to as a refresher whenever and wherever they need it.
Practice your brand stories with everyone. You should be able to tell a story about everything in your cases and be able to connect the story to your customer. Working together on this will be essential.
An easy way to do this would be to assign items in your cases to a sales associate, and that associate will need to report back the brand or collection story and train the team on it. Everyone wins.
Best of luck!
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.
More on Independents
The Latest
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
