SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
IndependentsMar 19, 2019
Squirrel Spotting: The Logical Case for Emotion in Selling
Peter Smith says if you are hiring salespeople based on experience and product knowledge alone, then you are doing it wrong.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels,” and “Sell Something.” Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
One of the great complexities in sales is how we handle both hiring salespeople and training them once they have been onboarded.
Most of us would agree that the combination of those the two powerful forces serves as an important foundation to position our respective businesses for sales success, and yet I would suggest that we are all too often getting it wrong.
When interviewing candidates, we tend to default not only to industry experience, but to product knowledge as key drivers of our hiring decisions. The prevailing idea here is that if a candidate has better product knowledge, then they will be more successful in sales.
That presumption, while rationally sensible, is often misguided.
The social sciences have shown time and again that great salespeople move customers to action because they connect with them emotionally, not because they provide them with more product information.
In fact, there is ample evidence to suggest that those who have the most product knowledge tend to be the least effective in sales.
When I talk to both retail and supplier-side colleagues and ask them to describe their best salespeople historically, they very often describe salespeople who were not safe or predictable hires.
They weren’t the most knowledgeable or the most experienced members of the team. They were, however, very successful in sales.
Why is that? What is the key ingredient to becoming a top salesperson?
Christophe Morin and Patrick Renvoisé wrote a fascinating book called “The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime” in which they posited: “ … persuasion is not controlled by the rational brain. Rather, it is the primal brain that dominates the process, a brain that is mostly unconscious and preverbal. It appeared long before we started to use words to communicate.”
“Is it possible that too much of your [sales] training is focused on product information and too little on making real human connections?”Morin and Renvoisé are just the latest voices reminding us that we are not persuaded by facts, figures or rationalizations. We are moved by feelings, by emotions, by human connection.
Engaging with a salesperson who demonstrates a willingness to listen, who shows the appropriate, open and authentic body language, and who genuinely believes in what he or she is selling will almost always be more persuasive than a salesperson with a laundry list of product attributes and rationalizations.
If
we accept that emotion sells, shouldn’t that also impact how we hire and train our people?
Shouldn’t it change what we look for when interviewing sales candidates? Shouldn’t we be more open to candidates without previous experience and product knowledge?
And once those folks have been hired, is it possible that too much of your training is focused on product information and too little on making real human connections?
Thomas Gilovich and Lee Ross wrote in “The Wisest One in the Room: How You Can Benefit from Social Psychology’s Most Powerful Insights” that “the intuitive mind is more impulsive than the rational mind, and more likely to act, to render a judgement and lean toward a course of action, without surveying information beyond its immediate attention.”
If I’m buying a car, an appliance or a diamond ring, I am going to have some basic questions that need to be answered.
I expect my salesperson to have that information or be able to find it for me. I don’t want my salesperson to make stuff up, fake it or give me a blank stare. Having the appropriate amount of product information matters. It matters a lot.
Making a human connection, however, is ultimately what will persuade me to make a purchase.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent,” and “Sell Something: Principles and Perspectives for Engaged Retail Salespeople.” Both books are available in print or Kindle at Amazon.com. Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
Shouldn’t it change what we look for when interviewing sales candidates? Shouldn’t we be more open to candidates without previous experience and product knowledge?
And once those folks have been hired, is it possible that too much of your training is focused on product information and too little on making real human connections?
Thomas Gilovich and Lee Ross wrote in “The Wisest One in the Room: How You Can Benefit from Social Psychology’s Most Powerful Insights” that “the intuitive mind is more impulsive than the rational mind, and more likely to act, to render a judgement and lean toward a course of action, without surveying information beyond its immediate attention.”
If I’m buying a car, an appliance or a diamond ring, I am going to have some basic questions that need to be answered.
I expect my salesperson to have that information or be able to find it for me. I don’t want my salesperson to make stuff up, fake it or give me a blank stare. Having the appropriate amount of product information matters. It matters a lot.
Making a human connection, however, is ultimately what will persuade me to make a purchase.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent,” and “Sell Something: Principles and Perspectives for Engaged Retail Salespeople.” Both books are available in print or Kindle at Amazon.com. Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
More on Independents
The Latest
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry & Watch Show
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly YochThe Patek Philippe expert will serve as personal curator for the brand-focused company.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at SeaThe 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
Weekly QuizApr 11, 2024
This Week’s QuizTest your jewelry news knowledge with this seven-question quiz.
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingNDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
Events & AwardsApr 17, 2024
And the 2024 Winner of the Shipley Award Is … John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%LVMH said the company performed well despite an uncertain geopolitical and economic environment.
MajorsApr 17, 2024
Stuller’s B&D Opens New HeadquartersB&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ CollectionIt’s ultra-feminine and filled with gold, pearls, and soft pastels.
MajorsApr 16, 2024
Loudr Adds 2 DirectorsEmily Highet Morgan and Emily Bennett have joined the agency’s team.
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry CatalogIts updated book for mountings is also now available.
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDCShe has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
TechnologyApr 15, 2024
Judge Rules Jeweler’s Lawsuit Against PNC Bank Can Move ForwardJoyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
AuctionsApr 15, 2024
Madeleine K. Albright Jewelry, Pins Coming to AuctionHosted by Freeman’s | Hindman, the sale will take place May 7-8.
AuctionsApr 15, 2024
All of Sotheby’s ‘Rough Diamonds’ Sold in Less Than an HourThe auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
Events & AwardsApr 15, 2024
10 Can’t-Miss Sessions at AGS Conclave 2024From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
Recorded WebinarsApr 12, 2024
Watch: What Jewelers Need to Know About InsuranceFrom cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.
CollectionsApr 12, 2024
Piece of the Week: Lionheart’s Evil Eye Gemstone CharmThe charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.
Events & AwardsApr 12, 2024
The Jewelry Symposium Announces 4 Scholarship WinnersAhead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.
Policies & IssuesApr 11, 2024
SRK Exports’ Journey Toward Net Zero Impact By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Lab-GrownApr 11, 2024
AGTA Bans Lab-Grown Diamonds, Gemstones at GemFairMembers can still sell lab-grown stones, it said, but only natural gems are allowed on the show floor.
MajorsApr 11, 2024
Macy’s Opens Books for Possible BuyoutThe retailer also appointed two new board members, avoiding a proxy fight from a potential buyer.
CollectionsApr 10, 2024
Sylvie Launches New Nature-Inspired Collection, ‘Tulira’The bridal collection consists of 35 engagement rings and seven wedding bands.
WatchesApr 10, 2024
These Are Rolex’s New Watches for 2024 The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
IndependentsApr 10, 2024
Levy's Fine Jewelry Explores Diamond History The family-owned jeweler has a new education section on its website dedicated to the history of diamond cutting.
