AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
IndependentsAug 27, 2019
Coach’s Corner: Calling All Managers
The Jewelry Coach Pat Henneberry shares a half-dozen tips for in-store sales training as the holiday season creeps closer.
Pat Henneberry is president of consulting and sales training company The Jewelry Coach. Reach her at 512-203-3414, via PatHenneberry.com or by emailing her.
It’s been awhile since I’ve focused on helping store managers in my column; sorry.
As we start to creep toward the holidays, you should start thinking about your store’s training sessions and getting your sales team warmed up for the selling season.
Here are some tips to help you do just that because, as with any talent, even naturally adept salespeople need to hone their skills through consistent sales training.
Here are a few tips for educating and developing your sales force.
1. Listen to Your Customers
My experience has been that the best salespeople aren’t the best talkers; they’re actually the most effective listeners.
An effective salesperson carefully listens to the customer’s needs to really identify with them. It’s important to remind your sales team it’s not always about telling the customer everything you know; it’s more about letting the customer tell you everything they know.
2. Use E-Learning to Educate
If your sales team doesn’t know your product front to back, even the best listeners will fall short in closing a sale.
Salespeople need to understand product details to boost their confidence when selling, especially new recruits. With sufficient product training, they can identify specific customer issues and understand product details well enough to position them as the perfect solution.
This is where e-learning comes in handy.
E-learning is available 24/7. It allows sales teams to brush up on their product knowledge on the go.
Through online videos and modules, you can also track progress to ensure that everyone has viewed the necessary materials. Ask your vendors that offer e-learning to give you training reports for your staff (it’s easy for them to do this.)
Make it a requirement for your team to refresh their product knowledge with different vendors. This is an easy way for you as a manager to keep your team fresh on knowledge and up-to-date on products. Have your sales team come to a meeting ready to give you a report on what they’ve learned.
In this day and age every vendor should, or be preparing to, offer e-learning. If not, have them call me … yes, this is a plug for me: PatHenneberry.com.
3. Keep Your Sales Meeting Short
Like many people, salespeople can’t retain a huge amount of information at one time. Keep training short and consistent with “sound bites” of information.
I love TED Talks, as they exhibit micro-learning at its finest. Various industry professionals
and thought leaders discuss a variety of topics to teach and inspire in digestible 15-minute increments.
Incorporating this method into training your salespeople will keep them engaged and help you deliver new information they’ll actually retain.
Remember: Your vendors have a lot of content for training available for you. Just ask them for it.
4. Reward, Reward, Reward
Salespeople are driven by goals, probably more so than other employees. Rewarding them can be simple.
An effective sales training technique is to tell your team members they are doing a good job.
Always use specifics to make these successes tangible and more meaningful. When you see something simple someone has done that is helpful, let them know.
It doesn’t have to always be about the end goal or number. Letting a salesperson know you appreciate something they’ve done, or a simple “good job,” can make all the difference in the world to someone.
Many times, that’s when you see a shift in attitude.
5. Feedback
Don’t forget to give feedback to your sales team.
The most effective feedback is when it’s just happened. Listen in on a customer sale and give feedback right after the customer leaves the store. It’s the most effective real-world training and coaching.
Feedback needs to be fresh and the salesperson can reflect on the experience.
6. Share Success Stories
According to the National Business Research Institute, employee attitude affects 40-80 percent of customer satisfaction, and the study of one retail giant revealed that a 1-point increase in employee engagement led to a $200,000 increase in monthly sales per store.
High employee engagement and morale has a direct impact on the bottom line. Sharing mutual successes also instills a sense of unity in your salespeople and encourages them to work harder and smarter.
When I was strictly in diamond sales I would do “the diamond dance.”
Once I sealed the deal on a sale I would look at my business partner, Mike Mojica, and say, “I am doing the diamond dance!” I’d get up and dance around the office. It was my celebration.
Make sure you celebrate all your sales! I will be in a lot of your stores this fourth quarter and expect to see some diamond dances.
And I bet National Jeweler Editor-in-Chief Michelle Graff would love for you to send her some quick videos of your diamond dance at your stores. Let’s see who has the best moves; I’m totally serious about this!
Last Word
Providing reassurance to your sales team through recognition instills confidence and fosters natural skills in the sales arena. Couple that with frequent, flexible and manageable product education and short sales meetings, and you’ll take your team from great listeners to selling superstars.
See you in your stores!
Pat Henneberry is president of consulting and sales training company The Jewelry Coach and an advocate for natural diamonds. Reach her at 512-203-3414, via her website, or on Facebook, Twitter or LinkedIn.
Incorporating this method into training your salespeople will keep them engaged and help you deliver new information they’ll actually retain.
Remember: Your vendors have a lot of content for training available for you. Just ask them for it.
4. Reward, Reward, Reward
Salespeople are driven by goals, probably more so than other employees. Rewarding them can be simple.
An effective sales training technique is to tell your team members they are doing a good job.
Always use specifics to make these successes tangible and more meaningful. When you see something simple someone has done that is helpful, let them know.
It doesn’t have to always be about the end goal or number. Letting a salesperson know you appreciate something they’ve done, or a simple “good job,” can make all the difference in the world to someone.
Many times, that’s when you see a shift in attitude.
5. Feedback
Don’t forget to give feedback to your sales team.
The most effective feedback is when it’s just happened. Listen in on a customer sale and give feedback right after the customer leaves the store. It’s the most effective real-world training and coaching.
Feedback needs to be fresh and the salesperson can reflect on the experience.
6. Share Success Stories
According to the National Business Research Institute, employee attitude affects 40-80 percent of customer satisfaction, and the study of one retail giant revealed that a 1-point increase in employee engagement led to a $200,000 increase in monthly sales per store.
High employee engagement and morale has a direct impact on the bottom line. Sharing mutual successes also instills a sense of unity in your salespeople and encourages them to work harder and smarter.
When I was strictly in diamond sales I would do “the diamond dance.”
Once I sealed the deal on a sale I would look at my business partner, Mike Mojica, and say, “I am doing the diamond dance!” I’d get up and dance around the office. It was my celebration.
Make sure you celebrate all your sales! I will be in a lot of your stores this fourth quarter and expect to see some diamond dances.
And I bet National Jeweler Editor-in-Chief Michelle Graff would love for you to send her some quick videos of your diamond dance at your stores. Let’s see who has the best moves; I’m totally serious about this!
Last Word
Providing reassurance to your sales team through recognition instills confidence and fosters natural skills in the sales arena. Couple that with frequent, flexible and manageable product education and short sales meetings, and you’ll take your team from great listeners to selling superstars.
See you in your stores!
Pat Henneberry is president of consulting and sales training company The Jewelry Coach and an advocate for natural diamonds. Reach her at 512-203-3414, via her website, or on Facebook, Twitter or LinkedIn.
More on Independents
The Latest
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
