Columnists

Coach’s Corner: 6 Questions Salespeople Need to Ask Themselves

ColumnistsFeb 06, 2020

Coach’s Corner: 6 Questions Salespeople Need to Ask Themselves

The Jewelry Coach Pat Henneberry wants to know about your value proposition, your role models and more.

2016_Pat-Henneberry-NEW.jpg
Pat Henneberry is president of consulting and sales training company The Jewelry Coach. Reach her at 512-203-3414, or on Facebook, Twitter or LinkedIn.
If you’re losing sleep over your sales quotas, commissions or bonuses, here’s some comforting news: As much and as fast as our industry changes, the fundamental reasons for success and failure in retail sales endure.

In order to reckon with them, however, you have to ask the right questions.

I know you’ve heard this before from me, but this time it’s not questions for the consumer that I’m sharing, it’s questions you need to ask yourself.

Below is a modest stab at assembling six of the most important questions to ask yourself as a sales professional.

After working with thousands of retail stores over 30 years in the jewelry industry, I can safely say that if you dig deep enough, nearly every strategy, tactic and in-the-trenches success stems from the answers to these questions.

Our retail business is ultimately about people, and no two are alike, let alone retail stores, sales teams and the ever-changing consumer.

Trust me, when I first sat down to write this I had five times as many questions, but I pared it down to six I thought would resonate best.

Many of these questions should be familiar, but don’t get complacent. If the answers come too easy, you probably haven’t thought about them hard enough.

Keep pushing and I promise that you will be a greater asset to the company or store you work for, the company you hope to start, or the company you already run.

1. How committed am I?

This one tops all the rest, and getting to a meaningful answer involves some serious self-honesty.

Commitment comes from motivation, the fuel you need to get really good at something.

What motivates you? Funding your kids’ education? Buying a home? The need to make a difference? Sheer pride?

There are no feel-good answers, only authentic ones.

2. What’s my value proposition?

We constantly ask this from our vendors, brands and everything we sell.

It’s a fancy way of saying, “this is why you should spend money and time on my product and/or service.”

Every sales professional should have their own value proposition, a clear and measurable one.

In all my workshops, I ask one question to start off the day: Why would I buy from you, and why would I spend more money with you than for the same thing down the street?

By the end of my workshop, everyone can answer this question with confidence. Start thinking.

3. Am I clearly communicating my value proposition?

You should be able to explain, in three sentences anyone in your yoga class could understand, why customers need what you’re selling.

If you can’t, you’re in big trouble.

The reality is (and don’t take it personally) no one really cares about what you do. You have to make them care.

You should know your value proposition cold and be able to deliver it so compellingly that you can grab someone’s attention in the amount of time it takes to ride an elevator with them.

Don’t stock your elevator pitch with meaningless jargon and other gobbledygook (I’ve never used this word in one of my articles, I need to use it more.)

4. What differentiates me from the competition?

You need to be different to maintain your competitive advantage, something I preach a lot.

Having an advantage means delivering more value than your competitors do, in the form of more education, specialized training in a brand you sell, or just being your super friendly self!

You might sell different brands or own a “style or collection” in your store but, at the end of the day, people buy from people they like and trust.


5. Who is my role model?

Somewhere, someone is “doing it right” in our industry; I know a lot of them.

Meet them! Join organizations in our industry, like the Women’s Jewelry Association, and network.

It’s simple. I wouldn’t be here today if it wasn’t for the many role models I’ve had and still have.

6. Am I truly harnessing social media?

Building a presence on social media is relatively easy.

Your customers want you there, they want to learn about you, and you need to be there!

You don’t need any expert to help you. What I mean here is organic Facebook, Twitter and LinkedIn accounts. ‘Nuf said.

Dive into these questions now. Start your year off with knowing your professional value proposition. You’ve got this!
Pat Henneberryis a strategic consultant, speaker, and trainer.

The Latest

Future Fortune sapphire ring
TechnologyMar 28, 2024
Pinterest’s 2024 Wedding Report Is Out

The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.

David Ettinger
IndependentsMar 28, 2024
David Ettinger of Bechdel Jewelers Dies at 69

He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.

Jewelers of America logo
IndependentsMar 28, 2024
JA to Host Series of Learning Workshops

The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Jaeger-LeCoultre Madison Avenue NYC store
WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Weekly QuizMar 28, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 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.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

×

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