Independents

Squirrel Spotting: What Happens Between Hello and Goodbye

IndependentsNov 27, 2017

Squirrel Spotting: What Happens Between Hello and Goodbye

Peter Smith says stores have to hire salespeople who can successfully execute in the space between pleasantries.

2016-Peter_Smith_copy.jpg
Peter Smith has more than 30 years of experience building wholesale and retail sales teams. He currently is president of Vibhor Gems.

I was talking to my friend Mona recently and she wondered aloud why so many salespeople were good at greeting customers and good at wishing them a good day when they left, but not so good at the stuff in between.

The topic came up because I had been sharing with her recent experiences of mine in which I had been in and out of a few stores over the course of a day and noticed how enthusiastically I was greeted at the door, largely ignored while in the store, and then enthusiastically wished a good day as I left.

Jeez. What’s missing with that picture?

In her book “Grit, The Power of Passion and Perseverance,” Angela Duckworth wrote: “Do you know anyone who’s been doing something for a long, long time--maybe their entire professional lives--and yet, the best you can say of their skill is that they’re pretty much OK and not bad enough to fire?”

I wrote in “Hiring Squirrels” that 58 percent of the more than 700 salespeople we profiled over a five-year period should not be in any job that requires them to sell for a living. The operative word there, of course, is “sell.”

It is not that difficult to hire people who meet the basic requirements of a salesperson. They look the part, they may have experience, they convey an honesty and a work ethic that is admirable and attractive; all important stuff.

However, while meeting the aforementioned criteria gets you to enthusiastic hellos and pleasant goodbyes, it does nothing to suggest the ability to deliver the important stuff in between those two things: selling product.

It confounds me to say it, but “selling” is almost a dirty word in our business. It suggests a foisting on unsuspecting customers of things they simply don’t want. It assumes that the steps prior did not include open-ended questions, an emotional connection with the customer or active listening. All of that, of course, is complete bunk.

RELATED CONTENT: ‘Salesperson’ Shouldn’t Be a Dirty Word
If you are in sales and the idea of “selling something” ruffles your feathers, you might want to find a different line of work. If you find the notion of being called a salesperson off-putting, you might want to seek alternate pastures. If you find yourself recoiling at the idea of someone selling something to somebody, you might want to examine your own hang-ups.

I’ve
had the pleasure in recent weeks of meeting two brand-new salespeople at two different jewelry stores. In neither case did the salespeople meet the requirements
In addition to “Hiring Squirrels,” Peter Smith is also the author of 2016’s “Sell Something,” available now on Amazon.
typically put on sales candidates (sales and jewelry experience), and yet it was clear to the owners of those two stores--and to me--that both people had the potential to be not just good but great salespeople.

The backgrounds of these two women could not have been more different: one had been a competitive ice skater (How many times do you think she fell on her backside and had to pick herself up?) and the other had started school to be a radiologist before deciding it was not for her.

Once they had been interviewed (using the questions from “Hiring Squirrels”) and measured, it was clear they had the necessary wiring to be successful in sales. They were competitive, they were resilient and they had empathy.

What was most pleasing, although not surprising, was that the respective owners were able to identify almost immediately that there was something different in them. They could see that they wanted to engage customers, and they had no fear about not having every “t” crossed and every “i” dotted when it came to knowing about the merchandise before asking for the sale.

What those two stores hired for was the stuff in the middle. The willingness to engage customers. The ability to ask open-ended questions and empathically listen and observe. The make-up to be able to face rejection and not allow it to dissuade them from engaging the next customer and the customer after that.

Appropriate greetings and enthusiastic goodbyes matter in retail. They matter a lot. But if you can’t execute the stuff in between, you’re not going to make a very good salesperson. Executing the stuff in the middle requires a base understanding that the salesperson’s job is to inspire the customer to make a purchase. That’s how the business survives, pays the bills and stays in that community to continue to serve customers in the years to come.

As someone wisely said, nothing happens until someone sells something. It has never been truer, and we ought to embrace that dictum wholeheartedly. So keep up the pleasant hellos and the sincere goodbyes, but don’t forget to sell something in between those two pleasantries. That’s what makes the world go around.

Peter Smith is president of Vibhor, a public speaker and author of “Sell Something” and “Hiring Squirrels.” He spent 30 years building sales teams in retail and wholesale and he can be contacted at dublinsmith@yahoo.com, peter@vibhorgems.com, or on LinkedIn, Facebook or Twitter.
Peter Smithis an industry consultant, speaker, and sales trainer, and author of three books, “Hiring Squirrels,” “Sell Something,” and “The Sales Minute.”

The Latest

Jacquie Aiche’s Starry Galaxy Inlay Necklace
CollectionsApr 26, 2024
Piece of the Week: Jacquie Aiche’s Starry Galaxy Necklace

The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.

Gemological Institute of America headquarters
Events & AwardsApr 26, 2024
AGS Conclave and GIA Symposium Are Converging

The two organizations will host a joint event, “Converge,” in September 2025.

De Beers Venetia diamond mine in South Africa
SourcingApr 26, 2024
Anglo American Reportedly Shopping De Beers as BHP Eyes Anglo

Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.

1-(3.18).JPG
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry Retail

With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.

Lisa Bridge and Alexis Padis at AGS Conclave 2024
Events & AwardsApr 25, 2024
Alexis Padis Takes Over as AGS Board President

Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.

Weekly QuizApr 26, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these seven questions.
Take the Quiz
Jesse Cole Savannah Bananas
EditorsApr 25, 2024
5 Tips for Creating Fans from the Top (Savannah) Banana

Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.

John Mayer Audemars Piguet
WatchesApr 25, 2024
Audemars Piguet and John Mayer Partner on Limited Edition Watch

The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.

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.

Stock image of rough diamonds mined by De Beers
SourcingApr 25, 2024
De Beers Lowers Production Guidance for 2024

The announcement came as the company reported a 23 percent drop in production in Q1.

Jared Goff Presents Jared Jewelers’ Donation to Give Merit
MajorsApr 25, 2024
Detroit Lions’ QB Jared Goff Keeps Going to Jared

The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.

Stock image of police crime scene tape
CrimeApr 24, 2024
Jewelry Crime Declines Significantly, But Dollar Losses Remain High

A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.

Kirsty Hume models Pippa Small Venus collection
CollectionsApr 24, 2024
Pippa Small Announces ‘Venus’ Collection

Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.

Pomellato Pom Pom Dot necklaces
FinancialsApr 24, 2024
Kering’s Jewelry Brands a Bright Spot in Tough Q1

The luxury titan posted declining sales, weighed down by Gucci’s poor performance.

JCK Industry Fund Logo
Events & AwardsApr 24, 2024
JCK Industry Fund Announces 2024 Grant Recipients

The selected nine organizations have outlined their plans for the funds.

Aerial shot of the Diavik Diamond Mine in Canada’s Northwest Territories
SourcingApr 24, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues

The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.

Rolex Oyster Perpetual Deepsea in 18-karat yellow gold
WatchesApr 24, 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.

National Jeweler columnist Emmanuel Raheb
ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s Day

Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.

203-carat, 116-carat, and 42-carat diamond
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024

A 203-carat diamond from the alluvial mine in Angola achieved the highest price.

William Ruser: The Jeweler Who Charmed Hollywood book cover
GradingApr 23, 2024
GIA Has a New Book About William Ruser

Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.

Adam Levine and Behati Prinsloo modeling Jacquie Aiche’s Rebel Heart collection
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati Prinsloo

The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.

American Gem Society Conclave logo 2024
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024

Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.

Virtual Diamond Boutique
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’

The overhaul includes a new logo and enhanced digital marketplace.

Signet Jewelers employees and St. Jude Children’s Research Hospital
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research Hospital

The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.

Retrouvaí’s Treasure Necklace
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure Necklace

A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.

Stock image crime handcuffs
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO Show

Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.

China Pearl collage
MajorsApr 19, 2024
Unique Designs Acquires China Pearl

The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.

Printed and digital AGS Ideal grading reports
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed Form

From now through mid-May, GIA will be offering the reports at a 50 percent discount.

×

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