Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Squirrel Spotting: Reach Out and Touch Someone
Peter Smith’s latest column on the importance of physical contact will have you streaming Motown’s greatest hits in no time.
I love the Four Tops song “Reach Out (I’ll Be There).”
It’s got everything a great song needs—Levi Stubbs’ plaintive vocals, a great, driving bass line, wonderful lyrics and sublime harmonies.
In many ways, it could be the signature tune for Detroit, the city that gave us the Four Tops and that great Motown sound.
The song could also serve as the signature song for one of the most important disciplines in sales—touching our customers.
WATCH: The Four Tops, “Reach Out (I’ll Be There)”
Lawrence D. Rosenblum wrote in “See What I’m Saying” that: “When we touch someone, you activate a strip of your brain that runs from a spot just above your ears all the way to the top of your head. Touching also activates higher-level brain areas needed for recognition and reaction.”
Rosenblum echoes findings from the social-science community that frequently cite touching as a primary means to meaningful human connection.
Additionally, touching is a powerful way to combat anxiety and stress (guy shopping for an engagement ring perhaps?). There’s a reason we hug our children and our loved ones when they suffer setbacks, or physical or emotional pain. We’ve been making “boo-boos” go away for … well, it depends on how old you are.
Now, don’t think for a minute I’m suggesting we walk around all day hugging customers. Can you imagine?
Customer: “Hi. Do you guys change watch batteries?”
You: “As a matter of fact, we do. Now come over here and give me a hug!”
Yes? No? Probably not. How about this one:
Customer: “I’m upset that the prong on my ring appears to be broken.”
You: “Well, let’s hug a minute, and then I’ll take a look.”
Like I said, we can’t go around all day hugging everyone, but we should try to touch people at every opportunity, and the good news is that in jewelry stores, we get lots and lots of opportunities to do exactly that.
For instance, shaking hands can be the most natural thing in the world if conducted with authenticity (or a contrived gimmick if mandated across the board).
Decide for yourself when it feels right, and do it properly when you are doing it. Nothing feels worse than a bad handshake.
In “First Impressions,” Ann Demarais and Valerie White wrote about handshakes: “Their [social-psychologists’] findings indicate that a firm handshake, characterized by strength, vigor, duration, eye contact and completeness
I’ll add to that: If you’re a finger-breaker, get over yourself. We’re supposed to be connecting in a way that is good for two people, not auditioning to become a bricklayer.
Two additional and socially acceptable means of touching include the shoulder and the elbow.
It is perfectly fine to engage in a light touch of either and, needless to say, it’s a whole lot easier to do if you are on the same side of the counter as the customer. What a concept!
And, finally, the most obvious and appropriate means of touching your customer is when helping them to try on jewelry.
Necklaces, earrings, bracelets and rings all provide obvious and organic ways for appropriate human-to-human touching, and getting jewelry on customers is always a good idea.
We’ll leave the final word on this to Leonard Mlodinow, who wrote in “Subliminal: How Your Unconscious Mind Rules Your Behavior” that, “Scientists have discovered a particular kind of nerve fiber in the people’s skin—especially in the face and arms—that appears to have developed specifically to transmit the pleasantness of social touch.”
Now, if we could just put a tune to that and have Levi Stubbs sing it …
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.
The Latest
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The announcement came as the company reported a 23 percent drop in production in Q1.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
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.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show
The Patek Philippe expert will serve as personal curator for the brand-focused company.