Sales Strategy
Jimmy DeGroot: How to Develop Benefits Language | January 14, 2026 (0 comments)
Appleton, WI--Walk into any showroom and you’ll hear plenty of product descriptions: “Two-carat custom diamond ring, 14K yellow gold.” Clear, factual and completely forgettable. These are features, the measurable details of a product. Not only do they commoditize your jewelry, but they also belong on receipts, appraisals and tags, not at the heart of a compelling sales conversation.
What truly motivates customers are benefits, the emotional or practical payoffs they will gain. A custom ring isn’t just a piece of jewelry; it’s “a celebration of your one-of-a-kind love story, designed just for you.” That shift from what the product is to what the customer feels is where sales magic happens. Because at the end of the day, features don’t sell jewelry, benefits sell jewelry.
The salesperson’s role is to become a translator: taking raw product facts and turning them into meaningful, personal value.
This requires listening closely to a customer’s needs, concerns, and aspirations, then speaking in a way that makes them think: “That’s exactly what I’m looking for!” One of the most effective ways to build this skill is through a simple team exercise. Start by gathering two or three showcase items - new arrivals, fast-sellers or standout higher-end pieces. Avoid bargain basics; choose items with presence and personality.
From Features to Feelings, The Secret to Selling with Impact
As a group, examine each piece. First, list its features: the materials, design elements, carat weight, craftsmanship. Then move into the benefits by asking three key questions:
So what? Why should the customer care?
Who is this for and why? What type of customer would connect with this piece?
Who is this not for and why? Clarifying this sharpens your conversation.
When teams practice speaking in benefits, they learn to sell not just products, but possibilities, and that’s what keeps customers coming back.
James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Having been in management and the jewelry business for over 20 years, Jimmy offers weekly training to jewelers nationwide via the Train Retail website. Jimmy and his partner Kyle Bullock help jewelry stores grow their profits and their people to fulfill their greater purpose! We do it through one-on-one business coaching, sales training, and leadership development. Contact Jimmy at jimmy@trainretail.com or call 920-492-1191.