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Sales Strategy

Watch Out! |  January 22, 2015 (0 comments)


Austin, TX--I watch this happen all the time: a customer walks into a jewelry store and the sales associate has already decided that that person is not going to buy today and they really don’t want to put effort into the customer. 

Maybe they walked into the store holding a watch. Everyone run! Fall to the floor, find a job in the back room, avoid any eye contact. Someone else will help them. And someone else’s time will be taken up with a watch battery, not mine.

I see it everyday. You already have in your mind this is not a customer for me. I am not going to talk about how this customer can lead to a BIG sale, because you should already know that. I am gong to talk about your expectation of what you assume will happen. What you believe in your mind can have a tremendous impact on what actually does happen. I am here to tell you to make every attempt with every customer that walks in because to expect a positive outcome is the best thing you can do for yourself, your sales team and your store.

Look at every customer as a new experience and challenge. Always expect a positive outcome.  Anything else can only inhibit your efforts. Look, in the worse case scenario, the customer wants a watch battery and they are running out the door. But next time they come in they will recognize you. Minimize your doubts, be positive and learn from every customer that walks in your store.

Make it the best sales day ever!

Pat Henneberry, The Jewelry Coach, actually never envisioned a career in jewelry. But after growing up in the heartlands of Iowa, she moved to Austin, TX, and became an award-winning salesperson with ArtCarved. Now, with more than 30 years’ experience, Henneberry is one of the diamond world’s top trainers, having helped build multiple brands for the jewelry industry. She spent 10 years with DeBeers’ Diamond Promotion Service, where she helped launched new brands, worked on national ad campaigns like "A Diamond is Forever,” and helped retail jewelers build their diamond business. While there, she was the proud recipient of the Diamond Symphony Award by Diamond Promotion Service and DeBeers. Later, she was part of the Hearts On Fire international training team, where she traveled the world teaching retail jewelers how to sell diamonds and grow their business. Henneberry is the founder of The Jewelry Coach. The Jewelry Coach is about building positive principals for self-improvement and personal jewelry sales development, and offers an online 24/7 sales training community. Her clients number such famous names as Forevermark US, Tiffany & Co. sales training, and LVE, a new Schachter & Co. diamond brand, as well as other key brands and retailers in the luxury jewelry sector. She also is frequently sought as a motivational speaker in the industry. She can be reached at (512) 203-3414 or at

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