Sales Meeting (Jan 26-Feb 1): The Male Customer Decoder – 10 Things Every Man Thinks But Won’t Say

INTRODUCTION: Many sales trainers suggest holding sales meetings on Tuesdays or Fridays, but your store’s reality will obviously determine the best time for your meetings. Your weekly meeting can last 30 minutes, 45 minutes or 60 minutes.

Week 4 (Jan 26-Feb 1): The Male Customer Decoder — 10 Things Every Man Thinks But Won’t Say

OPENING SEQUENCE (5-7 minutes)

Minutes 1-2: Recognition & Praise

• Start with specific wins from yesterday/this week
• Point out behaviors you want repeated
• Examples: “Sarah’s perfect use of the T.O. technique” or “Mike’s follow-up that brought a $5,000 sale”
• Make it sincere and specific

Minutes 3-4: Numbers Check & Store Updates

• Yesterday’s sales highlights (what sold, who sold it)
• Today’s appointments and special situations
• Rush repairs ready for pickup
• Items no longer in cases
• Quick progress check on weekly/monthly goals
• This week’s spiff

Minutes 5-7: Team Connection

• Inspirational quote (rotate who selects)
• Check current gold prices (market awareness)
• Any personal celebrations to acknowledge
• Set positive energy for the day

CORE TRAINING SECTION (20-45 minutes)

FEATURED SUBJECT

The Male Customer Decoder – 10 Things Every Man Thinks But Won’t Say

Training resources for this lesson — Shane Decker’s columns in September 2005, January 2006, April 2006 and February 2011.

The 10 Hidden Thoughts:

• 1. “She doesn’t really like jewelry”
  • Translation: “I’m terrified of buying the wrong thing”
  • Response: Show simple diamond studs, say “Every woman loves these”
  • This is his defense mechanism against failure
• 2. “I only have $3,000”
  • Reality: He has $6,000 but testing if you’ll negotiate
  • Shane calls this “The Bogey technique”
  • Show him something for $4,500 and romance it
• 3. “What do you think?”
  • He desperately needs confidence in his decision
  • He’s borrowing your expertise
  • Give reassurance, not more choices
• 4. “I’ll be back”
  • He’s going to your competitor next
  • 93% who say this never return
  • Close now or lose forever
• 5. “I’m just looking”
  • He’s definitely buying today
  • Scared you’ll judge or push him
  • He drove here with money ready to spend

What Male Customers Actually Need:

• Speed: They want to make a purchase quickly and leave feeling successful
• Simplicity: Show 2 options maximum, not 12 – too many choices create paralysis
• Security: They need guarantees, return policies, and reassurance she’ll love it
• Success: They want to feel like heroes when she loves the gift

The Three Fears Every Male Customer Has:

• Fear of disappointing her: “What if she doesn’t like it?”
• Fear of overpaying: “Am I getting ripped off?”
• Fear of looking ignorant: “Should I know more about jewelry?”

How to Help:

• Be their trusted advisor, not their teacher
• Eliminate fear through reassurance and policies
• Make decisive recommendations: “This is the one”
• Let them know it’s OK to spend the money

Practice Scenarios:

• Role-play each “decoder” situation
• Practice confident recommendations
• Learn to recognize fear disguised as hesitation
• Master making him feel smart about his purchase

CLOSING SEQUENCE (5-8 minutes)

Option A – Team Member Presentation (twice monthly)

• 5-minute presentation by assigned staff
• Topics can include:
  • Book Report: 5-10 key takeaways from a business book
  • Customer Experience Report: What other retailers do well
  • Mystery Shop Report: Insights from visiting competitors
  • Learning Summary: Online course or training completed

Option B – Action Planning (alternate weeks)

• Review “wow” opportunities for the day
• Assign follow-up calls
• Preview upcoming store events
• Set individual daily goals
• Quick round: “What’s one thing you’ll implement today?”

FINAL MINUTE

• Restate the main learning point
• Team energy boost (high-five, cheer, or affirmation)
• “Let’s make today count!”
• Open doors ready to excel