Connect with us

Shane Decker

This Tear-Jerking Story Shows How Exceeding Expectations Allows Sales To Take Care of Themselves

In our industry, we have the opportunity to do these things almost every day.




YOU’VE HEARD of being a good Samaritan, paying it forward, doing the unexpected, being better than others, changing one’s life, and making memories? In our industry, we have the opportunity to do these things almost every day. I wanted to share a story I heard from a client recently — we’ll just call him “Scott” — and encourage you and your team to remember that our job is not really about selling diamonds and gold, it’s really about making people happy and exceeding expectations. When you exceed expectations, the sales will take care of themselves.

On this particular day, Scott was standing in the “sweet spot” just inside the door ready to greet the next client coming in. A middle-aged lady walked in. He smiled and greeted her and noticed she was very sad. She said, “I’m here to get a new men’s wedding band. I just buried my husband and I forgot to take his wedding band off.” She started to cry. So did Scott.

They proceeded to the men’s wedding bands (this store has a huge assortment with all price ranges), and she just stood there looking for a moment, not saying a word. Scott told her to pick one out, and she found one she loved — a ring retailing for about $900. Scott said, “It’s yours. You owe me nothing.” Then the woman began to cry again, but this time, the tears held not only sadness but gratitude as well.

Meanwhile, the woman’s mother had been waiting in the car and decided to come in. She saw her daughter crying and thought the jeweler had said something that upset her. When Scott explained to her mother what had just happened, her mother was very happy and her eyes started to well up, too. She told her daughter, “I knew we’d come to the right jewelry store!” While Scott was taking care of the wedding band, the mother started looking at diamond rings. She picked one out and bought it before she left.

In our business, sometimes you forget about being an owner or a salesperson and you actually become a good Samaritan or a hero in someone else’s eyes. Being sympathetic to a client’s needs and touching their feelings is the best you can be. You can go home and know that you did the right thing. I’m sure this client and her mother are telling all their friends what Scott did. And guess who their jeweler’s going to be forever?

P.S. Owners, you should talk to your employees and figure out how to empower them in situations like this to do the right thing. It could be one of the best investments that you make in your business.


Shane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at [email protected].



Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines






INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular