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Shane Decker

The Real Truth Behind 3 of the Most Common Objections You’ll Hear

Customers speak in code: understand it to close more sales.




EVERY JEWELER RECOGNIZES these three often-heard objections, but do they know how to handle them? If not, the sale is dead. But if you listen for the hidden meaning behind these customer words, you’ll understand that they’re in your store to buy something, and they just need a little help from you. Here are the objections, followed by what these clients are really thinking.

“I’m Just Looking.”

What it really means is:

➤ When I find it, I’m gonna buy it.

➤ I’m shopping.

➤ Help me find what I want.

➤ The last place I was at, they let me “just look” right out the door.

➤ Customer service is very important to me.

➤ I want to become your personal client.

“This is the First Place I’ve Been.”

What it really means is:

➤ I came to the best first.

➤ Can you help me find this?

➤ I’m in a hurry.

➤ I just started looking.

➤ I am a destination shopper on a mission.

➤ This store always takes care of me.

➤ I feel very important here.

➤ My wife told me you have what she wanted.

➤ I trust your shop.

➤ I came here because of a referral.

➤ I want to be closed.


“I’ll Be Back.”

What it really means is:

➤ I’m not coming back. (93 percent of clients who say they’ll be back never come back; 50-70 percent buy within the first two hours after leaving your location.) ➤ I was not closed.

➤ You made the presentation about you, not me.

➤ You got too technical (or not technical enough).

➤ You did not ask me enough questions (sale-specific and/or relationship-building).

➤ My objections were not handled.

➤ You ignored me when I came in — or I felt pre-judged.

➤ You lack the product knowledge I needed to make a decision.

➤ You didn’t close properly all the way through and reassure me about my purchase.

➤ You didn’t have what I wanted. (This is the only justifiable excuse.)

➤ You didn’t prove your product was worth it by using value-added statements.

➤ You didn’t listen to my real needs.

And when clients leave your store empty-handed, they are probably thinking:

1) There’s something wrong with it.

2) You (the salesperson) didn’t seem to like their choice.

3) You weren’t telling the truth.

4) It was marked up too high.

5) You were very unprofessional.

6) You sold out of your own pocketbook, not mine.

These three objections are some of the easiest to handle if you do it correctly. In all of these cases, the client should have been team-sold. Remember: Clients buy the experience more than they buy the product. The better they are treated, the higher the closing ratio.

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



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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