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The 10 Commandments of Sales, According to Our Readers

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Sales is both art and science, and probably a few other things, too. People work for years and decades to become good at it. And as our 2016 Big Survey suggests, there are plenty of ways to be bad at it.

We asked you, our readers, to help us come up with a list of the “10 Commandments of Sales,” and we received 398 responses.

What’s clear from your answers is that you have, at least from time to time, seen people get things really wrong.

There are some solid, fundamental guidelines, like Commandment No. 1: “Thou shall not pre-judge the customer.” That’s a good one to keep in mind, as even experienced salespeople can fall into this trap.

But look at No. 8, which focuses on not being on your cellphone or chewing gum on the sales floor. It’s sad that this one even has to be a commandment — you’d think it would be a given for any serious salesperson.

Unfortunately, even No. 8 seems pretty mild once you read through our additional list of “lesser-known, but no less important, commandments.”

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It’s shocking that anyone would break commandments such as “Thou shall not roll your eyes at a customer” and “Thou shall not have sex in the office with employees at the store.” But apparently these transgressions are not unheard of.

Here’s hoping that your sales staff members are following all of the commandments — both the big 10 and the lesser-known ones!

 

THE 10 COMMANDMENTS OF SALES
ACCORDING TO OUR READERS:

I
Thou shall not pre-judge the customer. (28%)

II
Thou shall not lie to the client. (19%)

III
Thou shall listen to the client and not talk too much. (14%)

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IV
Thou shall not ask “Can I help you?” (10%)

V
Thou shall not discuss politics or religion at work. (7%)

VI
Thou shall not ignore a client in your showroom. (7%)

VII
Thou shall smile when talking to a client in person or on the phone. (6%)

VIII
Thou shall not be on your cellphone nor chew gum on the sales floor. (5%)

IX
Thou shall not discount the product. (4%)

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X
Thou shall not bash the competition. (4%)


… AND 10 LESSER-KNOWN, BUT NO LESS IMPORTANT, COMMANDMENTS:

  1. Thou shall not eat donuts on the sales floor.
  2. Thou shall not roll your eyes at a customer.
  3. Thou shall not have sex in the office with employees in the store.
  4. Thou shall not forget to check tops before leaving home to make sure what shows when you’re bending over.
  5. Thou shall not be disrespectful, even if the customer is goofy as hell.
  6. Thou shall not listen to your wife’s comments about customers.
  7. Thou shall not bother me while I’m polishing turds at the bench.
  8. Thou shall leave thy personal “stuff” at home.
  9. Thou shall not try to convert customers to veganism.
  10. Thou shall not cry and grab onto the customer’s leg.

This article is an online extra for INSTORE Online.

 

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Vegas Must-Haves #8: Long-and-Lean Earrings Are Everywhere

They’ve been popular at awards shows and on international catwalks.

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Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

From the red carpet to the runways to the design studios, all styles of earrings continue to be strong. One style that we saw at all the big awards shows this past season as well as on the international catwalks was the long and lean look. The earrings can range from sticks of diamonds to streamlined and linear with more movement, traced with enamel and/or popped with colored stones, and can go from mid-length to shoulder-skimming.

Lili Reinhardt in Swarovski earrings at the 2019 Golden Globe Awards Photo: Shutterstock

GiGi Ferranti Gia Deco 14K stick earrings with Zambian emeralds and diamonds. gigiferranti.com. $5,200

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EF Collection 14K gold diamond and enamel Stripe Bar Drop Earrings. efcollection.com. $650

Harwell Godfrey 18K gold articulated black and white diamond stick earrings in yellow gold, harwellgodfrey.com. $2,700.

Effy Pave Classica 14K White Gold Diamond Vertical Earrings, 0.35 TCW effyjewelry.com. $1,095.00

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Vegas Must-Haves #7: Attention-Grabbing Gold Chains That Mix New and Old

They’re being linked and looped together in creative ways.

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Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

Gold chains are back as a statement and a staple for your customer’s jewelry wardrobe.

I first started noticing the trend to weightier and gutsier chains in 2016, and they are being linked and looped together in creative ways. Many of the modern links take their cue from antique bold gold curb and paperclip watch chains and/or long vintage 70s large rectangular and oval links. Your clients can wear these alone or add charms and medallions. Foundrae is a perfect example of showing different lengths, styles and widths of chains and connector links to add their meaningful pendants. Add different charms or teach customers how to wear the longer versions doubled or creatively as lariats or elongated Y necklaces.

Tod’s Fall/Winter 2019/20 Runway Show

Jemma Wynne 18k gold Toujours emerald necklace with diamonds $15,750 jemmawynne.com

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Sylva & Cie 14K rose gold diamond oval link chain with champagne diamonds approximately .90 TCW sylvaandcie.com. 9,750.00

Foundrae 18K gold mixed oversized clip choker. foundrae.com. $14,995

Brent Neale 18K gold textured chain link necklace. brentneale.com $9,850.

Marla Aaron heavy sterling silver curb chain with baby 14K lock. marlaaron.com $682

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Editor's Note

This Year’s INSTORE Design Awards Winners Followed In a Stellar Tradition

With 25 categories, many designers had the chance to shine.

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EVERY YEAR, I’M consistently impressed by the ingenuity displayed by the jewelry designers who enter the INSTORE Design Awards. Two years ago, Hisano Shepherd of Little H made a splash with her fresh take on pearls, slicing them open and encrusting them with gemstones. Last year, Katey Brunini won three categories with three separate pieces from her intricate and colorful Eating Watermelon In The Black Forest collection, while TAP By Todd Pownell took two other categories with their striking, nature-inspired use of diamonds.

This year, with so many more categories (25, as opposed to eight last year), lots of designers made their mark. Adel Chefridi won two categories and a Retailer’s Choice award with his geometric matte designs. Thorsten placed with three different show-stopping wedding band designs. Manufacturers Gabriel & Co. and UNEEK Fine Jewelry each had multiple winners. The mesmerizing Sultana ring by Annamaria Cammilli Firenze cleaned up across several categories. Then there was our Grand Prize winning piece: the VIVAAN cuff (featured on our cover) with nearly 30 carats of natural fancy color diamonds that won over both our judges and online voters.

When you’re shopping the Las Vegas trade shows, start with the winners of this design competition. If they’re turning heads among our judges and online voters, they’re sure to turn the heads of your clients as well.

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

  • When displaying men’s jewelry, opt for timeless elements like antique fly-fishing reels, old toy cars or old sports items. (Ask Instore, p. 91)
  • Longer ad copy yields better results, as proven by Google. (Jim Ackerman, p. 90)
  • Always display in odd numbers; it’s more aesthetically pleasing. (Three Things I Know About, p. 94)
  • Ask questions that elicit a “yes” from the woman in order to close the male buyer. (Shane Decker, p. 92)
  • When retirement is in the near future, start maximizing net profit to build the value of your business. (David Brown, p. 94)
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