Fishing for Sales: Are you Using the Right Equipment?

In last month’s article we discussed the importance of finding the right location, or hot spot, when it comes to fishing and sales. As we move forward this month I am going to discuss in the importance of using the right equipment which is your selling skills and knowledge.

Sometimes people assume that I am not into learning product knowledge or selling skills because I am so focused on connecting with the customer and looking out for their best interest. I can understand how they come to that conclusion, but that is not the case. It is important to remember that you must have all three (location, equipment and the right bait) in order to find success. If any one is missing you will not find success.

Over my many years in the jewelry industry I have obtained some great equipment from mentors like Shane Decker, Brad Huisken and Terry Chandler. These great men have taught me knowledge, passion and most importantly integrity. There are many other great leaders, sellers and co-workers that I have worked with over the years that have contributed to my success. Everyone that you work with has the potential to teach you something with the skills and talents they possess. Many times you are unaware of the impact they have had on you until you discover the little treasures they left buried within you.

The most important equipment that you will need on a fishing trip is the fishing pole and tackle. In relation to sales this would be your knowledge of the product. Why is this the most important you may be asking? Picture yourself having an amazing boat (selling skills) to maneuver around the lake and find hot spots. When you get there you realize that you do not have a fishing pole. If you do not know your product you will not find success. Every store should set aside at least 30 minutes each week to focus on a brand or product that their store provides to their customers. If you are not doing this on a regular basis you will find the previous scenario taking place. It is better to have a pole and fish from the shore. At least you will have a chance to catch something!

Once you have obtained your product knowledge, it is important to find the right boat which is your selling skills. It could be the basic greeting, asking open-ended questions, overcoming objections and closing. These are wonderful skills that every sales associate should learn. For many of us who have been in the industry for a while it is time that we upgrade and get a better boat with better equipment, like sonar, to find the fish. That is what Modern Day Selling offers you to add on to the knowledge and skills that you have already obtained and mastered.

When you begin to learn to manage yourself, maintain your levels of passion and energy, understand the modern day customer and impact peoples lives in a meaningful way, great things will happen. With such great equipment comes a great responsibility to share it with others and help them out along the way. The problem is that many people flaunt their success and run over the poor guy in the canoe sinking his chances for greater success. I find great satisfaction in helping others find the same success or greater than I have. You should give it a try and see how it feels to impact someone’s life in a meaningful way.

In closing I encourage you to take a close look at the quality of the equipment that you are using. Is your product knowledge up to date or old and rusty? Could you find greater success with an upgrade? If the answer is yes I encourage you to explore the benefits that Modern Day Selling can offer you and your staff. Next month we will close out this series by focusing on the bait that you are using, which is your selling style. JBA

Brian Barfield HeadshotAbout the Author:
Brian Barfield is a trainer/senior sales consultant at The Gem Collection in Tallahassee, FL. Brian has over 17 years experience in the jewelry industry. He has had 9 years management experience as a store manager and spent the last 6 years as a million dollar sales associate. Brian has taken the knowledge he has obtained and has created a modern day road map for sales associates to find a greater success. Brian is a two-time published author and these concepts are based on his first book “Modern Day Selling.” To find out more information and training course guidelines you can reach him by email at [email protected] or via his website,

Author:Jewelry Business Advisor