Many jewellery professionals fall into the habit of asking yes-or-no questions such as “Are you looking for something today?” or “Do you like this style?” While polite, these closed questions can stall the conversation or limit the customer’s responses. Instead of encouraging dialogue, they often lead to short answers that make it harder to uncover the customer’s real intentions or preferences.
A More Effective Approach
Use open-ended questions to invite your customer to share more about what they want, why they are shopping, and what matters most to them. These questions cannot be answered with a simple yes or no. They prompt conversation and give you the opportunity to listen, respond thoughtfully, and guide the customer to the right product or service. Begin with words like “what,” “how,” or “tell me about.”
Putting It Into Practice
Instead of asking, “Is this for you or someone else?” try, “Tell me about the occasion you’re celebrating.” Rather than saying, “Do you like this piece?” ask, “What kind of designs do you usually wear?” These small changes in phrasing can open the door to a much richer and more meaningful conversation, giving you useful clues about the customer’s taste and purpose.
The Impact on Engagement
Open-ended questions build trust and rapport. They show the customer that you are genuinely interested in their story, not just the sale. This makes the experience feel more personal and less transactional. As the customer becomes more engaged, they are more likely to share what they are really looking for and more receptive to your suggestions.
The Professional Advantage
Consistently using open-ended questions develops your listening skills and increases your ability to match the right product with the right person. It positions you as a thoughtful and intuitive professional, which builds long-term relationships and increases repeat business.
The Big Picture
“Sales success today depends not on selling, but on listening and helping.” — Harvard Business Review, ‘The End of Solution Sales’
