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A Message to Retail & Pawnshop Salespeople
As a salesperson, you’re not just selling products—you’re shaping the entire customer experience. You are on the front line. You are often the first—and sometimes the only—human connection a shopper has with your store. That means you carry the power to make or break the business.
Think about it: the first impression customers get is you. The last impression before they leave is also you. What happens in between determines whether they buy, come back, and tell others about their experience.
That’s why the true goal of a sales presentation goes far beyond “ringing the register.” The real goal is to:
Build personal trade (customers who ask for you by name).
Create repeat business (shoppers who come back again and again).
Generate referrals (customers who send friends and family to you).
Here’s a clear definition of the role of a salesperson:
One who causes the exchange of ownership of a product or service based on the customer’s wants and needs—with integrity.
Now let’s break that down:
Causes
You are the cause—the driver of outcomes. Every day, you make decisions that determine whether a customer buys, sells, or walks away.
In jewelry: Do you show the ring that matches her lifestyle and budget, or do you simply point at the display case? That choice can cause her to either light up with excitement—or quietly leave and shop elsewhere.
In appliances: Do you explain how the energy efficiency of a washer will save them money long-term, or just rattle off the price? That explanation can cause them to see the value—or to see no difference between you and the competition.
In furniture: Do you help a couple visualize how a sectional fits in their living room with their kids and pets, or do you leave them staring at fabric swatches? That effort can cause them to picture themselves enjoying the purchase—or to keep shopping at three more stores.
In a pawnshop: Do you take the time to explain the value of an item, make a fair offer, and show empathy for their situation—or do you just quote a lowball number and send them out the door? That choice can cause someone to become a loyal customer—or to tell the whole neighborhood not to come back.
💬 Script Example – When a Customer Brings in an Item to Pawn
Customer: “How much can you give me for this watch?”
Salesperson:
👉 “That’s a nice piece. Let me take a closer look at it. I’ll check the brand, condition, and current resale value so I can get you the best loan I can. My goal is to make sure you walk out with cash in your pocket today—and still feel good about coming back for it when you’re ready.”
Customer’s Wants and Needs
The best salespeople know the secret: it’s not about what you want to sell—it’s about why the customer wants to buy (or why they need cash today).
Every shopper or borrower walks in with a different story:
The bride-to-be looking for a ring that tells her story.
The dad replacing an old refrigerator before school starts.
The couple shopping for furniture to fit their growing family.
The young man pawning his guitar to cover rent—hoping to get it back as soon as possible.
The collector browsing the pawnshop for unique finds at a fair price.
Your job is to uncover those stories. How? By asking thoughtful questions and listening carefully. When you understand their wants and needs, you stop “selling” and start solving.
💬 Script Example – When You Have to Offer Less Than the Customer Expected
Customer: “I thought this guitar would be worth $300. Why are you only offering $150?”
Salesperson:
👉 “I understand where you’re coming from—it’s a beautiful guitar. The challenge is the resale market. Right now, I can only loan on what I know I can recover if it doesn’t get picked up. I want to be as fair as possible, and if you decide to pawn it, I’ll take good care of it so you can get it back.”
💬 Script Example – When Selling from the Case
Customer: “That ring is pretty—how much is it?”
Salesperson:
👉 “It is beautiful. This one just came in recently—it’s 14K gold with genuine diamonds. Let me put it on your hand so you can see how it looks in natural light. The diamonds really sparkle. Beautiful isn’t it?”
Selling with Integrity
Integrity is the foundation of every great sales career. Without it, nothing lasts. With it, everything grows.
Selling with integrity means:
Being honest. If a product isn’t the right fit, say so. In a pawnshop, if you can’t pay what the customer expected, explain why instead of brushing them off.
Keeping promises. If you say you’ll hold an item for pickup, follow through. If you commit to calling when something special comes in, do it.
Respecting budgets and needs. A customer buying a $100 chain deserves the same respect as the one spending $5,000. A borrower pawning tools to make it through the week deserves the same dignity as the customer buying a diamond ring.
💬 Script Example – When Upselling or Cross-Selling
Customer: “I’ll take this drill.”
Salesperson:
👉 “Great choice—it’s solid and reliable. Since you’re getting the drill, What set of bits do you need to go with it? I’ve got a kit here at a great price that’ll make sure you can tackle any project without running back to the store.”
💬 Script Example – Building Long-Term Relationships
Customer: “I just need some quick cash today.”
Salesperson:
👉 “Absolutely, I’ll take care of you. I want you to know we’re here for more than just today. A lot of my customers come back because they know we treat them fairly—whether they’re pawning, buying, or selling. Once we take care of this, let me know what you’re usually looking for. If something you’d love comes in, I can give you a call.”
Customers can sense sincerity. When they know you’re looking out for their best interests—not just your margin or commission—they trust you. That trust is what turns first-time buyers and borrowers into lifelong clients. 👉 Bottom line: Whether you work in retail or a pawnshop, you’re not just selling products or making loans—you’re building relationships. Do it with causation, customer focus, and integrity, and you won’t just hit today’s sales goals. You’ll build a reputation, a loyal following, and a career that keeps paying dividends long after the first sale—or the first loan is made.
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Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read a fabulous article titled:
What is Your Jewelry Store Really Worth?
By Chuck Frey – President of Charles Frey & Company Inc.
Recruiting, Interviewing and Hiring Guide – Now Available
Introductory Price: Just $89.95 Instant PDF Delivery to Your Inbox!
Tired of high turnover, poor in-store experiences, or hiring people who just “don’t fit”?
This powerful, step-by-step guide is designed specifically for retail business owners and managers who need a better system for hiring employees that actually drive sales and elevate your customer experience.
What is inside the Guide
✓ Retail Hiring Philosophy
How to build a team that reflects your brand and boosts customer loyalty.
✓ Where to Find Great Retail Recruits
Field-tested sources to find motivated, coachable team members.
✓ Retail Interview Questions That Matter
- 1st Interview: Spot potential early
- 2nd Interview: Assess attitude, trainability & culture fit
- Final Interview: Seal the deal with confidence
✓ Pre-Hire Screening Tools
- Basic Math Test (for POS accuracy)
- Reading Comprehension Test (for signage & promo understanding)
- Pre-Interview Questionnaire (to save time)
✓ Legal & Smart Hiring Essentials
- Employment Application + Waiver
- Background, Drug, and Physical Exam Consent Forms
- Questions to Avoid (stay compliant!)
- Reference Check Form & Phone Script
✓ Easy-to-Follow Hiring Checklist
To stay organized and avoid costly missteps.
PERFECT FOR:
- Jewelry Stores
- Home Goods & Furnishings Retailers
- Electronics & Appliance Retailers
- Pawnbrokers
- Apparel Stores
- Franchise & Multi-location Operators
👉 Order Now:
www.principlesforbusinessandlife.com/products/
Have your staff subscribe to the Munchies Newsletter and please pass this along to others within your circle of influence. https://principlesforbusinessandlife.com/contact-us/
FINAO
Brad Huisken
IAS Training
[email protected]
https://principlesforbusinessandlife.com/