In this episode of the Jewellers Academy podcast, host Anna Campbell chats with sales expert Anna Payne about transforming the way you think about selling and generating revenue for your jewellery business. If selling feels sleazy or uncomfortable to you, this conversation offers a refreshing perspective—one that frames sales as an authentic and service-driven process, not a pushy transaction.  

Together, they explore the mindset blocks and fears that can hold business owners back, the importance of a clear and effective sales process, and the power of building meaningful customer relationships to drive repeat sales. Anna Payne shares her actionable five-step sales framework, showing that selling doesn’t have to feel daunting—it can be joyful, creative, and deeply rewarding.  

Whether you’re looking to leverage existing customer relationships, improve your pricing strategy, or simply feel more confident in selling, this episode is packed with insights to help your jewellery business thrive.

Takeaways:

Fear of judgment can prevent effective selling. Understanding the sales process is crucial for success. Building relationships with past customers is key. Selling should be enjoyable and creative. Having a clear vision helps guide sales efforts. Delivering excellence leads to repeat customers. Sales strategies should be authentic and not pushy. Taking action is necessary to see results. Mindset plays a significant role in sales success. Sales is about creating impact and freedom. A significant source of sales can come from existing customers. Familiarity plays a crucial role in customer purchasing decisions. Making the buying process easy increases sales likelihood. Utilizing abandoned cart emails can recover lost sales. Engaging with customers through social media builds relationships. Selling should be viewed as good customer service. Pricing strategies can significantly impact sales revenue. People are often less price-sensitive than expected. Creating a positive customer experience is essential for retention. Selling is about attracting customers, not pushing them. 

Anna Payne is a sales expert who helps business owners with the sales and strategies to make their first 100k. She is has grown three very different businesses to achieve 6 figures within the first 12 months. She is an introvert and hates pushy and sleasy sales tactics and has a mission to help business owners fall in love with selling so they can create impact, freedom and the life they really want. She's the author of the number one bestseller 'Everything you've been taught about sales is wrong, probably'.

https://www.annapayne.online/everything https://www.instagram.com/annapaynesales

 

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