The jewelry retailer of today can no longer afford to spend money on advertising and marketing and sit back and hope that the advertising works. To build an ivory palace and wait for customers to come into the store could spell disaster. Salespeople in a successful jewelry operation have to take some responsibility and do their part to help drive traffic into the store. It is no secret that prospecting is the toughest part of your career in sales. Prospecting takes the most drive, effort, determination, and self-discipline. Yet, prospecting is the activity that will give you the greatest number of potential customers. You certainly can’t sell anyone if you don’t talk to anyone.