Clancy Martin is a tenured philosophy professor who used to sell luxury jewelry… and he wasn’t very honest about it.
The jewelry business — like many other businesses, especially those that depend on selling — lends itself to lies. It’s hard to make money selling used Rolexes as what they are, but if you clean one up and make it look new, suddenly there’s a little profit in the deal. Grading diamonds is a subjective business, and the better a diamond looks to you when you’re grading it, the more money it’s worth — as long as you can convince your customer that it’s the grade you’re selling it as. Here’s an easy, effective way to do that: First lie to yourself about what grade the diamond is; then you can sincerely tell your customer “the truth” about what it’s worth.
As I would tell my salespeople: If you want to be an expert deceiver, master the art of self-deception. People will believe you when they see that you yourself are deeply convinced. It sounds difficult to do, but in fact it’s easy — we are already experts at lying to ourselves. We believe just what we want to believe. And the customer will help in this process, because she or he wants the diamond — where else can I get such a good deal on such a high-quality stone? — to be of a certain size and quality. At the same time, he or she does not want to pay the price that the actual diamond, were it what you claimed it to be, would cost. The transaction is a collaboration of lies and self-deceptions.