Longtime Industry Sales Trainer Lenny Zell Dies at 97

Albany, Ore.—Leonard (Lenny) Zell, a sales trainer who was said to be the first to write a manual on jewelry sales, died on Thursday in Albany, Oregon.

He was 97.

Zell was born on June 28, 1927, to Harry and Hannah Zell, according to his online obituary.

He went on to attend Columbia Prep, the University of Southern California, University of Washington, and University of Portland before joining the family business in 1949.

While working alongside his father and uncles, the founders of Zell Bros. Jewelers in Portland, Oregon, he learned that the business wasn’t just about selling jewelry but selling memories.

At Zell Bros. he originally focused on watch repairs before moving on to sales.

He learned from his father, a “master” salesman, according to Zell’s obituary, seeing the smile he kept on his face while talking to customers.

“My experience is that the person with the most outstanding smile and enthusiasm outsells all other salespeople regardless of experience or product knowledge,” Zell said to JCK for a 2009 story on sales tips.

As the business expanded, Zell later became manager of its location in Portland’s Washington Square shopping center.

It was during this time that Zell met the customer who later became his wife, Marietta. They wed in Maui in 1993.

In 1972, after Zell Bros. was sold to Zale Corp., Zell became the manager of a mall-based Zales store.

During this time, he trained other Zale Corp. employees and found his calling for the rest of his professional career.

Zell started his business, Professional Sales Training, in 1981, working with clients from top jewelry companies across the globe and becoming a well-known instructor and educator who always encouraged his students to smile.

He also contributed articles on sales to trade publications and wrote the first-of-its-kind “Jewelry Sales Manual,” which became an industry standard.

He worked well into his 90s and was known to continue to answer emails or phone calls from retailers in need of sales advice even after he retired, according to a 2023 profile on Zell by Southern Jewelry News.

Aside from sales training, Zell’s passions in life included photography, skiing, scuba diving, tennis, going to Oregon’s Cannon Beach, eating RingSide onion rings, and writing a poem for every wedding anniversary and birthday.

“His zest for life was inspiring, his optimism boundless, and he was proud to have made a difference in so many lives,” said his online obituary.

He is survived by his wife of over 30 years, Marietta.

Zell was preceded in death by his sister Marilyn.

Remembrances can be made to B’nai B’rith Camp in Lincoln City, Oregon, and Temple Beth Israel in Portland.

To send flowers or have a tree planted in Zell’s memory, visit the AAsum-Dufour Funeral Home’s website.