For Your Staff:Selling Platinum
Five Steps to Perfection
Here's a quick how-to for planning and producing an effective platinum
by Lisa Labrado
Manager of Public Relations and Special Events
Platinum Guild International USA Jewelry LTD.
Retailers across the U.S. are experiencing phenomenal platinum jewelry
sales increases. You can take advantage of the white wave by hosting a platinum
party in your store. It's easy and can help you increase your platinum jewelry
sales during the all-important fourth quarter.
Turn the page for five steps to creating a successful and elegant event.
1. Think Platinum
From your invitations and signs to your food and decor, platinum is your
theme. For a Thursday or Friday evening cocktail reception, for example,
mail simple white invitations with platinum-colored ink. Decorate with one
or two white flower arrangements and have simple signs made for the event
(you can display the signs a week in advance also as an advertisement to
new customers who haven't been invited yet and a reminder to those who are).
During the event, serve white wine, champagne, sparkling water and light
hors d'oeuvres on platinum-colored trays (finger foods keep your costs down
and leave less to clean).
2. Increase Your Stock Levels and Invite Your
Be sure to have plenty of platinum jewelry and watches on hand. To buy it,
customers have to see it. You might want to ask your platinum vendors to
participate in the event. Promote their visits as "Special Appearances
by the Designer" and ask whether they can bring extra platinum pieces
3. Prizes, Prizes, Prizes
Everyone likes to win a prize. Buy an inexpensive piece of platinum jewelry
from one or more of your participating vendors to give away during the party.
Ask your guests to fill out a slip of paper and include their name, address
and telephone number. This is a great way to know who attended your event
and to increase your mailing list.
4. Platinum Sales Training
Hold one or two platinum sales training seminars for your staff before the
event. Make certain your sales associates understand the selling points
to better serve your customers. To request a "Platinum To Go"
sales training information packet, fax PGI at (949) 760-8780.
5. Show Your Platinum
Be sure to place platinum jewelry in all of your prominent display cases
throughout the store. Use in-case signs &150 available from PGI &150 to
help your customers identify all of your platinum jewelry.
For more information or further ideas, call PGI at (949) 760-8279.
Copyright © 1998 by Bond Communications.