July 1999
For Your Staff:Selling Platinum
Platinum Preference
Most consumers can be divided into one of two groups when it comes
to design preferences
BY CAROLINE STANLEY
Platinum Guild International USA
Most people fall into one of two categories when it comes to style preference:
contemporary or traditional. These preferences can encompass anything from
lifestyles to how they furnish their homes.
When it comes to platinum, contemporary or traditional refers to how
your customers think of the precious metal. By learning their preferences
and targeting your sales presentation, you can help close your platinum
sale. To find out who fits in each category, just ask your customers what
they think of when they "think platinum." The answer should point
your sales presentation in the right direction.
Contemporaries
Contemporary customers appreciate platinum because it seems "new."
They love that platinum has emerged on today's fine jewelry scene and appreciate
the color, attitude and statement of style that platinum makes. For them,
platinum is new, hip and young. Build on this in your presentation.
Work some of these points into your sales presentation for your contemporary
customer:
- Platinum is fashionable and will complement your gold jewelry.
- Platinum is a level of achievement (credit cards, records, etc.)
- Platinum is talked about in movies and on TV.
- All the most-seen celebrities wear platinum jewelry.
- Platinum is a top fashion color.
- Platinum's unique color enhances diamonds.
- Wearing platinum is special; not everyone can own platinum.
Traditionalists
Traditional customers love platinum because of its historical connection.
They like to hear how platinum has evolved over the generations. Perhaps
they have relatives who owned platinum jewelry, furthering their connection
with platinum's rich past. Mention these items in your presentation and
acquaint this customer with platinum's history (also check out the Platinum
Timeline at the bottom of the page).
Meeting Both Needs
These two types of customers may look and dress alike, perhaps even have
the same demographic components. But their platinum attitudes could not
be more different. Deciding which category customers are in and then tailoring
your sales presentation can create more platinum sales.
For more advanced platinum selling information, fax PGI on your company
letterhead at (949) 760-8780 to get the latest training booklet, titled
Platinum Selling.Include how many associates work at your store and
PGI will send a booklet for each. This booklet follows Platinum Basics,which
covers basic product knowledge.
Caroline Stanley is a third-generation jeweler who grew up on the
sales floor. She is a past president of the Arkansas Jewelers Association
and the Southwest Guild of the American Gem Society. Stanley, a 1998 WJA
Award of Excellence winner, travels across the U.S. training retailers for
PGI.
PlatinumTimeline
Use these facts to woo and impress your traditional platinum customers.
- Circa700
B.C.: Ancient Egyptians master the techniques of processing platinum
and decorate the casket that holds documents for High Priestess Schepenupet
with ornate platinum hieroglyphics.
- Circa100
B.C.: Indians in Pre-Columbian South America succeed in working
platinum and gold together, creating nose rings and other jewelry.
- 1590: Spanish Conquistadors discover a
white metal in the rivers of Equador. Not realizing its superb qualities,
they name it contemptuously platina (little silver) and throw it back into
the river to ripen into silver.
- 1790: A French goldsmith makes platinum
jewelry for King Louis XVI, who later declares platinum the "only
metal fit for kings."
- 1875: Vast diamond deposits are discovered
in Kimberley, South Africa, resulting in a new jewelry style using diamonds
set in the "modern" metal, platinum.
- 1912: White gold is "invented"
in Pforzheim, Germany, as a substitute for platinum.
- 1924: Geologist Dr. Hans Merensky discovers
the largest deposits of platinum ever found, west of Johannesburg, South
Africa.
- 1939: World War II causes the restriction
of platinum for any use other than the war effort in the U.S. White gold's
popularity soars quickly to fill the gap.
- 1945: After the war, platinum does not
regain its popularity. The long reign of yellow gold begins.
- 1999: After reemerging in the early 1990s,
platinum jewelry sales at the consumer level rise 700% in the course of
six years.
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Copyright © 1999 by Bond Communications.
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