In the world of fine jewelry, platinum has carved a niche for itself, embodying a blend of unmatched purity, durability, and rarity. However, platinum often finds itself absent from retail showcases. Here are some actionable strategies that can improve your platinum sales:
Show Off Your Platinum! While research indicates that 7 out of 10 customers prefer platinum, its absence in retail showcases often leads to missed sales opportunities. The number one reason customers say they don’t buy platinum is because they were not offered it. The unavailability of platinum pieces can inadvertently signal to consumers that it is either too exclusive or unavailable. By incorporating platinum into your showcase, and highlighting it with signage, you are not only meeting customer demand but also enhancing your offering, showcasing your commitment to providing diverse, high-quality options.
Rethinking the “Upsell”: A Customer-Centric Approach. The term “upsell” often carries a transactional connotation between a client and their customer. Rather than climbing that uphill battle of “upselling” just start with the best! Give your clients the opportunity to buy the best products you have to offer. By guiding customers towards platinum first, you are ensuring that the piece they select not only aligns with their preferences but also stands the test of time. When you lead with the best, you’ll help your customer fall in love with the best money can buy!
Consider the acronym PREFERS while articulating the unique selling points of platinum:
- Pure: Platinum jewelry is pure as each piece contains 90 – 95% platinum.
- Rare: Being 30 times rarer than gold, platinum brings with it inherent exclusivity.
- Enduring: Known for its durability, platinum maintains its beauty through the decades.
- Feels Significant: The density of platinum gives it a substantial, luxurious feel.
- Emotional Response: Platinum symbolizes unwavering commitment and eternal love.
- Real White Metal: Platinum is a naturally white metal that doesn’t change color.
- Securely Holds Diamonds: Platinum holds gemstones most securely, providing peace of mind to its wearer.
Embracing platinum is about elevating customer experiences for your store. Empower your customers by educating them on the unique attributes of each metal. The modern “informed consumer” values understanding the benefits of each their options and appreciates businesses that enhance their knowledge and confidence in their purchases. By integrating platinum into your retail strategy, training your staff to articulate its unique selling points, and focusing on enhancing customer value, you pave the way for enriched customer experiences that can lead to elevated sales.