Platinum Guild International USA launched its first comprehensive DVD sales training program, titled Delivering The Platinum Experience. The training combines platinum education with selling techniques designed to help sales members make more effective presentations.

The training program is broken down into individual modules, based on the steps of a sales pitch:

* How to sell the “Pure, Rare, Eternal features and benefits of platinum;”

* How to create value statements that tie platinum to the motivations for purchasing;

How to overcome the most common questions and concerns about platinum.

* A “Leader’s Guide” allows sales managers to help guide their sales associates through the training.

After completing the program, trainees are encouraged to register with PGI to receive updated platinum training materials.

Even though consumer desire for platinum is the highest in history, it is not always converting into higher sales. PGI-USA says that while 71% of brides-to-be want platinum for their engagement ring, only 44% are actually getting it. The heart of the DVD message is: “By closing the gap between ‘desire and acquire,’ retailers can gain higher profits with higher value platinum merchandise and, ultimately, more satisfied customers.”

In other PGI-USA news, Kevin Main of Kevin Main Jewelry in San Luis Obispo, Calif., won an all expense paid, get-away for two to the Cayman Islands, valued at more than $5,000.

PGI-USA held the program during The JCK Show ~ Las Vegas 2005. Retailers who purchased or placed orders with the 38 national and international brands and products within the Platinum Pavilion, gained an entry to win the vacation.

JCK