South Coast Metro, CA (June 2005) - Following in the footsteps of the highly successful live, facilitated In-Store Platinum Training Program, Platinum Guild International USA (PGI-USA) has launched their first comprehensive DVD sales training program, titled Delivering The Platinum Experience.  Designed to provide the knowledge and language to successfully sell platinum to today's consumer, the training not only provides platinum education, it takes it one step further by combining that information with selling techniques that will help sales associates make more effective sales presentations across all categories.

The DVD begins with an introduction outlining The Platinum Opportunity --the incremental sales opportunity for retailers to be seized by simply closing the gap between record high levels of desire for Platinum and actual sales.  The training program is then broken down into four individual modules, based on the four steps of a sales pitch.  An on-screen host (see image) and simulated sales presentations provide sales associates the Pure, Rare, Eternal features and benefits of platinum; how to create value statements that tie platinum to the motivations for purchasing; and how to overcome the most common questions and concerns about platinum.  The Leader's Guide serves sales managers as a facilitation tool to help guide their sales associates through the training, with activities answers and tips on how to get the most out of the time invested in the program. 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. According to research studies, while 71% of brides-to-be want platinum for their engagement ring (Hall & Partners, 2003), only 44% are actually getting it. The heart of the Platinum Opportunity 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.  Platinum Sales Training gives sales associates the confidence to effectively communicate the value of platinum to the customer overcoming price objections; a primary barrier in realizing the full profit potential of platinum.

"Platinum has become essential to the bridal business over the years and we want to ensure that sales associates are comfortable selling it," said Sunny Beeker, Manager of Retail Relations and Sales Training. "We developed our training to re-familiarize sales associates with the qualities that made everyone fall in love with platinum in the first place. Training inspires confidence and confidence translates into more, higher value platinum sales."

Affordably priced at $250, the DVD program comes complete with a Leader's Guide, sales associate work books, and tip cards.
 
For more information on how to receive the DVD training package, contact Platinum Guild International at 800-207-PLAT.

Platinum is prized for its Pure, Rare, Eternal qualities:

PURE: Platinum's high level of purity (generally 90%-95% pure) endows it with both a natural white luster, allowing the true radiance of a diamond or gemstone to shine; and hypoallergenic qualities that prove ideal for sensitive skin.

RARE: Platinum is 30 times more rare than gold.

ETERNAL:  Platinum will hold a diamond or gemstone securely, now and for always.

About Platinum Guild International (PGI)
Platinum Guild International, the marketing arm for the worldwide Platinum jewelry industry, is dedicated to supporting and promoting the high purity, rare and eternal qualities of Platinum to the consumer and jewelry trade.  PGI has offices in each of the world's major jewelry markets; providing information, assistance and education on all aspects of Platinum jewelry

For more information on Platinum, please visit www.Platinumguild.com

CONTACTS:
Antonia Caamaño (212) 404-1605/ acaamano@pgiglobal.com
Sarah Byus (212) 404-1604/ sbyus@pgiglobal.com
PLATINUM GUILD INTERNATIONAL USA