Welcome back to our platinum sales training series! You’ve made it to the Develop stage, also called the Desire stage. By this point, you’ve successfully Defined your customer’s needs, Identified key preferences, Positioned platinum as the perfect choice, and Asked for agreement. Now, your goal is to create a sense of excitement and help the customer decide between the final few options.
The Develop stage is where the magic happens: the customer starts envisioning themselves owning the jewellery. It’s all about deepening their emotional connection to the product and helping them choose the piece that resonates most. By narrowing down to just two or three options, you make the decision process manageable and engaging.
To make this stage effective, we use the ACE model: Anticipate, Compare, and Emotionally Connect. This simple framework will help you guide the customer smoothly toward a final choice.
First, Anticipate what the customer needs to make their decision. This requires reading their body language, asking subtle questions, and presenting the final options thoughtfully. Use phrases like, ‘I’ve selected two pieces that perfectly align with what you’ve described. Let me walk you through them.’
Anticipation also involves setting the stage. Ensure the lighting highlights the brilliance of the platinum, and invite the customer to hold or try on each piece. This tactile experience makes the jewellery feel more personal and real.
Next, Compare the options, focusing on features that matter most to the customer. This is where you can remind them of what they’ve told you, using platinum’s unique selling points to frame each piece.
Example of Comparison: ‘This platinum ring has a simple, elegant design that represents timeless beauty, while this one features intricate detailing that makes it stand out. Both will hold their brilliance forever, but which one aligns more with your vision?’
Be clear and concise. Highlight the differences, but don’t overwhelm them with too much detail. Your goal is to help them weigh the pros and cons and feel empowered to choose.
Finally, help the customer Emotionally Connect with their favorite piece. Remind them of the significance of the moment they’re celebrating. You can use storytelling or paint a picture of how the jewellery will look and feel on them or their loved one.
Example of Emotional Connection: ‘Imagine slipping this platinum ring onto your partner’s finger during your wedding ceremony. It will be a symbol of your everlasting bond, just as strong and beautiful as your love.’
Emotion is a powerful motivator, and connecting on this level often turns desire into a confident buying decision.
Here’s how the ACE model works in practice: A customer is torn between two platinum bracelets. You set the stage by inviting them to try each one, saying, ‘These are both beautiful choices, and I’m excited to hear what you think.’ As they try them on, you compare the options, emphasizing how each piece reflects their style. You then paint a picture of how perfect the bracelet would be for their upcoming anniversary celebration. The customer’s face lights up, and they confidently choose the one that feels right.
Now, let’s look at what can go wrong. Suppose a customer is undecided, and you bombard them with too many details or rush them to choose. They become overwhelmed, and the emotional connection is lost. Or, you fail to highlight what makes platinum special, and they start doubting their decision. These missteps can lead to hesitation and even lost sales.
The key to success in the Develop stage is understanding that buying jewellery is both a logical and emotional decision. So, how can you prepare to create this experience for your customers?
Simplify Choices: Keep the final options to two or three pieces. More than that, and the customer may feel overwhelmed.
Use Visualization: Encourage the customer to imagine wearing the piece or giving it as a gift. Visualization makes the experience feel more real.
Stay Attuned to Cues: Watch for verbal and non-verbal signs that indicate they’re ready to commit, like saying, ‘This feels perfect,’ or smiling with excitement.
Visual: The sales assistant subtly guiding the customer, making the experience feel personal and meaningful.
To refine your skills, try these activities:
Role-Play with a Partner: Practice using the ACE model to help a colleague choose between two jewellery pieces. Take turns playing the sales assistant and the customer.
Create an Emotion Map: Think about the key emotions customers may experience at each stage and how you can connect those emotions to platinum’s features.
Design a Comparison Sheet: Make a simple chart that lists the unique qualities of each piece and how they align with customer needs. This will help you present options clearly and confidently.
Here’s what to remember: The Develop (or Desire) stage is about narrowing down options and guiding the customer to a confident decision. Use the ACE model—Anticipate, Compare, and Emotionally Connect—to make the experience personal and memorable. When you do this, you’re not just selling jewellery; you’re helping create unforgettable moments.
Thanks for watching! In our next video, we’ll cover the final step: Act. You’ll learn how to seal the deal with confidence and ensure your customer leaves delighted with their purchase. Keep practicing the ACE model, and remember: Your passion and expertise make all the difference. See you next time!
