Too often, sales conversations fall into the trap of comparing platinum jewellery to cheaper metals in an effort to justify its price. This well-intentioned approach can backfire, unintentionally focusing the customer on cost rather than value. By inviting comparisons to lower-end options, sales professionals risk reducing the perceived prestige of platinum rather than reinforcing its premium qualities.
A More Effective Approach
Rather than comparing downwards, reposition the conversation around what platinum offers that others cannot. Emphasise its rarity, resilience, and emotional value. Focus on the benefits that make platinum uniquely suited to commemorating life’s most meaningful moments. When you frame platinum on its own terms—rather than in contrast to gold or silver—you maintain its status and reinforce its value.
Putting It Into Practice
When a customer questions why a platinum ring is more expensive than a white gold alternative, avoid diving into a technical comparison. Instead, say: “Platinum is naturally white, so it keeps its beauty without replating. It is more durable, which means your setting stays secure for a lifetime. That’s why many choose platinum for their most important pieces—it’s built to last, like the memories it represents.”
The Impact on Engagement
This approach elevates the conversation. Instead of negotiating over price, the customer engages emotionally with the piece. They begin to see themselves as someone who chooses platinum not because it is expensive, but because it aligns with their values—quality, permanence, and significance.
The Professional Advantage
Consistently leading with value rather than comparison builds a more confident sales presence. It demonstrates expertise and positions the professional as a trusted advisor, not a discount negotiator. Over time, this elevates the salesperson’s credibility and improves close rates on higher-value pieces.
The Big Picture
“Premium products are rarely sold on features alone. It is the emotional association with quality and aspiration that drives loyalty and margin.” — McKinsey & Company, ‘The New Dynamics of Consumer Behaviour’
