Welcome to the final step in our platinum sales training series: the Act stage. You’ve guided your customer through every stage of the DIPADA framework, from defining their needs to building desire. Now, it’s time to close the sale and ensure they leave feeling confident, excited, and ready to share their experience.
But remember, closing isn’t about pressure; it’s about making the customer feel good about their decision. To help you master this, we’ll walk through the CONVERT model, a practical framework for sealing the deal.
The Act stage is all about confidently converting interest into a commitment. This is where your skills as a sales professional shine. A successful close doesn’t just end with a sale; it ends with a happy customer who’s thrilled to have chosen platinum. Your goal is to ensure that every customer leaves with a positive, lasting impression of their purchase, and of you.
To guide you through this stage, we use the CONVERT model: Connect, Offer Assurance, Navigate Objections, Verify Details, Express Gratitude, Reinforce Value, and Tie It All Together. Let’s break down each step.
Start by reinforcing the emotional connection you’ve built throughout the conversation. Smile, make eye contact, and express genuine excitement about their choice. For example, ‘I’m so glad you’ve chosen this platinum necklace. It’s a perfect representation of your style and the special moment you’re celebrating.’
This step reminds the customer why they fell in love with the piece in the first place and sets a positive tone for closing.
Next, Offer Assurance. This means addressing any lingering doubts they might have and reaffirming their decision.
You can say, ‘Platinum is known for its durability and timeless beauty, so you’ll be able to treasure this piece for years to come.’ Providing this reassurance gives them confidence as they move forward.
Sometimes, customers may still have concerns before committing. This is where you Navigate Objections gracefully.
Use the Feel, Felt, Found technique:
- Feel: ‘I understand how you feel.’
- Felt: ‘Many customers have felt the same way.’
- Found: ‘But they’ve found that platinum’s lasting value far outweighs the initial investment.’
Example: If the customer is worried about cost, you might say, ‘I understand how you feel; it’s a significant purchase. Many customers have felt the same way but found that platinum’s durability makes it a worthwhile investment.’
Now it’s time to Verify Details. Double-check the customer’s selection, any personalization requests, and important details like sizing or engraving. This shows you care about getting everything right and minimizes the risk of post-purchase dissatisfaction.
Example: ‘Let’s confirm that you’d like this platinum ring in a size 7 with your special engraving, “Forever Yours.” Does that sound perfect?’
Express Gratitude sincerely. Thank the customer for choosing platinum and for trusting you with such an important purchase.
You might say, ‘Thank you for letting me be a part of this special moment. It means a lot to us.’ Gratitude creates a lasting positive impression and builds loyalty.
Before the customer leaves, Reinforce the Value of their choice. Remind them of the emotional significance and the lasting quality of platinum. For instance, ‘Every time you look at this platinum bracelet, you’ll remember the strength and beauty of your love. And because it’s platinum, it will look just as stunning years from now as it does today.’
Finally, Tie It All Together by explaining the next steps, such as care instructions, warranty information, or upcoming events. End with an enthusiastic, ‘I’m so happy for you! If you have any questions or need anything in the future, we’re always here to help.’
This last step ensures the customer knows what to expect and leaves on a high note.
Here’s how it looks when everything goes right: A customer has selected a platinum engagement ring but seems nervous. You connect with them, saying, ‘I’m thrilled you’ve chosen this ring. It’s a beautiful symbol of your commitment.’ You offer assurance, ‘Platinum’s strength will protect this diamond for a lifetime.’ When they mention the cost, you use the Feel, Felt, Found technique to navigate the objection. You verify the engraving details, express heartfelt gratitude, reinforce the value, and finally, tie everything together by sharing care tips. The customer leaves delighted, confident, and ready to share their story with others.
Now, let’s look at what can go wrong. Suppose a customer expresses hesitation, but instead of addressing it, you rush to finalize the sale. Or, you forget to verify important details, leading to errors. These mistakes can make the customer feel uncertain or undervalued, potentially resulting in returns or negative feedback.
As you can see, closing the sale requires a thoughtful, confident approach. But when you follow the CONVERT model, you’ll be able to handle objections, express gratitude, and leave your customer with a positive and memorable experience.
Stay Calm Under Pressure: Even if objections arise, keep your demeanor relaxed and confident. Customers will trust you more if you remain composed.
Practice Gratitude Daily: Make gratitude a habit. It not only enhances customer relationships but also keeps you motivated and positive.
Review Your Sales Interactions: After each sale, reflect on what went well and where you can improve. This practice will help you refine your technique over time.
Here are some exercises to strengthen your skills:
Role-Play Closings: Practice using the CONVERT model with a partner, focusing on handling objections and reinforcing value.
Create a Gratitude Journal: Write down three things you’re grateful for at the end of each day. It will make expressing gratitude feel more natural.
Simulate Objection Handling: Practice the Feel, Felt, Found technique until you can use it confidently and smoothly.
To recap: The Act stage is about more than just closing the deal; it’s about creating a memorable, positive experience. Use the CONVERT model—Connect, Offer Assurance, Navigate Objections, Verify Details, Express Gratitude, Reinforce Value, and Tie It All Together—to close confidently and leave a lasting impression.
Congratulations on completing the DIPADA sales framework training! We’re confident that with these skills, you’ll create extraordinary experiences for every customer who walks through the door. Remember, your passion and expertise make a difference.
Take what you’ve learned and put it into action today. Practice using the CONVERT model, refine your approach, and watch as you transform customer interactions into lasting memories. Thank you for joining us on this journey, and here’s to your continued success in selling platinum jewellery with confidence and heart. Go out there and shine!
