When customers enter a jewellery store, they often begin with price sensitivity and uncertainty about what to expect. Many sales professionals try to ease this by starting with lower-cost options, believing it will make customers feel more comfortable. But this can unintentionally anchor the entire experience around budget rather than value, positioning higher-quality options like platinum as expensive outliers rather than the natural standard.
A More Effective Approach
Begin the presentation with your platinum selection. This frames the conversation around quality, longevity, and significance from the start. Platinum’s durability, natural whiteness, and timeless prestige establish a benchmark for excellence. By anchoring first impressions with platinum, other metals are understood in context—not as defaults, but as alternatives. It is a powerful psychological shift that elevates both the product and the customer’s mindset.
Putting It Into Practice
When showing engagement rings, start by saying: “Let me begin with our platinum designs. They are naturally white, extremely durable, and ideal for lasting wear.” After introducing the platinum options, you can offer alternatives: “We also have white gold, which is lighter and lower in price, but requires replating over time.” This structure makes platinum the reference point, not the exception.
The Impact on Engagement
Customers respond positively when they feel they are being shown the best first. It creates a sense of confidence and respect, even if they ultimately choose a different option. Starting with platinum elevates the conversation, shifts the focus to quality, and makes other metals feel like compromises rather than equivalents.
The Professional Advantage
Sales professionals who lead with platinum demonstrate confidence, expertise, and strategic communication. This positions them as trusted advisors who understand value, not just price. It also increases the likelihood of higher-margin sales and builds lasting credibility with discerning clients.
The Big Picture
“Anchoring first impressions around premium quality can significantly influence customer perception and willingness to pay.” — Harvard Business Review, ‘Pricing and the Psychology of Consumption’
