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New York, NY--Platinum Guild International USA has debuted a sales training program on PlatinumLearning.com in advance of the upcoming holiday shopping season. The series of videos, which presents three jewelry consumers searching for more information on platinum jewelry, is geared towards educating retail sales associates on the benefits of the world’s most precious metal.

Platinum jewelry sales from PGI’s strategic partners increased 6.8% year-on-year in the second quarter of 2024, with the four recipients of PGI’s Platinum Business Development Grant delivering double-digit sales growth, PGI-USA said in a statement, adding that this trend is expected to continue in the fourth quarter.

The sales training is segmented into four sections, with the focus on “PREFERS,” PGI USA’s acronym for the seven benefits and characteristics of platinum, which includes videos on the metal’s purity, rarity and enduring nature. A section on key selling tips follows, with advice on how to handle a situation when a customer does not specifically ask for platinum, rethinking the term ‘upsell,’ and why special orders are worth the wait.

“Training is a critical part of platinum’s growth and future success,” said Kevin Reilly, PGI USA’s senior VP. “We are dedicated to supporting sales associates with the knowledge and tools to ensure they are able to communicate the value of this precious metal to the consumer and easily answer the question ‘why platinum?’” 

For more information, contact Kevin Reilly at kreilly@pgiglobal.com. To view the new platinum sales training in its entirety, visit www.platinumlearning.com/sales-training.