The platinum rule requires salespeople to find out how customers really want to be treated, where the golden rule just assumes salespeople should treat customers the way that the salespeople themselves like to be treated as shoppers. New consumer research by HFC and Hearst Magazines shows that the platinum rule will earn store owners more gold than its golden predecessor.
Important benefits result when switching from gold to platinum.
Understanding the role of store, brand, salesperson, and price in the buying decision for a given consumer provide the sales staff with what they need to meet the shopper's needs. HFC research identified six key consumer groups, their demographic characteristics, their shopping habits and their information requirements and preferences. Common sense dictates that knowing what your shopper needs to buy today will make salespeople significantly more effective. All they have to do is know the group to which the next shopper in the door belongs. This article is about how to make the platinum rule a reality.