Selling Luxury E-Book

Robin Lent

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 135

Veröffentlichungsjahr: 2009

Beschreibung

Selling high-end luxury creations requires a different set of skills than does traditional selling. Clients have high expectations for the service they receive and base their purchasing decisions more on emotion and desire than practical need. Whether you are selling diamond bracelets or sports cars, the key to concluding the sale lies in how well you sell rather than what you sell. In Selling Luxury, Robin Lent and Geneviève Tour explore every component of luxury sales and offer proven, practical strategies for connecting with customers. Rather than sales associates, the luxury market calls for "Sales Ambassadors" who represent the brand with distinction. Sales Ambassadors understand how to connect with customers by discovering their unique motivational desires. This requires a multitude of specialized skills: passion, perseverance, empathy, daring, and curiosity. Through personalized service each and every time, Sales Ambassadors are able to build trust, brand loyalty, and lasting customer relationships. If you want to succeed in the luxury sales universe, Selling Luxury is for you. You'll pick up the skills and approaches that work everyday in a multitude of situations. You'll learn how to: * Connect emotionally with customers * Exceed your customers' expectations * Turn every customer contact into a brand experience * Personalize your customer service * Learn about customers through observing and discovery * Create the desire to purchase * Deal positively with customer objections * Build a relationship of trust and brand loyalty The universe of luxury is no place for traditional hard-sell tactics. Instead, you have to subtly adapt to your customer in a deeper way. Doing so takes a truly personal touch. Selling Luxury shows you how to develop these skills and make them a key part of your own unique selling style.

Leseprobe

Table of Contents

Title Page

Copyright Page

Dedication

Foreword

Acknowledgements

Introduction

Part One: - Initial Thoughts

Chapter 1 - The Vital Role of the Sales Ambassador

Chapter 2 - In the eyes of the customer, the Sales Ambassador is the brand

Chapter 3 - Loyalty begins with the first contact

Chapter 4 - Keep in mind how you like to be treated

Chapter 5 - There are customers behind customers

Chapter 6 - The incredible loss from one lost customer

Chapter 7 - The emotional side of the purchase

Chapter 8 - The island vacation or the earrings?

Chapter 9 - The price is only one of the factors

Chapter 10 - The “Wow” comes when you go beyond expectations

Chapter 11 - Discretion and confidentiality

Part Two: - The Frame of Mind of the Sales Ambassador

Chapter 12 - Be a person before being a Sales Ambassador

Chapter 13 - Turn every contact into an experience

Chapter 14 - Get inside the customer’s story

Chapter 15 - Congratulate customers

Chapter 16 - Compliment your customers

Chapter 17 - Every complaint is an opportunity

Chapter 18 - The other competitor

Chapter 19 - Service costs nothing

Chapter 20 - The great danger of prejudices and preconceived ideas

Chapter 21 - Work as a team player

Chapter 22 - Relationships and mistakes

Part Three: - The Savoir-Faire of the Sales Ambassador

Chapter 23 - The successful selling style

Chapter 24 - Life is a celebration

Chapter 25 - Use each contact to inform and educate

Chapter 26 - The Power of timing

Chapter 27 - Time is a precious sales tool

Chapter 28 - The art of using silence

Chapter 29 - Music as a metaphor for selling

Chapter 30 - Select the words you use carefully

Chapter 31 - Tones, rhythms, and volumes

Chapter 32 - The competition, your customers, and your advantages

Chapter 33 - Personalize your service

Chapter 34 - Pleasure comes from consistency

Chapter 35 - Maintain your energy

Chapter 36 - Make someone’s day

Chapter 37 - Each telephone contact is another opportunity

Chapter 38 - Analyze the sale you made

Chapter 39 - Analyze the situation when the customer did not buy

Part Four: - Preparing to Sell

Chapter 40 - The impact of the right atmosphere on customers

Chapter 41 - Luxury is in the details

Chapter 42 - Keep the service level up even when things are busy

Chapter 43 - Prepare your selling tools

Chapter 44 - Know what you have in stock

Chapter 45 - Learn how each creation was crafted

Chapter 46 - Know what is happening in your city

Part Five: - Welcoming and Discovering the Customer

Chapter 47 - A greeting needs a smile

Chapter 48 - Your body language speaks louder than words

Chapter 49 - Listening with your eyes

Chapter 50 - The importance of discovery

Chapter 51 - The Gift Purchase

Chapter 52 - The power of questions (quality over quantity)

Chapter 53 - Be a careful listener

Chapter 54 - Find out how your customer feels about your brand

Chapter 55 - Make statements to obtain information

Chapter 56 - Introduce yourself

Chapter 57 - “Just looking”

Chapter 58 - The art and importance of reformulation

Part Six: - Proposing, Romancing, and Handling Objections

Chapter 59 - Keep your proposals simple

Chapter 60 - Create curiosity

Chapter 61 - Handle everything you sell as a precious object

Scenario 1

Scenario 2

Chapter 62 - Position the offer

Chapter 63 - Make clever use of the light

Chapter 64 - Romance your creations to enhance the emotions

Chapter 65 - Storytelling

Chapter 66 - Invite the customer to try on the model

Chapter 67 - “Wrap” the price as if it were a gift

Chapter 68 - The art of exploring “Let me think about it”

Chapter 69 - Prepare for dealing with objections

Part Seven: - Concluding and Making Additional Sales

Chapter 70 - Be aware of buying signals

Chapter 71 - Tips to Conclude

Chapter 72 - Suggest the best solution

Chapter 73 - The importance of reassuring when concluding

Chapter 74 - “Picture” the purchase

Chapter 75 - Advise customers about maintaining their purchase

Chapter 76 - Suggest ways of offering a gift

Chapter 77 - The additional sale

Part Eight: - Building Customer Loyalty

Chapter 78 - Loyalty comes from offering gifts linked to the purchase

Chapter 79 - Offer two business cards

Chapter 80 - Make a good last impression

Chapter 81 - Every departure is a preparation for another visit

Chapter 82 - Loyalty comes from remembering your customers

Chapter 83 - The database is an essential tool

Chapter 84 - Celebrate the newborn

Chapter 85 - Build loyalty by staying in touch

Chapter 86 - Ask for a referral

Chapter 87 - Customer after-sales service and the broken dream

Chapter 88 - The ideal after-sales service scenario

Outcomes of the Eight Stories

Conclusion

Index

Additional Praise for

SELLING LUXURY

“Today, our customers’ references in terms of service are extremely high and go far beyond the luxury sector. In the world of luxury, customers are expecting a top level of service before, during, and after every contact or sale. Reaching excellence in service is essential for each Sales Ambassador so that customers are even more satisfied and loyal to the brand. This everyday challenge should be approached humbly, with the understanding that it is a never-ending learning process.”

—Bernard Fornas, CEO, Cartier International

Copyright © 2009 by Robin Lent and Geneviève Tour. All rights reserved.

Selling Luxury first appeared in 2006 under the title of The Great 88.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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eISBN : 978-0-470-49837-8