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Selling Luxury: Connect with Affluent Customers, Create Unique Experiences Through Impeccable Service, and Close the Sale

Book Description

Praise for Selling Luxury

"Geneviève and Robin have brought together their talents to create a book that gives all Sales Ambassadors the fundamentals in selling and building customer loyalty."

Hamida Belkadi, CEO, De Beers Diamond Jewellers, USA

"Selling Luxury is filled with ways of exceeding each client's expectations through offering a service that surprises and delights."

Aaron Simpson, Group Executive Chairman, Quintessentiall

What does it take to sell high-end luxury creations to the richest clients in the world? In Selling Luxury, Robin Lent and Genevieve Tour, with thirty years of combined experience, share their savoir-faire. You'll also pick up tips from multi-million dollar luxury sales professionals who will help you understand the complexities of the universe of luxury. Selling Luxury will show you how a salesperson can acquire Sales Ambassador status by offering the impeccable service associated with the world's most prestigious brands.

Table of Contents

  1. Copyright
  2. Foreword
  3. Acknowledgments
  4. Introduction
  5. I. Initial Thoughts
    1. 1. The Vital Role of the Sales Ambassador
    2. 2. In the eyes of the customer, the Sales Ambassador is the brand
    3. 3. Loyalty begins with the first contact
    4. 4. Keep in mind how you like to be treated
    5. 5. There are customers behind customers
    6. 6. The incredible loss from one lost customer
    7. 7. The emotional side of the purchase
    8. 8. The island vacation or the earrings?
    9. 9. The price is only one of the factors
    10. 10. The "Wow" comes when you go beyond expectations
    11. 11. Discretion and confidentiality
  6. II. The Frame of Mind of the Sales Ambassador
    1. 12. Be a person before being a Sales Ambassador
    2. 13. Turn every contact into an experience
    3. 14. Get inside the customer's story
    4. 15. Congratulate customers
    5. 16. Compliment your customers
    6. 17. Every complaint is an opportunity
    7. 18. The other competitor
    8. 19. Service costs nothing
    9. 20. The great danger of prejudices and preconceived ideas
    10. 21. Work as a team player
    11. 22. Relationships and mistakes
  7. III. The Savoir-Faire of the Sales Ambassador
    1. 23. The successful selling style
    2. 24. Life is a celebration
    3. 25. Use each contact to inform and educate
    4. 26. The Power of timing
    5. 27. Time is a precious sales tool
    6. 28. The art of using silence
    7. 29. Music as a metaphor for selling
    8. 30. Select the words you use carefully
    9. 31. Tones, rhythms, and volumes
    10. 32. The competition, your customers, and your advantages
    11. 33. Personalize your service
    12. 34. Pleasure comes from consistency
    13. 35. Maintain your energy
    14. 36. Make someone's day
    15. 37. Each telephone contact is another opportunity
    16. 38. Analyze the sale you made
    17. 39. Analyze the situation when the customer did not buy
  8. IV. Preparing to Sell
    1. 40. The impact of the right atmosphere on customers
    2. 41. Luxury is in the details
    3. 42. Keep the service level up even when things are busy
    4. 43. Prepare your selling tools
    5. 44. Know what you have in stock
    6. 45. Learn how each creation was crafted
    7. 46. Know what is happening in your city
  9. V. Welcoming and Discovering the Customer
    1. 47. A greeting needs a smile
    2. 48. Your body language speaks louder than words
    3. 49. Listening with your eyes
    4. 50. The importance of discovery
    5. 51. The Gift Purchase
    6. 52. The power of questions (quality over quantity)
    7. 53. Be a careful listener
    8. 54. Find out how your customer feels about your brand
    9. 55. Make statements to obtain information
    10. 56. Introduce yourself
    11. 57. "Just looking"
    12. 58. The art and importance of reformulation
  10. VI. Proposing, Romancing, and Handling Objections
    1. 59. Keep your proposals simple
    2. 60. Create curiosity
    3. 61. Handle everything you sell as a precious object
      1. 61.1. Scenario 1
      2. 61.2. Scenario 2
    4. 62. Position the offer
    5. 63. Make clever use of the light
    6. 64. Romance your creations to enhance the emotions
    7. 65. Storytelling
    8. 66. Invite the customer to try on the model
    9. 67. "Wrap" the price as if it were a gift
    10. 68. The art of exploring "Let me think about it"
    11. 69. Prepare for dealing with objections
  11. VII. Concluding and Making Additional Sales
    1. 70. Be aware of buying signals
    2. 71. Tips to Conclude
    3. 72. Suggest the best solution
    4. 73. The importance of reassuring when concluding
    5. 74. "Picture" the purchase
    6. 75. Advise customers about maintaining their purchase
    7. 76. Suggest ways of offering a gift
    8. 77. The additional sale
  12. VIII. Building Customer Loyalty
    1. 78. Loyalty comes from offering gifts linked to the purchase
    2. 79. Offer two business cards
    3. 80. Make a good last impression
    4. 81. Every departure is a preparation for another visit
    5. 82. Loyalty comes from remembering your customers
    6. 83. The database is an essential tool
    7. 84. Celebrate the newborn
    8. 85. Build loyalty by staying in touch
    9. 86. Ask for a referral
    10. 87. Customer after-sales service and the broken dream
    11. 88. The ideal after-sales service scenario
  13. Outcomes of the Eight Stories
    1. 88.1. Story 1
    2. 88.2. Story 2
    3. 88.3. Story 3
    4. 88.4. Story 4
    5. 88.5. Story 5
    6. 88.6. Story 6
    7. 88.7. Story 7
    8. 88.8. Story 8
  14. Conclusion