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

Chapter 5. There are customers behind customers

When people shop, they are often searching for something that goes beyond minimum expectations. They may want more than simply to go to a place displaying objects. When they shop, they want an experience.

Years ago, a hairdresser we know had a very good experience at a luxury jeweler's. A bracelet given to her by her grandmother needed repairing. While she was there, the Sales Ambassador let her try on a beautiful diamond ring. There was no attempt to sell it to her. It was just for fun, the pleasure of seeing it on her finger.

Eight years later, she still tells this story. For eight years she has sent hundreds of customers to the jeweler. Once the contact became an enjoyable experience, she became an Ambassador of the brand.

A strange story? Of course not. It happens every day, all over the world. It happens with every pleasant experience. People remember the pleasure. When you make customers' visits metamorphose into experiences, they, in turn, give you access to their network. They happily share their positive experiences with people they meet and know.

The Sales Ambassador understands that there is more to a successful sale than having the customer make a purchase. Each customer visit is seen in the long term, opening the door to other opportunities for the customer to return and share the experience with family, friends, and colleagues.

Develop your network fast through making each customer contact an experience.