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

Chapter 14. Get inside the customer's story

We recently went to test a luxury brand's sales skills. Our scenario was that we were pretending to be a couple looking for wedding rings.

In one of their beautiful stores in London, a young, attractive saleswoman greeted us.

Man from the couple: "We're looking for wedding rings." Saleswoman: "Do you know your finger sizes?"

We were shocked, speechless. There we were, planning one of the most important events of our lives, filled with emotion and passion, and the saleswoman wants to know our finger sizes! Her statement was enough to drive us both straight out the door and into one of the competitor's boutiques, which was just down the street. With this type of response, how many potential customers had she lost that day? That month?

A Sales Ambassador remembers the importance of establishing a personal relationship with the customer. She also remembers that there are plenty of good offers available from competitors and that most couples will shop around. This first contact should be a moment to find out more about the future couple's story. But first, "Congratulations! How nice of you to choose (the brand name). We have some exceptional creations I'd love to show you. Tell me, when are you getting married?"

From the answer to this question, the Sales Ambassador receives valuable information. She will know if the wedding has been planned and if the ring choice has been left to the last minute.

• The Sales Ambassador can also ask: "Where are you ...