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

Chapter 40. The impact of the right atmosphere on customers

Ever walked into a boutique or store and walked right back out again? What happened?

Something just did not feel right to you. Was it the whispering Sales Associates deep in discussion of an obviously personal matter who hardly acknowledged your entrance? Was it the lighting (or lack of it) or music that was too loud or inappropriate? Was it a certain disorder that was confusing and unappealing? Was it the un-cleanliness or the strong odor of a cleaning product that someone had just used?

Or was it a mixture of things, which brought you to the point of letting your feet decide that this place was not for you?

Achieving the right atmosphere does more than create an environment in which it is a pleasure to work and receive customers.

It also increases sales.

Creating and keeping the right atmosphere is part of a Sales Ambassador's job. What makes your space unique? Are you after an intimate warmth, a brightness, or a cool lifestyle effect? How can you create a uniqueness for your space so that the senses are awakened the moment a person steps into your store's universe?

It all adds up to an atmosphere so that when people enter they want to linger. The place is an immediate experience, with a feeling brought on by the lighting, the music, the colors, the smells, and perhaps, the offer of a drink or some chocolate.

When the experience is right, customers will come back to have it again.

Take a step back. Listen, look, smell, touch, ...