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

Chapter 49. Listening with your eyes

Every day people walk into stores telling their stories before they speak. Here are three examples:

1. A couple comes in, the man has his arm around her, and they share a quick intimate moment. They move through the store together, holding hands.

2. A woman alone wanders through the store, looking at objects in the displays. For a few moments, she stares intently at one specific piece.

3. A woman and a young teenage girl come in together. The girl has her head down, arms across her chest, and does not respond to the woman, who is proposing things to her.

Through observation, the Sales Ambassador can prepare the contact from a distance. This is why having an adaptable selling style is essential.

Along with observing behavior, what people wear can give valuable clues. The situation with the couple is based on a real situation. The Sales Ambassador noticed that the woman was wearing pink diamond earrings. During the discovery phase, the Sales Ambassador learned that they had come to buy an overcoat for the man. But the observation of the pink earrings created the opportunity to also propose and sell an haute couture pink dress to the woman.

Of course, as we have already discussed, it is necessary to avoid preconceived notions about customers. Nevertheless, through observation, much information is often gained.

Customers may give you valuable information from the moment you are able to observe them.