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

Chapter 50. The importance of discovery

At first glance, they look like any other customers. Three people have walked into three different stores. Mike is looking for a new suit, Susan wants a new car, and Ron is looking for a gift.

But under the surface, many things are happening. Mike wants a smart suit that will help him succeed in a very important job interview that is coming up. He wants to wear something that will impress as well as make him feel comfortable and relaxed.

Susan wants a new car. Even though she may not look like it (it is Saturday, and she is dressed casually), she has just been promoted and is now CEO of her company. The company will provide her with the car of her choice.

Ron wants to buy a gift for his girlfriend to mark the two years they have been together. He's unsure what to get her, but doesn't want to encourage any mistaken engagement hopes.

Discovery lets the Sales Ambassador know what is behind each purchase, which in turn assists him in helping the customer make the right choice. A few simple open questions or statements along with careful observation gives the information needed to provide the best solution:

• "Tell me about the occasion."

• "Is there an important date/event?"

• "Tell me more about your preferences?"

• "What creations does she already own?"

• "What do you like about our brand?"

For Mike's suit, knowing a little more about the company interviewing him could also guide the purchase. Is it a conservative type of company or a hip place where something ...