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

Chapter 54. Find out how your customer feels about your brand

We have already mentioned that Sales Ambassadors learn a lot about the competition by going out and educating themselves. There is another often-overlooked approach that is just as important. It works particularly well when the Sales Ambassador has successfully established a person-to-person contact. It has to do with simply asking the customer:

• "I notice you are wearing one of our creations. Tell me, what do you like about our brand?"

• "Before we take a look at some pieces of our collection, what is important for you in this purchase?"

• "Tell me, what have you seen elsewhere that you like?"

There are, of course, variations on these that also work well. In most cases, the customer is more than happy to share with you what she has seen, what she likes, and what is important for her. This valuable information, along with knowledge of the competitor, helps win the sale.

To target the advantages of your offer, find out what the customer is thinking and feeling.