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

Chapter 62. Position the offer

When a Sales Ambassador has enough information to make a proposal, what is presented should be based on what the customer has shared during the discussion, discovery, and observation. At the same time, it is an opportunity for the Sales Ambassador to extend the offer.

For example, let's look at a new car purchase. The customer indicates he is looking for a very basic model that will get him to and from work and that can be used on an occasional vacation trip. The Sales Ambassador asks if it would be all right to take the customer out for a test-drive in the model that is already in front of the showroom: "Basically, it is the same car."

The customer agrees, but is soon seduced by the extra options, the leather seats, air conditioning, and a slightly more powerful engine. After the test-drive, the model with fewer options that he was originally interested in seems far too dull.

Much of the success of extending the offer depends on the emotional aspect of a purchase. If some of the proposals are really beyond their budget, customers will convey this to Sales Ambassadors by their remarks and behavior. Going beyond the initial request is one of the most important skills Sales Ambassadors have.

In positioning the proposal, other aspects can come up by chance and can be used by the Sales Ambassador. For example, a couple looking at engagement rings have been very clear that their budget is limited. The Sales Ambassador brings out three rings, one in the price ...