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

Chapter 73. The importance of reassuring when concluding

In the mystery shoppings we have conducted, one of the phases that is often analyzed and evaluated is the conclusion. To carry out this phase, we actually make a purchase to see what is said and done. After discussion and a careful look at the models, we agree to make the purchase. We then listen to what is said next. Far too often, the first thing the Sales Associate says is: "How would you like to pay?"

What the Sales Associate has just said is that our relationship is based solely on the purchase. She is thinking short term and not building loyalty. Her words say: "You are a customer to me and no more."

Some Sales Associates even lose sales at the conclusion. Although myriad reasons may cause this to happen, a typical one is the failure to make the customer feel good about having purchased. There is still a seed of doubt: "Maybe I should wait; maybe the one around the corner is nicer and I should go back and see it one more time; maybe I don't really need this now."

These mental conversations are taking place, even though they just said, "I'll take it."

It's still not too late for them to change their mind.

The Sales Ambassador realizes the fragility of this moment and takes her time. The phrase "I'll take it" (or one similar) triggers several sincere responses, even a reminder of what was discovered at the beginning of the contact:

"You have made a wonderful choice. You are going to enjoy this for many years to come; it is something ...