Chapter 75. Advise customers about maintaining their purchase

From speaking with customers, we learned another interesting reason why they decided not to do business again with a brand. This has to do with not being informed about cleaning and taking care of a purchase, as the following true story shows.

A woman bought an expensive pair of boots from a reputable brand. At the time of purchase, the customer had a very positive experience with the Sales Associate.

The customer enjoyed wearing the new boots, but started to notice that certain areas were soon looking a little scuffed. Then one day she was caught out in the rain and her boots were left in bad shape. She then realized that the Sales Associate had not done her job. Suggestions and advice on how to care for her boots should have been given at the moment of purchase.

As this example points out, the woman would have bought the care product if it had been suggested, giving the Sales Associate an additional sale. Now the Sales Associate won't get the opportunity. She has lost a customer.

Why don't Sales Associates like talking about maintenance at the time of the purchase? The main reason given is that they fear losing a sale. What they forget is that even Rolls Royce owners know they have to change the oil, have the motor adjusted, and replace the tires.

When someone has bought an item needing a little special care and attention, Sales Ambassadors explain what needs to be done. They make suggestions about how purchases can be maintained ...

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