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

Chapter 87. Customer after-sales service and the broken dream

Mary's beautiful watch has stopped running. This wonderful gift was from her parents when she graduated from university four years ago, and she has worn it every day. Mary knows where they bought it because she has been back several times for new straps.

The fact that it is not working is a nuisance to her because it is the only watch she owns. It has an automatic movement, so she knows it's not going to be a simple battery change. She now has to take it in for servicing and quickly find an alternative so that she can know the time.

There is also something that goes beyond the simple service. Mary never dreamed of owning such a precious object. So she brings back a broken dream into the boutique.

A thoughtful Sales Ambassador understands and anticipates the double frustration someone often feels when bringing in an object needing servicing. It is much more than simply taking down the serial number, filling in the after-sales service form, and telling the customer she will be contacted when the estimate is made.

Each service visit is an opportunity to create or update a customer file. It is a possibility to suggest or propose an alternative (perhaps Mary could consider purchasing another watch to wear on different occasions). The Sales Ambassador can also use the visit to create desire for other purchases. Knowing that she'll be coming back eventually to pick up her watch, it would be interesting to give her a catalog and ...