Selling Luxury: Connect with Affluent Customers, Create Unique Experiences Through Impeccable Service, and Close the Sale
Autor Genevieve Tour, Robin Lenten Limba Engleză Hardback – 26 iun 2009
Ceea ce diferențiază volumul Selling Luxury de alte manuale de vânzări este mutarea accentului de pe tranzacție pe transformarea vânzătorului într-un veritabil „Ambasador al Brandului”. Într-o lume unde nimeni nu „are nevoie” cu adevărat de o brățară de 10.000 de dolari, autorii Robin Lent și Genevieve Tour demonstrează că succesul depinde exclusiv de capacitatea de a genera emoție și de a gestiona așteptările extrem de ridicate ale clienților înstăriți. Ne-a atras atenția experiența practică a autorilor, în special rolul lui Tour în cadrul casei Cartier, care infuzează textul cu o autoritate greu de egalat în domeniu. Pe linia practică a titlului Luxury Selling, dar cu un focus sporit pe interacțiunea directă și psihologia serviciului impecabil, lucrarea este organizată în două părți strategice. Prima parte explorează fundamentele relației cu clientul, subliniind că loialitatea începe de la primul contact și că discreția este nenegociabilă. A doua parte se concentrează pe mentalitatea ambasadorului, oferind soluții pentru transformarea fiecărei plângeri într-o oportunitate și pentru eliminarea prejudecăților care pot sabota o vânzare de mare valoare. Descoperim aici un parcurs logic, de la înțelegerea faptului că prețul este doar un factor secundar, până la tehnici de a depăși așteptările pentru a crea acel efect de „wow” indispensabil în segmentul de lux. Spre deosebire de The Art of Selling to the Affluent, care se bazează pe cercetări de piață, Selling Luxury oferă un set de principii aplicabile imediat pe „frontul” vânzărilor. Este o resursă esențială pentru cei care activează în retail de designer, industria auto de lux sau servicii hoteliere premium, unde detaliile comportamentale fac diferența între un refuz politicos și o relație pe termen lung.
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Specificații
ISBN-10: 0470457996
Pagini: 176
Dimensiuni: 158 x 236 x 22 mm
Greutate: 0.37 kg
Editura: John Wiley & Sons, Inc.
Locul publicării:Hoboken, United States
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Public țintă
This book will be helpful for frontline salespeople who sell luxury goods and services, who work in luxury hotels, designer retail, luxury travel, the high–end automotive industry, and so forth.De ce să citești această carte
Această carte este indispensabilă profesioniștilor care interacționează cu clienți de elită. Veți învăța cum să vindeți prin emoție, nu prin argumente pragmatice, și cum să vă poziționați ca partener de încredere pentru cumpărătorii exigenți. Este un ghid de bune maniere profesionale și tactici psihologice care transformă actul vânzării într-o experiență memorabilă, asigurând loialitatea clienților în segmentele de lux.
Descriere
Connect with affluent customers, create unique experiences through impeccable service, and close the sale.
What does it take to sell high-end luxury creations to the richest clients in the world?
In Selling Luxury, Robin Lent and Genevieve Tour, with 30 years of combined experience, share their savoir faire. You'll also pick up tips from multimillion-dollar luxury sales professionals who will help you understand the complexities of the universe of luxury. Selling Luxury will show you how a salesperson can acquire sales ambassador status by offering the impeccable service associated with the world's most prestigious brands.
Descriere scurtă
Proven principles and tactics for successful selling in the expanding luxury goods market Customers of high-end products hold extremely high expectations in terms of customer service. Unlike typical consumers who face a need and go to the market to find something to fill that need, luxury buyers make their purchasing decisions based on much less practical considerations like passion and emotion. It's up to the sales ambassadors to create that emotion and the will to buy. After all, no one actually needs a $10,000 bracelet or a $20,000 wristwatch. Sales ambassadors to this market must master specific customer relation skills, like the ability to listen to the customer, build long-term customer relationships based on trust and loyalty, subtly appeal to the customer's emotions, and deliver personalized service from start to finish. Selling Luxury is for frontline salespeople in the luxury goods market who want to perform at the highest level. Robert w. Lent (Paris, France) is a Senior Consultant at AC3, a Paris based training company that works worldwide. He has led seminars in more than 22 countries in Asia, Europe, and the Americas. Genevieve Tour (Paris, France) is a Training Director for Cartier and a long-time luxury sales specialist.
Cuprins
Preface by Alain-Dominique Perrin. Introduction. Part One: Initial Thoughts. 1. The vital role of the Sales Ambassador. 2. In the eyes of the customer, the Sales Ambassador is the brand. 3. Loyalty begins with the first contact. 4. Keep in mind how you like to be treated. 5. There are customers behind customers. 6. The incredible loss from one lost customer. 7. The emotional side of the purchase. 8. The island vacation or the earrings. 9. The price is only one of the factors. 10. The "wow" comes when you go beyond expectations. 11. Discretion and confidentiality. Part Two: The Frame of Mind of the Sales Ambassador. 12. Be a person before being a Sales Ambassador. 13. Turn every contact into an experience. 14. Get inside the customer's story. 15. Congratulate customers. 16. Compliment your customers. 17. Every complaint is an opportunity. 18. The other competitor. 19. Service costs nothing. 20. The great danger of prejudices and preconceived ideas. 21. Work as a team player. 22 . Relationships and mistakes. Part Three: The Savoir-Faire of the Sales Ambassador. 23. The successful selling style. 24. Life is a celebration. 25. Use each contact to inform and educate. 26. The power of timing. 27. Time is a precious sales tool. 28. The art of using silence. 29. Music as a metaphor for selling. 30. Select the words you use carefully. 31. Tones, rhythms and volume. 32. The competition, your customers and your advantages. 33. Personalize your service. 34. Pleasure comes from consistency. 35. Maintain your energy. 36. Make someone's day. 37. Each telephone contact is another opportunity. 38. Analyze the sale you made. 39. Analyze the situation when the customer did not buy. Part Four: Preparing to Sell. 40. The impact of the right atmosphere on customers. 41. Luxury is in the details. 42. Keep the service level good even when it is busy. 43. Prepare your selling tools. 44. Know what you have in stock. 45. Learn how each creation was crafted. 46. Know what is happening in your city. Part Five: Welcoming and Discovering the Customer. 47. A greeting needs a smile. 48. Your body language speaks louder than words. 49. Listening with your eyes. 50. The importance of discovery. 51. The gift purchase. 52. The power of questions (quality over quantity). 53. Be a careful listener. 54. Find out what your customer feels about your brand. 55. Make statements to obtain information. 56. Introduce yourself. 57. "Just looking". 58. The art and importance of reformulation. Part Six: Proposing, Romancing and Handling Objections. 59. Keep your proposals simple. 60. Create curiosity. 61. Handle everything you sell as a precious object. 62. Position the offer. 63. Make clever use of the light. 64. Romance your creations to enhance the emotions. 65. Storytelling. 66. Invite the customer to try on the model. 67. "Wrap" the price as if it were a gift. 68. The art of exploring "Let me think about it". 69. Prepare for dealing with objections. Part Seven: Concluding and Making Additional Sales. 70. Be aware of buying signals. 71. Tips to conclude. 72. Suggest the best solution. 73. The importance of reassuring when concluding. 74. "Picture" the purchase. 75. Advise customers on maintaining their purchase. 76. Suggest ways of offering a gift. 77. The additional sale. Part Eight: Building Customer Loyalty. 78. Loyalty comes from offering gifts linked to the purchase. 79. Offer two business cards. 80. Make a good last impression. 81. Every departure is a preparation for another visit. 82. Loyalty comes from remembering your customers. 83. The database is an essential tool. 84. Celebrate the newborn. 85. Build loyalty by staying in touch. 86. Ask for a referral. 87. Customer after sales service and the broken dream. 88. The ideal after sales service scenario. Outcomes of the eight stories. Conclusion.