Описание
Table of Contents
Title Page
Dedication
Foreword
Acknowledgements
Introduction
Part One: - Initial Thoughts
Chapter 1 - The Vital Role of the Sales Ambassador
Chapter 2 - In the eyes of the customer, the Sales Ambassador is the brand
Chapter 3 - Loyalty begins with the first contact
Chapter 4 - Keep in mind how you like to be treated
Chapter 5 - There are customers behind customers
Chapter 6 - The incredible loss from one lost customer
Chapter 7 - The emotional side of the purchase
Chapter 8 - The island vacation or the earrings?
Chapter 9 - The price is only one of the factors
Chapter 10 - The “Wow” comes when you go beyond expectations
Chapter 11 - Discretion and confidentiality
Part Two: - The Frame of Mind of the Sales Ambassador
Chapter 12 - Be a person before being a Sales Ambassador
Chapter 13 - Turn every contact into an experience
Chapter 14 - Get inside the customer’s story
Chapter 15 - Congratulate customers
Chapter 16 - Compliment your customers
Chapter 17 - Every complaint is an opportunity
Chapter 18 - The other competitor
Chapter 19 - Service costs nothing
Chapter 20 - The great danger of prejudices and preconceived ideas
Chapter 21 - Work as a team player
Chapter 22 - Relationships and mistakes
Part Three: - The Savoir-Faire of the Sales Ambassador
Chapter 23 - The successful selling style
Chapter 24 - Life is a celebration
Chapter 25 - Use each contact to inform and educate
Chapter 26 - The Power of timing
Chapter 27 - Time is a precious sales tool
Chapter 28 - The art of using silence
Chapter 29 - Music as a metaphor for selling
Chapter 30 - Select the words you use carefully
Chapter 31 - Tones, rhythms, and volumes
Chapter 32 - The competition, your customers, and your advantages
Chapter 33 - Personalize your service
Chapter 34 - Pleasure comes from consistency
Chapter 35 - Maintain your energy
Chapter 36 - Make someone’s day
Chapter 37 - Each telephone contact is another opportunity
Chapter 38 - Analyze the sale you made
Chapter 39 - Analyze the situation when the customer did not buy
Part Four: - Preparing to Sell
Chapter 40 - The impact of the right atmosphere on customers
Chapter 41 - Luxury is in the details
Chapter 42 - Keep the service level up even when things are busy
Chapter 43 - Prepare your selling tools
Chapter 44 - Know what you have in stock
Chapter 45 - Learn how each creation was crafted
Chapter 46 - Know what is happening in your city
Part Five: - Welcoming and Discovering the Customer
Chapter 47 - A greeting needs a smile
Chapter 48 - Your body language speaks louder than words
Chapter 49 - Listening with your eyes
Chapter 50 - The importance of discovery
Chapter 51 - The Gift Purchase
Chapter 52 - The power of questions (quality over quantity)
Chapter 53 - Be a careful listener
Chapter 54 - Find out how your customer feels about your brand
Chapter 55 - Make statements to obtain information
Chapter 56 - Introduce yourself
Chapter 57 - “Just looking”
Chapter 58 - The art and importance of reformulation
Part Six: - Proposing, Romancing, and Handling Objections
Chapter 59 - Keep your proposals simple
Chapter 60 - Create curiosity
Chapter 61 - Handle everything you sell as a precious object
Scenario 1
Scenario 2
Chapter 62 - Position the offer
Chapter 63 - Make clever use of the light
Chapter 64 - Romance your creations to enhance the emotions
Chapter 65 - Storytelling
Chapter 66 - Invite the customer to try on the model
Chapter 67 - “Wrap” the price as if it were a gift
Chapter 68 - The art of exploring “Let me think about it”
Chapter 69 - Prepare for dealing with objections
Part Seven: - Concluding and Making Additional Sales
Chapter 70 - Be aware of buying signals
Chapter 71 - Tips to Conclude
Chapter 72 - Suggest the best solution
Chapter 73 - The importance of reassuring when concluding
Chapter 74 - “Picture” the purchase
Chapter 75 - Advise customers about maintaining their purchase
Chapter 76 - Suggest ways of offering a gift
Chapter 77 - The additional sale
Part Eight: - Building Customer Loyalty
Chapter 78 - Loyalty comes from offering gifts linked to the purchase
Chapter 79 - Offer two business cards
Chapter 80 - Make a good last impression
Chapter 81 - Every departure is a preparation for another visit
Chapter 82 - Loyalty comes from remembering your customers
Chapter 83 - The database is an essential tool
Chapter 84 - Celebrate the newborn
Chapter 85 - Build loyalty by staying in touch
Chapter 86 - Ask for a referral
Chapter 87 - Customer after-sales service and the broken dream
Chapter 88 - The ideal after-sales service scenario
Outcomes of the Eight Stories
Conclusion
Index
Additional Praise for
SELLING LUXURY
“Today, our customers’ references in terms of service are extremely high and go far beyond the luxury sector. In the world of luxury, customers are expecting a top level of service before, during, and after every contact or sale. Reaching excellence in service is essential for each Sales Ambassador so that customers are even more satisfied and loyal to the brand. This everyday challenge should be approached humbly, with the understanding that it is a never-ending learning process.”
—Bernard Fornas, CEO, Cartier International
Selling Luxury first appeared in 2006 under the title of The Great 88.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
Детали
- Год издания
- 2013;2010
- Format
- epub