I recently returned from a countrywide swing visiting luxury retailers and observing sales associates, noting what I consider missed opportunities. Here are the 10 most common and how to address them.
Eliciting the wrong response to your greeting. Note how often a greeting elicits “no thank you” or “just looking.” These reduce a sales associate’s credibility as someone who can help and can make clients think they shouldn’t enter the store without knowing exactly what they want. Use open-ended questions and allow customers to browse if they want.
Poor questioning. You become a favorite salesperson by finding something that fulfills a client’s need or dream that they wouldn’t have found themselves. To learn about needs and dreams you must ask questions. Even when someone knows what she wants, one or two quick questions can help identify the right item plus possible add-ons. But ask the fewest questions possible to get the needed information.
Failure to make a per-suasive recommendation. Don’t show merchandise; prove a selection is right by linking it to a stated need or dream. Here’s an example: “Because you said the topaz is your favorite, and you love pins, I’ve selected these.” Don’t waste time saying you love the item. Focus on the client.
Showing mistrust in your prices. Many purchasers of luxury jewelry are more concerned about overpaying than whether they can afford the purchase. If you offer an accommodation too quickly, the client will think you mistrust your prices. Make accommodations seem difficult to obtain and provide a convincing reason why you’re offering one.
