First, the sales skills of luxury stores
1. When customers enter the store, a product attracts their attention. Salespeople should organically connect customers with products to stimulate customers' imagination. For example, in the exclusive store of Belgian jewelry brand TESIRO Tongling, their sales staff will tell customers: "TESIRO Tongling jewelry is designed by the world's top Italian fashion designers. The diamond pendant you see adheres to the latest international design concept and will look fashionable and charming when worn on your chest. " In Chanel Chanel, customers will hear a similar description: "Chanel Chanel perfume is full of modern flavor, which can make a lady like you exude charming charm."
2. When introducing the product, the sales staff began to focus on the brand value of the product, so that consumers can have an intuitive and in-depth understanding of the brand. For example, "TESIRO Psychic is a Belgian diamond brand. When you attend PATY activities, wearing this diamond jewelry will make you full of noble and elegant atmosphere, and international brands will make you more confident. " Rolex Rolex sales staff will say, "Rolex has excellent craftsmanship and technology, and has always maintained a leading position in the watch industry. If you own it, it means that you have an identity certificate representing strength in business activities. "
3. In the process of in-depth communication with customers, at this time, sales staff generally have a certain understanding of customers, and the sales staff of these European classic luxury brands will describe the scene in combination with the personal situation of customers. For women who want to buy a diamond ring to get married, they will say, "At the wedding, when he puts this Tesiro psychic ring on you in front of everyone, it means that you have a commitment to be together for life." For customers who are used to leisure consumption, CHANEL will describe it like this: "A lady with taste like you must pay great attention to the quality of life and spend weekends with friends. Chanel Chanel perfume makes you more elegant and romantic. "
When the customer wants to leave, the salesperson should seize this last chance, which usually improves the emotional appeal of the text. For example, "This Tesiro psychic diamond jewelry will definitely make her excited, and she will always remember this special birthday." "The moment he opened the Rolex box, his heart kept pounding" and so on.
Second, the five skills of luxury marketing
1. Pay attention to public relations and establish word of mouth.
The marketing of luxury goods follows the principle of public relations first and advertising second. We know that high-density advertising alone cannot bomb luxury brands in a short time. Luxury goods rely more on word-of-mouth, while word-of-mouth communication depends on public relations.
2. Display marketing of luxury goods
For luxury goods, show marketing is to create a suitable topic and spread it widely, and then pack the products in the store for consumers to come to the door. Before consumers enter the door, the text and picture information about products has formed a legion, which in turn attacks the consumer's world. The information bombing and marketing propaganda of the media have created an enviable image for well-known brands in advance.
3. Promotion of top brand users
For luxury brands with a long history, users who have prominent social status and influence of the times, such as royalty, famous politicians and writers, may just like the products of the brand at first, but they also inadvertently achieve the added value of these brands.
4. Value orientation of luxury marketing
In luxury marketing activities, value orientation is undoubtedly the most important. Please note that the value mentioned here is not the price in the popular sense. Value is the sense of superiority, happiness and comfort that consumers can really feel; And price is only the external expression of value, and talking about price alone cannot reflect the real value.
5. Customer-oriented service and promotion skills
When going abroad for business or holiday and shopping in foreign brand stores, salespeople often ask them to fill out customer information forms. Although you have repeatedly told them that you are just a tourist, they will not give up easily, but repeatedly ask customers to fill in their specific names and detailed addresses.
Five skills for selling luxury goods:
1. Treat customers with a good sales attitude.
Compared with other commodities, people who sell jewelry have less traffic and are expensive, so they are also called luxury goods. Jewelry salespeople may often wait for a consumer to appear in a boring way, so salespeople themselves should have a good attitude. Professional luxury stores should provide a good environment and atmosphere for sales staff, such as playing some light music and some professional magazines, to create a good atmosphere for sales staff and cultivate a good attitude.
2. Seize the opportunity to receive customers.
Customers who buy luxury goods generally have their own favorite styles or are buying them for others, so they need your details. The so-called timing means that when customers come to your counter, you should look at them with a smile and say hello to them instead of selling them as soon as they come up, which will make luxury consumers feel resistant, so it is most important to look at the timing and create a relaxed shopping environment for them.
3. Sales presentation
Because most luxury consumers don't know much about luxury goods, it is necessary for salesmen to give details in time and make a good reserve for jewelry display in advance. Although this is not a particularly important move, it is indeed a very noteworthy point.
4. Make full use of the problem
When selling luxury goods, careful salespeople will certainly find that some luxury consumers will have many problems on the table when they are interested in buying, and they will not be at ease if they don't know clearly. At this time, the salesman should make full use of this doubt, introduce your jewelry to consumers in time, and fully apply what you know to this introduction. Because it will also cause a referral effect. The more customers know about jewelry, the more satisfied they will be after buying it.
5. Guide consumers out of the purchase misunderstanding.
There must be some important reasons why the sales of luxury goods can develop well. But it is precisely because of its rapid development that some problems will appear. For example, some businesses mislead consumers, making many consumers' purchase requirements "unreasonable". Especially in the grade appraisal of jewelry diamonds, many consumers demand that the origin of diamonds is South Africa, the purity is VVS, the evaluation is excellent and so on. As for the grade of diamonds, salespeople should first take the initiative when issuing certificates to customers, that is, look at them before handing them over to customers and make an affirmation of diamonds according to the grade.