Hey, Big Spender
To sell to the wealthy, understand the wealthy
When you're selling high-quality merchandise to wealthy customers, how
you relate to them makes all the difference. Your sales associates should
look as though they understand big spenders and sell to them all the time
– even if big-ticket sales are fairly rare. That's the advice
from Laura Laaman, a sales training consultant who spoke on "How to
Sell Top Merchandise for Top Dollar" during the spring Independent
Jewelers Organization seminar/show.
"First, people like to shop where they think their peers shop,"
Laaman says. "So salespeople must look like they have regular customers
who buy luxury merchandise."
To help sales associates feel comfortable with big-ticket sales if
they're not already Laaman suggests role-playing. Take some merchandise
from your case, triple the price tag and have them quote the price to you
or another associate. Make sure they use the world "only" when
quoting the higher price.
Physical surroundings also are important when selling to the wealthy,
she says. Create a comfortable but elegant setting, she says. Offer a special
blend of coffee in china not foam cups. Serve a signature food not
Oreos or Chips Ahoy.
She also emphasizes proper attire for sales associates. "If you
want to sell top-quality jewelry, you must look like the people who buy
it," she says. "Men should wear shirts and ties, blazers or suits.
Women should wear skirts."
by Jack Heeger
Copyright © 1998 by Bond Communications.