Centre of attention
Bijouterie Italienne in Montreal carries several high-end watch brands, including Rolex, de Grisogono, and Gucci. As part of their ongoing training, sales associates get a recap on a weekly basis on the art of selling luxury timepieces.
To make the sale, the first step is to understand the luxury watch buyer will not take lightly to being made to feel they are unimportant. Instead, lavish attention on them, says Marco Miserendino, the store’s vice-president, managing director, and co-owner.
“These clients are getting ready to spend a considerable amount of money on a watch, sometimes their yearly income or half their yearly income, and they become demanding simply because there is so much money involved and they have expectations that go with the price tag,” he explains. “One of the biggest mistakes is to not consider that when approaching them.”
The sales pitch begins the moment the client walks into the store, he says. A five-minute delay in merely acknowledging their presence can be fatal.
“You have to make the customer feel at ease and at home right away,” Miserendino explains. “If they’re received in a way that makes them feel different and the experience is better than it is at your competitor’s store, that goes a long way.”
Creating the right mood is imperative, right down to serving the client a beverage. Rather than inquiring whether they would like a cup of coffee, ask them how they take it. “This attention to detail sets the stage for selling them a watch,” Miserendino adds. “You’re sending them the message that you have an interest in making sure they are happy. That message stays with them throughout the whole presentation.”
