Known facts
The abundance of information on the Internet consumers can access can be both a blessing and a curse; the former since a sales associate can have a meaningful discussion about the technical aspects of a timepiece with a customer and the latter because there is no room for error on the employee’s part. Asserting one’s expertise is critical to gaining the client’s confidence. Not doing so makes the sales pitch all about price, rather than brand experience and value.
“For those associates who simply are not able to grasp the technical concept of horology, focus on a few key technical principles and learn those thoroughly,” says Haigo Derian, vice-president of L’Oro Jewellery in Markham and Vaughan, Ont.
“For example, chronographs and other types of complications are important to know. Clients, especially seasoned purchasers, have a wealth of knowledge, so giving them any wrong technical information will turn them off immediately. Stick to what you know and sell the product, but also sell yourself and your retail environment. This is all part of a luxury purchase.”
In addition to having a firm grasp of the technical details, Freiburg stresses the storytelling aspect to the sales pitch.
“We enjoy conveying a brand’s history to a client,” he says. “They have so much heritage behind them as to why they design their watches the way they do.”
Derian agrees, adding even the smallest anecdote can illustrate quickly a brand’s historical significance. “This is important, as today’s consumers are looking for a connection with the products they invest in. The brand’s story is just as important as the product, and in some cases, more.”
