What to Expect from Luxury Brands Sales Associates

Spending the next three weeks in Miami, I recently spent the afternoon in one of my favorite parts of town, the Miami Design District. Every luxury brand has a store there making it a great place to shop and a wonderful environment for inspiration if you serve the luxury market. You can feel the money dripping and experience firsthand the best, or possibly the not-so-good elements of sales associates' behavior.?

That got me thinking about the symbiotic relationship between sales associates and customers to offer some tips sales associates can consider and also what we, the customers, should expect.

Product Knowledge

Sales associates in luxury brands should be careful about their reliance on technology. I understand it may be challenging to keep up with an extensive inventory, but I find it off-putting when asked about a product, even something as simple as a price, the sales associate immediately refers to the website, often on the phone in hand. I’m left thinking, “Well, I could have done that.” It’s no different than whether a server in a restaurant knows the preparation of a meal or has to run to ask the chef. We expect them to know. Sales associates in luxury brands should at least be fully informed about what’s on the sales floor. Use the website or other tools for the exceptions. Or do it discretely. Sales associates should also know the craftsmanship, materials, design inspiration, and brand heritage behind a product or the story behind a collaboration.

Exceptional Personalized Customer Service

Here’s a case where technology can be a strong ally. Personalization is key in luxury retail. Of course, sales associates should remember and recognize repeat customers. But even if there’s a change of staff, today’s technology and CRMs make personalization very easy as long as processes are implemented. Hotels and airlines instantly know the status of their customers and acknowledge them as such. I had an experience at one hotel where I had a small customer service misstep. The next time I checked in to that same hotel, without my asking, the hotel manager immediately came out to welcome me back, apologized again for the previous instance, and prepared the room with some additional treats.?

I also had an instance recently when making a purchase in Paris and immediately received a text from the sales associate I work with for the same brand in the U.S. wishing me well on my trip to Paris. Clearly an integrated system worldwide and it was exceptional personalization. I’ve been saying for years that technology can be used to make doing business more personal or less personal. The choice is up to the brand.

Experience and Attention to Detail

The luxury buyer expects a great experience and touches such as a glass of champagne or espresso are appreciated and part of the experience. The luxury buyer also expects every detail to be perfect, from display, and packaging, to cleanliness. But these are expected. Appreciated, perhaps noted, but expected and therefore not overly impressive. For a sales associate to make an exceptional impression, they can take note of details about the customer. For example, when I stopped in recently to the Dior store in the Miami Design District to check out a specific pair of sunglasses, the sales associate mentioned he noticed I was wearing a Dior necklace with the same distinctive logo as the glasses I was interested in. Such paying attention to detail made a huge impression. His attention to detail made me feel seen. This level of meticulous attention to detail, not just in presentation but in noticing the customer helps reinforce the brand's image of perfection, luxury, and trust.

Demeanor

This is a very fine line and a luxury brand sales associate must be able to read the needs of each customer carefully. The degree to which a luxury buyer wants to be doted on and when it starts to feel like they are hovering. I like a sales associate to respond to a request I may have or step up when they can see I have something on my mind, but then know when to step back. While it may be well intended in the interest of exceptional customer service, hovering like a circling hawk is off-putting in the luxury market. More than likely this is not the luxury buyers' first rodeo. The best sales associates know how to read the room and the individual personality of the customer. It should go without saying that aggressive sales tactics are off-putting. Not knowing when to give the customer some space can be equally off-putting. People often have to be left to be in their own world for a bit when making a luxury purchase and know the sales associate is there when needed.

Assumptions and Snobbery

One of the most damaging behaviors in luxury retail is making assumptions or a snobbish attitude. I’ve heard from more than one large luxury brand that it’s one of their biggest problems—sales associates making assumptions about their customers. You can never, and I mean never, assume who can or can’t afford a luxury purchase. As a New Yorker, I remember the day when you had to buzz to get into many high-end stores. Imagine, someone on the other side of the glass entrance was judging whether a potential customer belonged or not. Based on what? The buzzers may have gone away but the dismissive behavior or a misinformed sales associate has not. This is very dangerous territory. Equally important, a sales associate should never assume they understand why a customer is making the purchase. A friend told me once about a sales associate who made some glib comment about a piece of jewelry she was purchasing without understanding it was to commemorate the recent passing of her daughter by suicide. Luxury purchases often have sentimental reasons and keen sales associates should never assume it’s “just a purchase” or easily affordable. Sales associates who come across as dismissive or condescending can alienate customers and tarnish the brand's reputation. Every customer, regardless of their appearance or spending power, should be treated with equal respect and courtesy.

These tips should not only serve as best practices for sales associates, but they should also be the standard of expectation for luxury customers. Happy shopping!

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Few people can speak about the emotions and behavior of the luxury market better than Jeffrey Shaw. Having been a preeminent portrait photographer in the U.S. for 40 years serving the most discerning clientele, as Jeffrey says, "I don't just know this market, I was in their closets."

A speaker who lights up an audience with innovative marketing and branding ideas, offering a whole new perspective on business, customer service, and the behavior of luxury buyers to motivate business owners and luxury brands to implement proven strategies, grow their businesses, and raise standards in the world.

The author of LINGO and The Self-Employed Life, a TEDx speaker featured on TED.com, host of the popular podcast, The Self-Employed Life, and Founder of The Self-Employed Business Institute.

For more information about Keynotes, Coaching, Luxury Marketing, and my year-long High Achievers Mastermind- www.jeffreyshaw.com.