Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
The most recent quarter proved challenging for the luxury sector, with numerous brands reporting slower growth and shrinking revenues across key markets.
As I said in a recent luxury training to the participants: “You don’t want to be the ones who, in the eyes of clients, waste their time.” Fundamentally, they want to be treated as a human and feel valued. However, there are two key reasons why traditional training fails to deliver. Despite high compliance with the minute details of training protocols, client satisfaction remains stubbornly low across numerous brands. When I have 1:1 interactions with sales staff in the real world, I hardly come in contact with an associate who is excellent at emotional brand storytelling.
With diverse interpretations among staff, clients encounter a disconnect, ultimately leaving them unimpressed. The importance of servicing the client as a team is often underestimated. It’s critical to underscore the data. Statistics revealing how long it takes to cultivate client loyalty in luxury and how swiftly it can be lost are often eye-opening for employees. These data points offer context for why luxury experiences need to be carefully curated, inspiring salespeople to see each interaction as a moment that can either strengthen or weaken the brand’s relationship with the client.
In my point of view, the luxury confidence level must increase significantly, otherwise a training means nothing. Training must clarify the role that salespeople have in inspiring clients and provide hands-on tools to be more successful on day one after the training and then even more so as they apply and refine learnings.
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