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Jingdong book

奢侈品销售的艺术 :顶级奢侈品品牌的销售圣经

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奢侈品销售的艺术 :顶级奢侈品品牌的销售圣经

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遴选作者30年来品品牌的销售与培训经验

经过世界各地的销售大使验证有效的销售技巧

被几十家品牌验证有效的销售经验,全部汇集于此。即使是前一单卖出1200万美元项链的销售大使,也在认真地聆听作者的课程。

Content Description

阅读本书,如同徜徉于一场愉悦而精致的销售课程之中,本书的所有销售技巧与品牌销售大使的案例均来自真实的人和故事。值得每一位销售代表细细研读。

Author Description

罗宾·伦特

(RobinLent)

AC3国际公司高级顾问。他为25个全球著名的品牌和家族品牌提供咨询服务,主要研究方向是服务、销售和管理。

热纳维耶芙·图尔

(GenevièveTour)

从事零售领域工作超过25年,为卡地亚工作也20年有余。热纳维耶芙拥有MBA学位,主要研究方向是品牌管理和市场营销。现在,她是一名独立顾问和培训师,专为全球知名公司提供培训服务,同时也在全球精英学校教授方面的课程。


Catalogue

推荐序
前言
致谢
第一部分
觉醒
1.销售大使的重要角色/2
2.在顾客的眼中,销售大使就是品牌/5
3.忠诚度始于第一次购买/7
4.待人如己/9
5.口碑相传/11
6.顾客流失的代价惨痛/13
7.购买的情感因素/15
8.去海岛度假还是去买心仪的耳环/17
9.价格只是购买因素之一/19
10."惊喜"赢得"惊叹"/21
11.谨言慎行与为顾客保密/23
故事1/24
第二部分
销售大使的思维
12.以普通人而不是销售大使的身份切入销售/28
13.使每一次接触都变成一种经历/30
14.了解顾客的故事/32
15.祝贺顾客/34
16.赞美顾客/35
17.每一次客诉都是一个机会/37
18.其他的竞争者/39
19.服务无价/41
20.偏见和成见的危险性/42
21.团队协作/44
22.犯错误时的顾客关系维护/46
故事2/48
第三部分
销售大使的交际能力
23.成功的销售风格/50
24.人生中充满庆祝/52
25.与顾客分享知识/54
26.合理把控时间/56
27.时间是宝贵的销售工具/59
28.沉默的艺术/61
29.销售就像音乐/63
30.措辞要得体/65
31.语调、语速和音量/67
32.竞争、顾客和你的优势/69
33.个性化服务/71
34.顾客的快乐源于期望的满足/73
35.保持你的精力/75
36.过好每一天/77
37.每次通话都是机遇/79
38.分析销售/81
39.分析没有达成销售的原因/83
故事3/84
第四部分
准备销售
40.良好的氛围对顾客的作用/88
41.奢侈在于细节/90
42.再忙也不能降低服务水准/92
43.准备好你的销售工具/95
44.熟悉库存/97
45.熟知商品制作工艺/99
46.了解你的城市正在发生什么/101
故事4/102
第五部分
迎接并发现顾客
47.用微笑迎接顾客/106
48.肢体语言胜过话语/108
49.用眼睛去倾听/110
50.发现的重要性/112
51.购买礼物/115
52.提问的力量(质量胜于数量)/117
53.做一个细心的倾听者/120
54.了解顾客对品牌的看法/121
55.通过评价来获得信息/123
56.自我介绍/125
57."我随便看看"/127
58.归纳总结的方法及其重要性/129
故事5/130
第六部分
推荐、渲染及处理异议
59.让你的推荐简单化/132
60.创造顾客的好奇心/134
61.珍视你所售卖的每一件产品/136
62.准确定位价格/139
63.灵活运用灯光/141
64.渲染你的作品来增加情感分/142
65.讲故事/144
66.鼓励顾客试穿/146
67.像包装礼物一样"包装"价格/148
68.探索"让我考虑一下"的艺术/150
69.准备好处理异议/152
故事6/153
第七部分
完成销售并做附加销售
70.注意购买的信号/156
71.完成销售的小建议/158
72.提供最好的解决方案/160
73.完成销售时再次保证的重要性/162
74.为购买时刻拍照/164
75.给顾客商品保养的建议/165
76.对赠送礼物的建议/167
77.附加销售/169
故事7/171
第八部分
建立顾客的忠诚度
78.忠诚来源于与购买有关的赠品/174
79.给两张名片/175
80.留下一个好的最后印象/177
81.每一次分别都是为了下一次光临/179
82.忠诚源自铭记顾客/181
83.资料库是个重要的工具/182
84.庆祝新生/184
85.持续联系建立顾客忠诚度/186
86.请求顾客推荐其他顾客/190
87.顾客的售后服务和梦想的破碎/193
88.理想的售后服务方案/195
故事8/197
总结/199
Book Abstract

今天,在奢侈品领域,我们的顾客对于服务的要求非常高,并且更加细化。在奢侈品的世界里,顾客期望在每一次销售的售前、售中、售后都能享受到高标准的服务。提供卓越服务是每一位销售大使的必备能力,这样才能使顾客对品牌更加满意,更加忠诚。我们要保持谦卑之心迎接每天的挑战,并明白这是一个学无止境的过程。

伯纳德·福纳斯(BernardFornas)

卡地亚国际集团总裁

Introduction

推荐序

奢侈品销售充满了神奇、激情和感动。顾客、作品和销售大使三者享受交流的过程和达成销售目的本身一样重要。通过这种方式,销售大使建立了一种积极参与和分享品牌体验的关系。

销售大使的角色对于任何一个品牌的成功和未来是至关重要的。销售是一种庄重尊贵的职业,同时包含了复杂性和多样性。它要求有多种职业技能、充沛的个人精力,以及不断自我激励的能力。

品牌经理重视他们的销售团队,认可他们的成就和贡献,以及对于业务拓展的重要性。就我个人经验而言,销售大使也能成为一种重要的信息来源,因为我们可以通过他们来接触客户。因此,销售大使也可以参与对新品和样品提出建议。

本书就像宝石,在奢侈品的世界中是独一无二的。热纳维耶芙·图尔(GenevièveTour)和罗宾·伦特(RobinLent)将他们的关系和个人经验汇聚在一起,用他们对于奢侈品销售艺术和客户忠诚度的理解,创作了这本拥有很多优秀建议和实用案例的书。

成功的销售大使总是在寻找方法来提高他们的联络质量。即使是销售大使中最优秀的人,本书也会提升他们的本领,打磨他们的技能,同时使他们参与建立品牌体验时更有乐趣。

阿兰·多米尼克·沛林(AlainDominiquePerrin)

历峰集团总裁兼创始人

前言

如何使一件奢侈品在整体奢侈品氛围中显得独特?如何建立几十年甚至一生的顾客忠诚度?奢侈品与潜在消费者之间的纽带是什么?相比竞争,如何增加品牌附加价值?在奢侈品销售中,如何做向上销售和交叉销售?如何充分利用售后服务?如何利用沉默、观察等方法积极促进销售过程?当消费者光临奢侈品店铺时,他们的真实购买期望是什么?

本书将结合作者30年来的奢侈品销售与培训经验,并借鉴世界各地的顶级销售精英的经验,来回答这些以及更多的相关问题。这些来自顶级销售精英们的技巧,将会给你提供中肯实用的奢侈品销售指导。

这88条方法清晰实用,并能即学即用。在本书的一开始,一些诸如问候、微笑和倾听的重要技巧,可能在奢侈品销售领域看起来并不特别,但可以肯定的是,我们所研究的这些必备的基本技巧,是奢侈品销售中顾客们非常期望的。

奢侈品销售大使的重要性怎么强调都不为过。他们对于顾客来说,就是代表品牌本身。每位销售大使都应为顾客关于品牌的购物体验负责。对于这些在销售一线工作的人,学习运用本书中教授的技巧是提升业绩的最佳途径。

如何定义奢侈品消费者?很简单,我们都是。我们都有属于自己的奢侈品。这种奢侈品,可能是一条我们坐着读报的公园长凳;可能是周六上午我们享受一杯咖啡的地方;亦可能是我们看日落的一个地点。这些细微而又独特的事物,对我们很重要。一点微不足道的奢侈,能带给我们非凡的感受。

那购物呢?是否只有有钱人和富豪才是奢侈品的消费人群?绝对不是!人们都想拥有一些特别的东西,要么为爱的人,要么为自己。他们的收入可能并不高,但对他们来说,一件作品的价格,与纪念家人或朋友之间重要的日子诸如生日、周年庆、毕业、晋升等的渴望相比,已经显得不那么重要。人生中的特殊时刻需要用些特别的东西来纪念,以增加生命的欢愉。

从6000年前古埃及的法老或者更早时期开始,奢侈品就一直与我们如影随形。未来,奢侈品仍然会以这样或那样的形式继续存在。品牌可能会消失,但是奢侈品这种观念是人类生命的一部分,会一直陪伴我们。

在本书中,我们将明晰销售大使与销售顾问的区别,针对每一种情境,给出具体的例子,告诉你该做什么,不该做什么。我们将在举例时不提及具体品牌名称,原因有二:首先,在奢侈品世界里,我们出于对品牌的尊重的周密考虑,为品牌保密。其次,要避免使读者想当然地以为某种方法仅仅只适用于奢侈品销售的具体领域。我们发现,本书中教授的技巧在各式各样的销售情境下都表现出色。为什么是88个章节?我们这样选择是有原因的。在销售中,每一件作品都是一种象征,都蕴含一个故事;同样地,在这些"8"中,每个"8"都是一种象征。

"8"是平衡与和谐的象征,而在销售大使与顾客之间的关系建设中,平衡与和谐是个永恒的挑战。

在数学中,横着的"8"是无穷大的符号,这里我们期望把它与建立持久的顾客关系的理念联系在一起。

最后,在某些文化里,比如中国文化,"8"象征着美满。在广东话中,数字"8"则直接被读作"fa"。这在广义上,和"发财"的"发"的发音是一样的。两个"8"则使这种可能性翻倍。

愿本书成为每一位读者的一笔财富!

在每一部分的末尾,都会有一个故事,来呈现现实生活中的消费者与销售大使之间的情景。每一个故事都会以一个问题结束,让读者想象故事的结局(影响和结果)。读者也可以在每个故事的下面看到我们给出的结局。

真诚地感谢奢侈品领域的专家沈黛婷女士,为这本书做全书审校,对译稿提出了严谨的校正和改进的建议,她为本书所做的一切让本书更加完美。




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