Luxury Sales Force Management: Strategies for Winning Over by Michaela Merk (auth.)

By Michaela Merk (auth.)

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Based upon this trust they are then able to transmit the essence of the brand to their customers. Some salespeople gain trust in their brand because the corporation trusted them at a certain stage in their career. Within less than a year they gave me the opportunity to manage a store, even though I had never done this before. This gave me confidence and I started trusting the brand, which fostered my relationship with it. (Yves Saint Laurent store manager) Mutual trust is then established between salespeople and their employer.

24 ill 3 Luxury Sales Force Management Walking the customer–brand tightrope (Source: Albert Dessinateur for Michaela Merk) A highly successful sales manager at Cartier shared reflections with me about the dangers of salespeople putting themselves on the same level as customers: Even though I am highly successful in my profession, I would not buy a luxury villa next to my customer. I would rather hide, since the customer should never know that I have been successful. I am his confidant and probably know more of his secrets than his own wife.

Fred sales associate) Stories about brand creators who have passed away are often told with nostalgia, almost like a fairytale. Stories about living brand creators are emotional due to their personal proximity and talent. I could sense in the people I interviewed a certain pride if they knew and served the brand’s original creators. This proximity is even stronger in family-owned businesses, as is the case for Patrick Roger, the famous artistic luxury chocolate designer: We are a family business.

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