What Kind Of A Customer Are You? Do You Know The Important Steps Of A Selling Ceremony
Hey lovely people! Hope you are having a great Sunday and enjoyed reading my previous post https://styleprer.com/jewelry-a-luxury-or-commodity-understanding-luxury-marketing/on the insights of jewelry as a form of luxury v/s commodity, 6 keywords to luxury and how you could create and sell luxury brands.
Khyati Sindhwani also briefed us on the steps of a Selling Ceremony. Did you know, “The concept of Selling Ceremony is considered highly important. Probably more than the product or selling the story.” It’s about creating an all round experience. It’s said internationally you have to go through approximately 6 months of training before one interacts with the customer. However, this may vary with every brand whilst they want to create a unique selling ceremony and experience for their customer.
- Greet the customer.
- After a minute or two, ask them if they need help.
- If they say they don’t, step aside and wait around until the customer is in the store.
- If customer seems impatient, try striking a conversation not necessary about the product but other than product. It’s said by far consumers may not like product information unless they want to be told about it.
- Pay attention if the customer has come alone or accompanied by someone. E.g. Family, husband, friend, etc.
- Who has the spending power?
- It’s also said some stores may not talk to their customers in their local language even though they may know it, as it could come across as being derogatory.
Every step is broken right from the customer entering to store until he/she purchases, exists the store and is escorted to their car. It’s about creating a 360 degree experience. Generally when a customer relates to brand, they do tend to visit again.
Maslow’s Hierarchy Of Needs
Physiological, Safety, Social Belonging- By far most of the people are working towards their basic and physiological needs, while luxury consumers start off at social belongings. Once a consumer has sufficed his social belongings, post which they may think luxury and the opt for the trendsetting brands in the market.
Self Actualization – Being at the top of the pyramid, this is where core luxury begins with actual luxury consumers. Consumers in this space understand skilled craftsmanship and value the product for its make and not the price. Be it jewelry, watches, handbags or other products.
The 4 P’s In Luxury Marketing
- Patricians- These are the self-actualization consumers. They understand the concept of story telling, heritage products. They prefer buying brands with non prominent logos and prefer associating themselves with other patricians who prefer subtleness.
- Parvenus- They could be affluent. However are known to be “the attention seekers” or “show off” Understanding the product quality isnt of much importance. Their aim is the prominence of the brands and trends.
- Poseurs- As much as they give business to the knock off markets, it could be unhealthy for the segment of genuine hi-quality products. While planning a marketing strategy it’s suggested and essential to keep poseurs in mind. With lack of financial means the products are unaffordable for them, however they may aspire to be a Parvenus and eventually a Patricians. In jewelry the chances of poseurs is far lesser as one can identify precious and non-precious jewelry. It’s also said some hi-end brands tend to keep products for infants until they are old, only to build a life-time customer. eg. A jewelry store selling baby products i.e. silver spoons, charms etc.
- Proletarian – Proletarian consumers neither have an attraction for luxury goods nor are affluent. They don’t seek to associate themselves with the “haves,” nor do they seek to distance themselves from others of “humble means.”