One of the most difficult challenges in training luxury sales associates, is that they feel disconnected to the customer. They don’t live the “high class” lifestyle they believe their customers revel in. They could never imagine themselves paying so much money for a “frivolous” item. They may even decide a certain customer would never be interested in a high-end brand based simply on how that customer is dressed or what car he or she is driving.
Many of us don’t see ourselves as a luxury customer. Indeed, in a rather humorous piece for the New York Times called “So You’ve Wandered Into a Too Expensive Store,” the comedy writer, Monica Heisey explains the sense of panic that can ensue when you walk into an upscale store:
The air smelled too good; there were too few items on the shelves. By the time you’d touched the first wafer-thin turtleneck, you knew:This is a too-expensive shop.
Heisey then shares some tips on how deal with this embarrassing situation, including asking the salesperson to find another size as a diversionary tactic so she can make a quick exit.
Do you remember Thumper in Walt Disney’s film Bambi? While watching the newborn fawn attempt to walk for the first time on trembling legs, Thumper remarks that Bambi really doesn’t walk very well. Thumper’s mom then chastises him by asking him to repeat what his father had taught him. Thumper hesitantly replies, “If you can’t say something nice, don’t say nothin’ at all.”
The questionable grammar aside, what does this have to do with luxury service?
In any type of service situation, you may be called upon to convey a message to a customer that could cause disappointment: “I apologize for the inconvenience this has caused you.” But this is not a post about basic customer service niceties such as telling customers what you can do for them, rather than what you cannot; demonstrating empathy by saying you understand their frustration; or remembering to use their name in the conversation. This is a post about how you can say things better. And luxury customers always expect better.