Introduction Strengthening the Relationship between the Sales Force and their Brand is a Must, Not a Choice!

As soon as the customers enter your stores, they come into contact with sales-people. Ideally, your sales force should be your brand's true ambassadors, representing it in both their appearance and their actions. This encounter with your sales force is usually the only human contact a customer gets in any interaction with your brand. If salespeople play their part well, such an encounter can be memorable and full of emotion. It is generally the only time in the customers' experience when they have a personification of the brand - for instance, Mr. Armani or Mrs. Prada, in front of them. They can breathe in the brand spirit, hear about its mystery and touch its creations. This is when they will learn all they want to know about the brand's products, its history, its styles, its design. Yet, if salespeople do not play their part well, if they are focused on chasing money rather than being brand ambassadors, this encounter can be counter-productive.

The act of selling will have become heartless.Salespeople are in a very important position since they stand between the brand and the customer. Theirs is a tough profession, since they have to take on multiple roles:

. They are the drivers of the company.

. They see and sense the brand reality.

· They generate the money.

. They are on the front line, facing highly demanding customers.

· They are the first to observe changes.

. They are the missionaries of your brand philosophy.

· They observe the competition.

They must multitask.

. They defend their brand.

> They are the first to identify problems.

. They are your brand's biggest media channel.

· They build your brand's customer base.

. They must be able to distinguish between high and low customer potential.

. They make the brand human.

> They promote enthusiasm for the brand.

· They have to deal with diverse characters and cultures.

. They are like wine experts who hold hundreds of different flavors in their mind.

. They spread the brand message across the world.

· They are the storytellers for your brand.

· They can determine the brand's rise and fall.

I often defend the professions related to sales, since it is extremely hard to find a good salesperson. They are very interesting and rare people because they have to master a difficult task: mixing technicality with humanity. (Natalie Bader, CEO of Prada France, former President at Fred International, former Marketing Director at Sephora) Salespeople bring dynamism to your business. You can have the most beautiful brand on earth, the best store locations on earth, the best marketing on earth. But if you don't have a highly performing loyal sales force you are nothing. In economically difficult times especially, but also in general, I am convinced that salespeople are the most important people in your company. They are in front of the customer. They make the difference. Customers buy when they are satisfied, when they received advice from highly competent people who were, on top of that, friendly and sympathetic. Good salespeople are real brand ambassadors, who convey confidence in the brand. Despite this highly important and influential role, there are still so many companies that don't put the salesperson at the heart of their strategy. It is the same mistake as in a marriage: if you think that the wedding is the final and ultimate state of the relationship, you are totally wrong. The wedding is just the beginning of a long path that you need to walk together. The arrival of a salesperson within a company is just the same: it is the beginning of a, hope- fully long, relationship between the salesperson and the brand. In order to allow sales advisors to represent the brand the best they can, all other departments and services around them should provide them with knowledge and expertise. They have to make them fit to fight in the battlefield.

Michel Guten, Sup de Luxe President, Vice President Comité Champs-Élysées, former Vice President of Cartier With regard to recent changes in retail and brand environments, all the signs are pointing toward a steady increase in the importance of salespeople. Contrary to what many might believe, the salesperson's role continues to expand considerably even as digital sales channels are emerging. The arrival of the Internet has provided brands with new ways of increasing their visibility, but, on the other hand, has also led to a constant "dehu- manization."The Internet offers a virtual brand experience but takes away all human aspects. This is where boutiques can make the difference: in order to differentiate from the virtual world, physical stores must develop an even better human customer experience, with personal services provided by highly experienced, well-trained brand ambassadors who live and love their brand with great conviction. Why should I bother going out to a boutique if I can shop comfortably at home? The difference is this additional service, which is an unforgettable human experience (Figure 1). This is also what makes customers come back. It is similar to a restaurant: if your dish was fine but nothing special, but the service was exceptional due to a memorable atmosphere and warm human contact, you will probably return or recommend the place to your friends.

Book Luxury Sales Force Management

Michaela Merk