More than ever, brands are competing for the same client. One thing is crystal clear: establish a genuine connection with clients or risk becoming irrelevant.
Technology does not make relationships – people do.
Brands must not only prepare advisors to leverage technology. Advisors also need to form relationships and create desire for product beyond what the brand can do.Since clients are increasingly more knowledgeable about brands and self-confident in their decision making, advisors need to be more than product experts who download information.
Clients are increasingly more casual, and reject being treated impersonally in a robotic way. Helping advisors bring out their authentic self that creates authentic connections and converts to quality sales.Create a buying atmosphere versus selling atmosphere by creating desire and facilitating the client’s path to purchase.
Client advisors must act as brand ambassadors who can speak clearly and confidently about the brand’s policies and initiatives.Be in the customer orbit or be ignored. Advisors must understand the luxury client’s world and connect on topics other than business.Relevancy: the new differentiator.
France Dernières Nouvelles, France Actualités
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