NLP and Retail – How High End Brands Let Themselves Down

Filed Under (Life Coaching & NLP) on 18-05-2018

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Retail is detail and so is NLP. High end retailers spend crazy money on being at the high end of the market so that they can justify the crazy prices they charge for their products.  But how they tremendously let themselves down at their core – in the people they employ.  The NLP coach explains.

1. by employing sales staff that is too young to underline the integrity of these well-established brands with in some cases centuries-long tradition and make their clientele feel more comfortable. Albeit the Millennials – now in their mid 20s to late 30s – can earn good money nowadays, it’s highly unlikely that they’ll frequent high end brands for their personal shopping.  They have enough challenge to manage their living expenses and the cost of all the fun they want to have, let alone be able to lay out several thousand for a handbag etc. The clientele that has the financial predisposition to do it is mostly in the mid 50s and older years of age.  And if we picture a scenario in which a, say, couple in their late 60s looking for a gift for themselves or their family member while on travels in a foreign land enters a, say, Dior boutique and is to be assisted by an assistant in her early 20s who can’t fluently speak the language of the country in which she works and probably knows less about Dior than the customer couple, we will imagine where Dior [from our example] or any high end brand’s integrity fails. Do you think the 20-something years-young assistant supports the integrity of the brand that markets its products primarily to clientele in the mid 50s and up?  One NLP view is that these brands would have far more credibility in these demanding clients’ hearts if they employed staff of an age similar to that of their clients. With tradition comes age and with age comes experience – older sales assistants would highly likely know more about the brand and selling techniques – especially to clients of similar age to theirs- in every situation than assistants in their 20s.

2. by employing staff whose linguistic skills are underdeveloped for the high end environment.  Not only do underdeveloped linguistic skills mismatch the high end environment, they also seriously cheapen the luxurious image of these brands. There’s a lot to be said for equal opportunities and all that, but retail is detail and there’s nothing more embarrassing than a, say, CEO of a global company walking into a, say, Dior boutique with the aim of buying his wife a gift and the assistant not properly understanding him or not having the linguistic capability to clearly converse with him. If I were that CEO, I’d feel insulted by the brand for wanting to charge me thousands for a, say, bag, yet giving me an assistant who isn’t able to clearly communicate facts about it.  There goes the luxury again, doesn’t it?

3. by the fact that sales assistants do not sell the brands’ services to clients.  If a client walks into a, say, fashion boutique and is expected to pay thousands for something, the client has the right to expect some service for the money.  Assistants [of all ages and linguistic proficiencies] should know all the brand’s services to clients and actively offer them as the brand’s unique selling points.  Services such as product repairs and maintenance, personalizing of products, options of ordering and delivering products out of stock, options of looking products up at other boutiques should be actively mentioned.  All this in synergy would seriously increase high end brands’ credibility in the eyes and mainly hearts of their clients – who, being in their late 40s and older years of age know a few things about life and have some expectations of what luxury should represent – comprehensive service.

NLP and retail have a lot of synergy between them, and as a coach in retail I can help you discover and use that synergy to your (brand’s) best benefit. Contact me. 

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