Introduction
The selling ceremony is an important part of the brand marketing. This is because the brand will be manifested at this stage. There is a need to ensure that the consumer likes brand at this stage. The more this is true, the higher chances that they will come for the product. The sales people are important contact and the human element that participate in the selling ceremony. Their effort will determine whether the brand will be liked or rejected. This is the reason why their services and strategy is an important aspect to the company. The retail stage is the most important stage because the superiority of a brand will finally meet the competitive advantage that has been designed to achieve. The brand experience will also be diffused at this stage. One of the main objectives is to have many clients who are satisfied with the brand and make more sales. The sales ceremony has six stages. These stages include the preparation, the welcome, customer discovery, product presentation, closing the sale, and after sale. These stages are important in undertaking the selling ceremony. The service auditing and implementation methods should be assessed effectively. There should be a mechanism where the different cultures are used to reach the client. There should be concrete plans of action to enrich the client’s experience. They are also responsible for creating, enhancing and undertaking the needed loyalty for the brand. A satisfied client should be able to perceive the brand and the value of the service and goods to be more than the price paid for. This paper will look at the customer experience and the importance of this process in improving the selling value.
The selling ceremony is the most basic phase of brand development. The company should ensure that this selling process is done in a professional manner. There is a need to have strategies and evaluation to ensure that the selling process is successful and effective. The company should look at the bottom line of customer service. With the fact that this is the chance that the customer meets the company, there is a need to enhance and improve the customer experience. The selling ceremony is an important part of enhancing the brand in the retail process. This is the total behavior that represents the way the brand is sold to the client. The approach of using the ceremony is a planned process where the sales team has developed so that they relate with the client. The selling ceremony should be documented by the sales team and should be evaluated from time to time. The assessment and evaluation will help to integrate the current trends that are required and necessary in undertaking the sales process.
Customer service is an essential service that should be integrated to the selling ceremony. This is one of the ways that the company will improve the bottom line in increasing the sales and the enhancement of the brand. One way in which the company can improve the customer service is to improve the interaction process. The sales representatives should be taught on how to have courtesy and friendly approach to the clients. Since they are the first contact with the client, there is the issue of attitude that people have with this process. The first contact should be a good experience for the client. One way to achieve this attitude is to train and coach the sales people on ways in which clients can be approached. They should have the skills of handling clients. This way, they will understand what is required when they meet the clients. The objectives of the company should be the driving force. This means that the vision, mission and the core values of the company should be instilled to the sales representatives. This way, they will work towards achieving the company objectives (Kuo, Wu, & Deng, 2009).
Another way in which the customer service can be improved by the company is to have open communication channel that is open and effective available to the client. The communication channel should be effective. After the sales representative has completed the introduction of the good or service, there should be communication channels presented to the client. If an email address is presented to the client that email address should be open and replies should be provided. Current communication channels should be provided to the client. Most clients prefer having effective modern communication means. Many companies do not update their communication channels. This is not effective and will discourage potential clients (Wilson et al., 2012).
Another way that the customer service can be improved is to provide all the technical details of the service that is provided. The sales representatives should be well versed with the service and/or goods that they are marketing. They will be able to answer all the questions that the clients might want to know. This will enrich the customer experience with the product or service. It is important to have the necessary information for the product that is being sold.
There are six stages of the luxury selling ceremony. The first stage is the preparation stage where the seller prepares the encounter with the customer. The image of the client is an important aspect in the process. The second stage is the welcoming stage. The state of mind of the client and that of the sales ambassador should be aligned. One of the key elements of the welcoming phase is the non-verbal communication. The sales ambassador should be able to judge the appearance of the client. The third phase is customer discovery. The customer should be approached with different pitches. This is in the quest to convince the client to but the luxury. The sales ambassador should be able to get as much information from the client as possible. The questioning process will be undertaken. The sales ambassador should be able to use different tools of customer discovery. The sales ambassador should make use of every visit they make to the client so that the clients become promoters. The fourth stage is the product presentation stage. The sales ambassador should describe the features and benefits that come with the product. The fifth stage is the closing of the sale. When closing, the sales ambassador should be as close as possible. The last stage is that of after the sale. This is where the customer is still reached for further promotions or for services for the product bought.
Companies should also improve their bottom line by coming up with principles and code of conduct that the sales representative should do and follow when they meet the clients. They should develop a culture that is followed by all staff. This way, the client will be able to understand that there is a standard that is followed by the company and its staff. The code of conduct and the culture that is followed should be assessed and evaluated from time to time. This is done so that current trends be integrated to the code. There are sales representative who are not innovative. This is where the company will come up with innovative ways of approaching the customer. There should also be a way in which the sales representative are evaluated and assessed from time to time. This will enhance the experience and the knowledge they have with the clients. It is important to ensure that the staff are well versed with the latest technologies.
References
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill.
