The art of selling

TRAINING CONTENTS

DAY 1 : Characteristics of the Fine Jewellery and Luxury Watch market. Groups & Maisons: Overview, Strategies & Mapping

• Today’s Luxury: Characteristics and Figures of the sector  
• Different types of Luxury 
• Characteristics of the Jewellery and Watchmaking industry 
• Market Players: Overview and Mapping.  
• Fine Jewellery and Luxury Watches Brands development strategy  
• Fine Jewellery market segmentation  
• Maisons & Collections  
• Distribution: Issues, channels options 
• New Trends: Digital revolution in the Luxury sector 

DAY 2 : Understand Fine Jewellery and Watchmaking Rules and Ethics

• Understand the 3 main stages of a Consultant’s Journey: Before – During – After. 

• Before: The Consultant Presentation and Preparation 

• During: The Fine Jewellery and Luxury Watches sale ceremony: from welcoming the customer to closing the sale  

• After : Develop a long-term relationship with the Customer: CRM, Clienteling and Loyalty techniques 

Assessment of commercial skills in Fine Jewellery and Luxury Watches: KPIs and Qualitative studies 

DAY 3,4 : Understand Fine Jewellery manufacturing and Watchmaking Principles to master product argument and generate sales

THE ART OF FINE JEWELLERY MAKING 

• Understand the techniques of Fine Jewellery making and polishing 
• Learn about the different crafts involved
• Use the correct vocabulary in front of a knowledgeable customer: understand the glossary
• Understand the value of a piece of Fine Jewellery 

Included: Do It Yourself workshop (half day) 

WHAT IS A LUXURY WATCH ?

• Understand the techniques of Luxury Watchmaking
• Learn about the complexities and the fine crafts found in Watchmaking  
• Use the correct vocabulary in front of a knowledgeable customer: understand the glossary
• Understand the  value of a Luxury Watch

Included: Store visit (half day)  

DAY 5,6,7 : Precious materials in Fine Jewellery and Timepieces

• Gemstones families
• Gemstones Symbolism
• Precious Metals used in Watchmaking  
• Synthetic Materials

Included: E-LEARNING DIAMOND 

DAY 8,9 : The Soft Skills of a Fine Jewellery and Luxury Watches Sales Consultant

Understand the 3 main stages of a Consultant’s Journey: Before – During – After. 

• Before: The Consultant Presentation and Preparation 
• During: The Fine Jewellery and Luxury Watches sale ceremony: from welcoming the customer to closing the sale  
• After : Develop a long-term relationship with the Customer: CRM, Clienteling and Loyalty techniques 

 Assessment of commercial skills in Fine Jewellery and Luxury Watches: KPIs and Qualitative studies 

DAY 10,11 : Proficiency in Maison-Creation–Client Relationship

• Why the Maison-Creation-Client encounter?
• What is an Ambassador?
• Learn how to develop a business argument based on: the personality of the Brand, the characteristics of the product, the positioning of the competition
• Learn storytelling techniques and methods: definition, overview of different Maisons and their narrative 
• Adjust your sales speech and respond to objections
• International Clientele: be aware of tastes and customs in different cultures. Example: Bridal
• Customer loyalty techniques: Special orders, After Sales Service, CRM, Clienteling

DAY 12,13,14 : What is a Merchandising strategy and how do you implement it?

• Learn how to organize a Point-of-Purchase
• Create layouts/displays
• Prepare and organize new window displays : calendar, plan, decors
• Implement commercial operations
• E-commerce techniques and challenges

DAY 15 : Understand and implement security procedures, learn how to handle an assault

• Master security procedures
• Prevent and manage verbal and physical violence from the public
• Learn how to behave when subject to assault
• Learn how to behave in an armed robbery situation

Attack Simulation