Roundtable: How to Sell Luxury Goods in a Down Economy
CR: What role does customer service and technical support play when selling high-end products in the current market?
Freiberger: Customer service is extremely important, if not the most important aspect of your business! Quality and service go hand-in-hand.
Johannesen: The best time to secure a customer for life is when your customer has a problem; this is the make or break point with their loyalty to your brand. With a rapid response, heartfelt empathy and a smooth resolution exceeding their expectations, you’re on the way to building long-term customer advocacy.
Detmer: Customer service plays a huge role in custom-installed A/V systems. Dealers that provide their customers with a hot line and system check-ups always prevail and get more referrals.
Baker: Customer service and technical support are absolutely critical in the luxury market. High-end goods and top-level customer support are synonymous. The level of personal attention and service you provide luxury customers should go hand-in-hand with the level of luxury products you offer.
CR: Finally, what is something your dealers have done to successfully up-sale their clients?
Baker: Our dealers have been successful by providing specialty, professional-grade products, which are only available through professional systems integrators. This adds an inherent value to their business by affirming the value in working with a professional CE provider. By refusing to compromise on the quality of products, services and support they provide, they have brought value of their business.
Detmer: Niles dealers have a built-in, up-selling tool when they specify our ceiling mount loudspeakers with Directed Soundfield technology. These loudspeakers feature a twist-and-lock mounting mechanism that facilitates instant speaker change-out or replacement. Our dealers frequently take the next model up in the line to their customers’ home to demonstrate the difference on site with little or no extra effort. Typically, this results in an up-sale—and higher customer satisfaction in the process.