Wall Street Journal article about IWC

+ n LOL!!!

Interesting, thanks Jack!

kidding aside, some serious comments

Dear IWC fans,

I'm pleased that IWC has taken steps to a serious approach of clinching a sale in a dignified setting.

Having been in the watch industry for a very long time I can tell you about luxury watch stores I've visited which employed pretty bimbos who sold lingerie the week before and, more often than not, knew less about watches than informed customers coming in to shop. Techniques used even in many classy establishments have utilized sales girls showing cleavage who'd schmooze customers into buying.

The idea behind IWC's latest approach at their boutique, however, is a gradual process, I hope, of educating their employees about all aspects of the timepieces they carry on board. And that means they need to be acquainted and informed of the technical specifications of the many current models.

In the end, an IWC owned boutique should be able to offer customers well informed salespersons who know how to cater to each individual person in a most satisfying manner without pressure or put downs. The goal is to make a visit to their boutique a most memorable one whether or not a purchase is made.

Regards,
Jack Freedman

I'll Stick With My AD!..They Appreciate....

..My Business.

No Flight Simulator Though...'-(

Best,

• Joe

I love my AD too, but good to see....

is actively taking steps to up the service and sales technique training

Your contributions are always welcome Jack (nt)

perhaps it sets the tone for AD's too

As many have noted, a company owned boutique lays the foundation of public awareness and recognition of a brand. Thus if it is run professionally it can also set the tone and an example for AD's around the world of how the brand should be promoted.

It is important to stress that IWC has always valued its relationship with their authorized dealers and recognizes the fact that they can establish closer connections with their own customers.

Regards,
Jack Freedman

That's one way to sell, but not the only way...

It's a big world out there, as not everyone will buy with such tactic.

Nevertheless, I like the fact that they treat potential customers with more attention and care. It can really make most customer feel good buying a $30,000 watch.

IMHO, a good salesman must be able to assess what kind of customer he is dealing with. Adapt to what the customer is looking for...what he truly values, then make him an irresistible offer. May it be a discount, giveaways, accessories, or some tickets to Broadway Show. :-)

Personally, I make it a habit of bargaining hard on everything. I do my research on the piece I want and at what price I want to buy it. Some salesman I've encountered can actually see where I'm coming from, and cut-through all the sales-talk BS, and go directly to price negotiations (I always buy in cash, btw).

In the end, he's happy, I'm happy...everybody is happy.

To each, his own....

I agree Jack. This is a positive step forward

maybe in some ways...

Educating a sales team is always good. But my experience has been:

1. there are sales people who already are quite good, and much of this is unnecessary for them. Hua is a very good and appropriate sales person, and his being corrected to say "please take a seat' (rather than merely asking "would you like to try it on") to move the sale forward may be good sales tactics but doesn't really help get better customer service. To that extent, it is a solution in search of a problem.

2. there are sales people who aren't very good , as Jack mentions. The problem may be with recruitment more than anything --some of these people may be difficult to educate, but I concur it's worth a try.

But, regardless, I must categorically reject when Jean-Marie is reported to coach sales persons [i] "to offer a gift if a discount is requested. “The minute you leave the boutique, you forget” the discount, he said."[i] The article then tells us a closet in IWC’s boutique is filled with coffee mugs, umbrellas, watch-winding devices and the like.

That,. to me, is not what customer service or relationship building is like. If I ask for pricing, for whatever reason, I would feel patronized if a person offered me a coffee mug. Jean-Marie comes from a country where discounts are relatively minimal, and reportedly did consulting for Louis Vuitton, which never has items go on sale (unlike, for example, Chanel). There are different business models here, and I'm not sure that all of what Jean-Marie suggests is good, helpful, or appropriate.

Some thing he mentions may be right and helpful to some people, but certain not everything nor to all audiences.

Regards,
Michael

Michael, you hit the nail right on the head...

You are absolutely correct in pointing out the business model is different in the US. Trinkets and coffee mugs are nice but in no way would affect my decision to purchase an IWC watch. And I would feel insulted. The fact of life is that watches are discounted in the States and and a boutique salesperson has to learn how to negotiate. Otherwise, I'll just leave the boutique and return to my usual AD who I know will take care of me.

Well said indeed!!! nt.

And this is the primary problem

boutiques are facing in contrast to AD stores.
Of course there are people that never ask for a discount, (in Switzerland perhaps)? In any case you are more than right Alan.

Argiris