The Human Side of Sales: 10 Assessment Questions
As we look toward 2025, the State of Fashion Report highlights a pivotal truth: upskilling and training store associates is the top priority for executives aiming to improve sales and customer engagement in stores next year.
In an era where digital interactions are ubiquitous, the personal touch in sales can significantly differentiate a brand. The human element in every interaction can either build or break loyalty.
Let's look at some compelling statistics:
75% of shoppers in 2022 were likely to spend more after receiving high-quality service.
60% of shoppers cite poorly trained or prepared staff as a major cause of dissatisfaction with their store experience.
20% of missed in-store sales were related to issues with store staff, such as lack of engagement or unavailability.
These numbers encored that human connection is the ultimate differentiator for luxury businesses.
Let me share two recent personal experiences highlighting how important this is in building—or breaking—loyalty.
How Yorgos at Linda Farrow Earned My Trust and Loyalty
Not long ago, I visited the Linda Farrow shop on Mount Street in Mayfair, not intending to make a purchase.
But then I met Yorgos, the Flagship Boutique Manager, who redefined the meaning of exceptional service.
Yorgos greeted me with attentiveness and warmth (he tried to speak in Mandarin with me). Instead of rushing to sell me something, he encouraged me to try on several pairs of sunglasses without any pressure or expectation. He asked thoughtful questions about my preferences, offered tailored styling suggestions and shared craftsmanship stories that inspired me.
By the time I left, I had purchased a pair of sunglasses—not because I needed them, but I felt valued and taken care of.
A Missed Opportunity: When Human Connection Was Missing
Contrast that with an experience I had just yesterday at a luxury fashion boutique in Landmark Hong Kong.
I went in, fully intending to buy myself a necklace as a birthday treat. But from the moment I stepped in, the experience fell flat. There was no small talk to build rapport, no curiosity about what I was looking for, and no interest in the occasion the necklace was for. The sales associate seemed disengaged throughout the entire interaction.
The result? I left the store without making a purchase—not because I didn't like the product, but because the service didn't inspire me to move forward.
10 Questions to Assess Your Business's Human Connection
These two experiences illustrate a powerful truth: human interaction can build or break loyalty.
Here are ten questions inspired by the clienteling principles we've developed for luxury retail, aimed at helping you evaluate how well your business is leveraging human connection in your sales strategy:
Do you really know your clients?
How well do you understand your clients' preferences, needs, and aspirations? Are you actively collecting and using this information to personalise their experiences?
How much effort do you put into building trust?
Are your client interactions authentic and designed to build instant rapport and long-term trust, rather than just securing a one-time transaction?
Are your teams trained to listen before they sell?
Do your sales teams focus on understanding clients' needs, interests, and preferences before presenting products?
How well do you balance digital tools with human touchpoints?
Are you leveraging technology to enhance personalisation without losing the authenticity of human interaction?
Do your teams practice empathy during every client interaction?
Are they trained to understand and anticipate clients' emotions, ensuring every interaction feels supportive and respectful?
Are you creating personalised moments of delight?
Do you surprise and delight clients through thoughtful gestures, such as remembering their preferences or celebrating special occasions?
Do your teams follow up effectively?
Do your teams make a genuine effort to follow up after a purchase or interaction, thank the client, and continue the relationship?
Are you proactive in creating opportunities for connection?
Beyond transactional moments, do you proactively engage with clients through meaningful touchpoints, such as events, community-building efforts, or check-ins?
How consistent is your client experience across all touchpoints?
Are you delivering the same high level of service in-store, online, and through other channels?
Do you measure and act on client feedback?
Are you actively speaking with your customers to hear their feedback and continuously using it to improve their experience?
Key Takeaway
Businesses that embrace the human side of sales don't just sell—they connect, empathise, and build trust. These qualities are what differentiate the top 1% from the rest.
So, as we close out 2024 and prepare for the new year, take a moment to reflect:
How human is your business?
What are your biggest gaps?
What steps can you take to strengthen connections with your clients?
Let’s Connect!
Want to explore how to elevate the human side of your sales strategy? Let's connect—I'd love to discuss how we can help your business thrive in 2025 and beyond!
