Saving the Sell for Last

Dior. Sells. Last. (not first).

This email is the third of a series about Dior. To summarise:

I went into the Dior store and the sales associate, Nicky, gave me a nicely presented orange juice to drink while I browsed.

This showed me that Dior wants to build relationships, not just sell products. They understand that a $4 juice maybe worth a lot of business in the long run, even if nothing leaves their shelf today.

I asked Nicky about one of their shoes and she told me the story behind it - why it exists - not mentioning anything to do with design, material, or the likes.

From this it's clear that Dior is more brand focused than product focused. The clothing is only a means of expressing a deeper lifestyle behind the product.

This is what happened next:

From behind a curtain came a tall man in a nicely pressed Dior suit. He looked important.

I asked and I found out he was the manager. Let's call him James.

James approached me asked: "are you look at buying something for Father's Day?"

"I'm certainly curious to see what you have to offer", I replied.

My point is this:

It's not that you shouldn't talk about your product.

The manage had no problem presenting Dior's products to me to be purchased.

But there IS a time and place.

In other words, selling your product shouldn't be the first thing.

In fact, it should be near last.

By getting customers hooked on WHO you are before WHAT you make,

when the time does come to sell your clothing product

the work is done

and they're in!

Truly,

Elijah