Corporate Training · Programme 02
Clienteling and CRM training for luxury sales teams
Clienteling & CRM is Académie de Bernadac’s training programme for luxury sales teams who build long-term client relationships. Associates learn to observe, listen and personalise each visit, then turn what they notice in the boutique into CRM notes that prepare the next visit and the follow-up. It is delivered on-site, worldwide.
Your situation
Your best clients are known by a few people. The relationship should belong to the maison.
Clienteling tools are in place. What fills them, and what happens next, depends on each associate.
At the door
A loyal client walks in. Nobody remembers what she chose last season.
In the CRM
The fields are filled, but the note says “nice client, will come back”.
In follow-up
Every client receives the same message, at the same moment.
When people move on
An associate leaves, and part of the clientele leaves with them.
What your teams learn
From first welcome to long-term loyalty
How teams observe, personalise and follow up, so that every VIP relationship grows from one visit to the next. The programme draws on the principles used in luxury watch and jewellery retail.
- What clienteling means, and why it matters
- Observation, active listening and luxury small talk
- Luxury vocabulary and consultative language
- Personalising by profile, preference and situation
- Soft closing, and subtle cross-selling and upselling
- Mapping the client journey to the selling ceremony
- Turning boutique observations into CRM data
- Linking CRM notes to the next visit and the follow-up
- Embodying the brand at every touchpoint
- Handling HNWI and VIP clients with ease
Format
- WhereIn your boutique or training room, wherever your teams are
- DurationFrom half a day to one week, built on demand
- LanguagesChinese, English, French; others on request
- After the trainingRecap materials and daily practice on AdB-AI
A reason to invite
Give your clients a reason to come back
Clienteling needs moments worth inviting clients to. Our VIP events, from high jewellery styling to wine etiquette, are hosted in your boutique and designed to bring clients in, keep them longer and bring them back.
Questions
Clienteling training: questions
What is clienteling in luxury retail?
Clienteling is the practice of building a long-term, personal relationship with each client: knowing their preferences, remembering their story and inviting them back at the right moment. Académie de Bernadac trains associates to do this naturally and to record it in the CRM.
Do you work with our own CRM tool?
Yes. The training is built around the tool and the fields your teams already use. The focus is on what to observe and how to write notes that are useful at the next visit.
Who should attend?
Client advisors, sales associates, boutique managers and CRM teams of luxury maisons, in fashion, jewellery, watches and beauty.
How long does the programme last?
It is built on demand, usually from half a day to one week, and can be combined with Sales Strategies & Services.
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Ready to begin
Let’s design your programme
Tell us about your brand, your teams and what you would like to change. Our team replies within two business days.