Corporate Training · Programme 01
Luxury retail sales training: Sales Strategies & Services
Sales Strategies & Services is Académie de Bernadac’s luxury retail sales training programme. It reframes the 8-step client journey, from welcome to client retention, as a luxury ritual, so that sales associates discover needs, tell each product’s story and resolve objections without pushing. It is delivered on-site, in boutiques worldwide.
Your situation
Every visit follows the same steps. Not every visit feels like your maison.
Your associates know the collection and the selling ceremony. The difference shows in the moments between the steps.
On a quiet afternoon
A client says she is “just looking”. The associate steps back, or moves too fast.
At the try-on
The most emotional moment of the visit passes like a stock check.
At the counter
Payment, packaging and farewell are rushed. The last impression is a transaction.
After the visit
The client hears from the boutique again only at the next campaign.
What your teams learn
The 8-step client journey as a luxury ritual
Each step is practised in role play on the situations your associates meet every day, using your products, your vocabulary and your selling ceremony. Nothing is a script: the aim is a natural conversation that leads to the sale.
- Greet clients: welcome, escort and the flow of the space
- Identify needs: intuitive discovery and conversational hooks
- Introduce products: an elevated vocabulary and heritage storytelling
- Fitting service: protocols and content-driven conversion
- Payment and receipt: a natural close to the transaction
- Packaging: the ritual, and care guidance for the piece
- Farewell: a graceful departure, then a performance debrief
- Client retention: ongoing nurturing and the art of the invitation
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
Client result
A jewellery group moving upmarket
- Challenge
- A major Hong Kong jewellery group with a large store network wanted an in-store experience that matched its move upmarket. Mystery visits showed an uneven welcome and key moments without ceremony.
- What we did
- A diagnosis, two days of training on luxury codes and an 8-step ritualised sales journey, then demonstration videos, self-assessment grids and AdB-AI practice for every salesperson.
- Result
- +15%Revenue up 15%, with associates selling better and at higher value. Read the case study
Questions
Luxury retail sales training: questions
Who is the Sales Strategies & Services programme for?
It is designed for sales associates, senior advisors and boutique managers in luxury fashion, leather goods, jewellery, watches and beauty, whether they are new to luxury or experienced.
Can the training follow our own selling ceremony?
Yes. Académie de Bernadac builds the programme on your brand’s existing ceremony, vocabulary and products. The 8 steps are the frame; the content is yours.
How long does the programme last?
It is built on demand, usually from half a day to one week, depending on your teams and objectives. Programmes of more than one day lead to AdB certification recognised by AIPE.
How do associates keep practising after the training?
With AdB-AI, our AI coach. Each associate rehearses client situations on their phone with an interactive avatar, and managers follow each person’s progress against sales results.
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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.