Ch. 17 - Personal Selling and Sales Management

Ermenegildo Zegnas focus is to always manufacture the highest quality products to their customers. Luxury is deeply imbedded in this brands foundation. An important part of a luxury brand is to not pressure your customers into buying your product. Instead, Zegnas sales techniques include heavy communication. When you walk into Zegna, you are always greeted with a respectable welcome and are perhaps offered a beverage. Their employees ask if you need assistance in anything and inform you to feel free to ask any questions. This builds a customer-seller relationship. Zegna employees have an immense knowledge on the products they are selling, so every question you ask will have an answer. This builds credibility for the seller. Zegna employees may refer you to a different store, or a different Zegna tailor, as one may be more suited for the job than others. Zegna employees build friendships with the customers. This often times increases their networking so instead of a customer saying to their friend “ Lets go shop at Zegna”, they will say “ Lets go see my friend David who works at Zegna.” Zegna employees do no typically negotiate. It Is not part of their sales process. Zegna employees may also follow-up with the customer after exchanging emails or phone numbers. They may inform them about upcoming sales or new collections that are arriving.