training manual

Transcription

training manual

TRAINING MANUAL
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INDEX
1.
COMPANY HISTORY: THE BIRTH OF PERMANENT DIFFUSION
05
2.
A GREAT IDEA
06
3.
FRAGRANCE DIFFUSION SYSTEMS
08
4.
WHAT ARE THE OLFACTORY FAMILIES?
11
5.
HOW TO INTERPRET THE OLFACTORY FAMILIES
17
6.
STILE
18
7.
DECOR
24
8.
CLUB HOUSE
30
9.
MATELIÈR
32
10.
GUIDING THE CUSTOMER
38
11.
CULTI ENVIRONMENTS
43
12.
PRODUCT PERFORMANCE
53
13.
. SALES TECHNIQUES
56
14.
COMPLEMENTARY SELLING
62
15.
OBSTACLES: CULTI CUSTOMER TYPES
63
16. DISCOVERING THE CULTI CUSTOMER:
1ST LEVEL COMMUNICATION
65
17. DISCOVERING THE CULTI CUSTOMER:
2ND LEVEL COMMUNICATION
67
18.
DEMONSTRATION:
19.
DISCLOSING CULTI PRICES
OLFACTORY TRAINING
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1
COMPANY HISTORY: THE BIRTH OF PERMANENT DIFFUSION
Many important inventions come about by chance. For those that are really exceptional,
however, chance has to be accompanied by a great deal of research and skill.
This is the case of the permanent diffuser, a real revolution in room fragrances, whose
inventor has a name: CULTI. In 1988, in fact, while experimenting with various methods
of scenting fabrics, CULTI discovered an artisanal processing technique that was to
quickly become the most effective solution for scenting home and office environments.
Drawing inspiration from hand-woven baskets, which were soaked in water
and then treated with steam to give them shape, CULTI decided to combine
the rattan wood medulla of the baskets with a personal fragrance.
This combination of natural elements produced an amazing result: the wood absorbed
the essence of the fragrance, scenting the room in a completely natural way.
Not satisfied with the traditional scent bases typical of floral bouquets, CULTI then
went one step further, choosing to use a few pure elements deriving from high-end
personal perfumery. This was the beginning of permanent diffusion, the meticulous
study of the relationship between rooms and their sizes and between the bottles
and their reed sticks, the capacity to be original, by opting for Magnum bottles
while everyone else directed their attention to ‘mini’ sizes, and creative, by realising
24 fragrances and the extraordinary machines for blending them.
THE CULTI WORLD WAS CREATED IN 1990 TO GRATIFY THE SENSES OF OUR CUSTOMERS.
Hand-Woven basketry.
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2
A GREAT IDEA
CULTI has never been interested in adapting to the worldwide market, and
relentlessly continues along its path of research and innovation, creating
original, unconventional per fumes and excellent fragrances characterised
by the per fect balance of the raw, natural and extracted materials of
which they are composed. Just a few pure elements that bring to life a
great olfactory world and, above all, generate emotions.
As with all successful ideas, twenty years after their creation, Culti fragrances
boast a large number of attempted imitations,
none of w hich come close to the original. It is not enough, in fact, to use
reed sticks, or try to convince the customer that it is sufficient to continually tur n
them over and immerse them in the per fume.
Behind CULTI’s diffusion there is creativity, the firm decision to pursue high-quality
results and, above all, know-how and a love for the ritual of everyday gestures and
the values of Italian high-end per fumery.
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WHAT ARE THE DISTINGUISHING ELEMENTS OF CULTI FRAGRANCES?
1. EFFECTIVENESS
CULTI fragrances are formulated with a high percentage of so-called ‘prisoner’
molecules, which hold within them the perfuming elements and gradually release
them over time.
2. QUALITY
The molecules are made up of a few carefully selected ‘pure’ elements, just as in the
great tradition of Italian artistic perfumery.
3. AESTHETIC VALUE
The colours vary according to the essential oils used and with time take on evocative
shades.
4. SUSTAINABILITY
The essences do not contain colourings and the manufacturing process is characterised
by great attention to the safeguarding of the environment.
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3
FRAGRANCE DIFFUSION SYSTEMS
The CULTI world uses different methods for scenting rooms.
Each technique has specific characteristics:
PERMANENT DIFFUSION
Involves inserting into the bottle the rattan reed sticks that, by a capillary effect, allow the
scent to rise up along the porous surface of the wood and be gradually diffused through
the room.
SPRAYING
This system is used for an immediate perception of the fragrance and consists of
spraying the scent directly into the air, onto fabrics, curtains, sofas, etc. and also inside
cupboards and drawers. The fragrance may be sprayed using:
- A SPRAY BOTTLE
In a 100 ml format for the Stile line, the Decor line and the MATELIÈR line.
- THE MISTING SYSTEM WITH FABRIC ATOMISER – the fabric- covered atomiser is in a mocha
shade for the DECOR collection and ivory for STILE and rests on a shiny aluminium body.
It screws easily onto the glass bottle of the fragrances and is an alternative to the
permanent diffusion system using rattan reed sticks.
- ATMOSPHERA - produced in Italy using a special kind of felted wool that is shaped by
hand around a sphere. Atmosphera is used as a target for the 100 ml and 500 ml vaporisers. It diffuses the scent throughout the room for around two hours after it is sprayed,
but the fragrance may be renewed at any time.
- CERAMIC
The sophistication of Italian ceramics and their superior porosity ensures an optimal circulation of the product contained in the various diffusers in the Club House line.
Available both in an all-ceramic version with its unmistakeable design inspired by the theme
of golf, and in a glass with a ceramic diffuser lid.
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- SCENTED SACHETS
Ideal for scenting cupboards, drawers, bags, etc.
Handy in the car. The cushions contain special microspherules made of techncopolymer,
guaranteeing a constant and long-lasting diffusion of the fragrance.
- SCENTED CANDLES
Made of the purest paraffin, with wicks in lead-free cotton, our candles burn evenly,
do not leave traces of wax on the sides of the glass and release an extremely pleasant
scent that does not vanish after they are lit.
- SPA’RFUM
A new technological solution to guarantee an excellent perfuming of large rooms and
can create the sensation of well-being experienced in CULTI SPAS.
A delightful design object combined with a cold micro-misting system that can be
programmed to regulate both the time and type of diffusion. This, along with the careful
selection of the olfactory notes taken from Italian high-end perfumery and contained
in the 24 inter-changeable scenting capsules, allows you to experience
evocative scented atmospheres that remain unaltered until the capsule runs out.
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4
WHAT ARE THE OLFACTORY FAMILIES?
ALL CULTI FRAGRANCES BELONG TO THE FOLLOWING OLFACTORY FAMILIES.
EACH FAMILY IS COMPOSED OF UNIQUE NOTES THAT DETERMINE THE STRUCTURE OF
THE FRAGRANCE.
F
C
FLORAL
CITRUS
FLORAL NOTES
FRUITY NOTES
A
G
WOOD
AROMATIC
GREEN
WOODY AND RESINOUS
NOTES
SPICY NOTES
BOTANICAL AND HERBAL
NOTES
W
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THE OLFACTORY FAMILIES
F
FLORAL
For sweet, romantic temperaments that love nature and the scent of flowers.
The Floral olfactory family offers infinite variations, from the freshest to the more
pervading. The fragrances may be based on one single flower or, at the most, on
two other elements. Due to their extremely sweet scent they are usually enhanced
with notes from other groups.
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C
CITRUS
For traditionalists who love a classic Cologne scent.
The scents of the Citrus olfactory family are composed of citrus fruits (lemon, grapefruit,
orange and bergamot) and are characteristically fresh and light.
The part of the fruit used is the peel, which is subjected to a cold-pressure treatment.
The bracing, natural notes express a taste for pureness, dynamism and freshness and
are often enhanced with tones of white, musky flowers, giving it a more feminine touch.
In the men’s versions they are often combined with marine, ozone, green, woody or
lavender notes.
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A
AROMATIC
For those who love the atmosphere and scent of nature.
The prevailing components of the Aromatic olfactory family are aromatic plants mainly
from the Mediterranean area, which confer freshness and vivaciousness to the compositions. The aromatic fragrances are mainly composed of sage, rosemary, thyme and lavender and are generally accompanied by tangy and spicy notes. The virile character of
these compositions makes this one of the more important families in men’s fragrances. The
aromatic notes give the creation a bracing freshness and a feeling of the outdoor life and
blend particulary well with marine tones.
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W
WOOD
For those who love intense emotions.
The Wood olfactory family is characterised by the strong scent of various types of dry
wood, such as cedar and vetiver, or soft wood such as sandalwood and amber woods.
The
woody
notes
give
character,
warmth
and
fullness
to
the
creation.
They may be freshened with aromatic, marine and citrus notes or made sensual
and luxurious with spicy, leather, oriental, fruity, gourmand and powdery touches.
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G
GREEN
For the free-spirited who love the outdoor life.
The Green olfactory family is characterised by a blend of floral notes based on the scents
of grass, stems, leaves and other botanical components. Green notes are used mainly for
creating special effects in the head notes of the compositions.
Green scents tend to be fresh light and ‘grassy’.
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5
HOW TO READ THE OLFACTORY FAMILIES
HEAD NOTES
A strong scent characterises the head notes
of the fragrance. The olfactory notes are
extremely evanescent and last for just a few
minutes.
HEART NOTES
A few minutes after spraying the perfume
HEAD NOTES
you will perceive its prevailing and truly
characteristic notes. The heart notes of the
HEART NOTES
BASE NOTES
fragrance represent its true soul.
BASE NOTES
The trail left by the fragrance is that perceived the longest: the essences contained in
the base notes will remain with you all day
long.
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6
STILE
LINE
The STILE line is made up of 12 different FRAGRANCES:
F
C
FLORAL
CITRUS
4 FRAGRANCES
2 FRAGRANCES
TESSUTO
ARAMARA
ACQUA
ARIA
ANELITO
INFUSO
A
W
WOOD
AROMATIC
3 FRAGRANCES
3 FRAGRANCES
AQQUA
AUTUMN
GRANIMELO
TERRA
MOUNTAIN
FUOCO
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F
OLFACTORY NOTES
FLORAL
STILE LINE
Star Anise - Bergamot
White Peach - Raspberry
Dill - Cedarwood
Tuberose - Wintergreen
Oak Musk - Amber
Vanilla – Musk
A N E L I T O
A
Fresh and light, notes of dill
Soft and sweet, ideal for those
and aromatic woods to
who want to discover the world
war m
of home fragrances
the
living
area.
C
Q
U
A
SEASON: AUTUMN/WINTER
SEASON: SPRING/SUMMER
Lemon - Bergamot
Bergamot - Cassis Leaves
Cotton Flowers
Green Tea - Jasmine
Olive - Jasmine - Geranium
Cedarwood - Amber
Incense – Kasmir Wood White Musk
I
N
F
U
S
O
T E S S U T O
Delicate and sensual, embra-
Soft and embracing, it perfu-
cing, meditative and intel-
mes a fibre and adapts to the
lectual for the study and the
entire home.
library.
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A
OLFACTORY NOTES
AROMATIC
STILE LINE
Mandarin - Neroli
Bergamot – Laurel Leaves
Orange Blossom - Green Lifescent
Chesnut – White Pepper
Oriental Balms - Vanilla
Vanilla – Musk
T
E
R
R
A
A
U
T
U
M
N
This mellow perfume, evoking
Oriental, with warm tones of
the sun over the Mediterrane-
the chesnut tree and bark.
an, creates a warm, sun-dren-
ched atmosphere.
Orange - Lemon
Rose – Cloves
Patchouli – Siam Benzoin
F
U
O
C
O
Nocturnal and Dionysiac,
full of temperament and not
selected by chance.
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W
OLFACTORY NOTES
WOOD
STILE LINE
Mandarin - Neroli
Citron leaves - Cardamom
Orange Blossom – Green Lifescent
Gayac - Vetiver
Oriental Balsams - Vanilla
Cedarwood - Labdanum
G R A N I M E L O
M O U N T A I N
The gentle Mediterranean, the
A warm, reassuring perfume
scent of the pomegranate flower.
for the sunshine months.
Coriander – Sicilian lemon
Bergamot
Lemon - Aromatic Sage
Nutmeg - Pepper
Cedarwood - Amber - Sandalwood
A
Q
Q
U
A
Fresh, modern, slightly
masculine, very sporty.
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C
OLFACTORY NOTES
CITRUS
STILE LINE
Lemon - Bergamot
Bitter Orange
Pittosporum – Lily-of-the-Valley
Bergamot - Cardamom
Sandalwood - Cedarwood
Sandalwood
A
R
I
A
A R A M A R A
The cool Mediterranean.
Mediterranean citrus, elegant,
light and sensual.
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7
DECOR
LINE
The DECOR line is made up of 12 different FRAGRANCES:
F
C
FLORAL
CITRUS
4 FRAGRANCES
2 FRAGRANCES
ASSOLATO
MANDARIN
FIORI BIANCHI
POMPELROSE
THÈ
LINFA
A
W
WOOD
AROMATIC
3 FRAGRANCES
3 FRAGRANCES
MEDITERRANEA
PISTACHE
FICHINDIA
MAREMINERALE
CIRMOLO
BLENDED
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F
OLFACTORY NOTES
FLORAL
DECOR LINE
Lymph – White Currant
Mandarin - Neroli
Tuberose - Transparent Essences
Fiori D’Arancio - Vanilla
Cedarwood - Musk
Sandalo
L
I
N
F
A
A S S O L A T O
Cool floral.
Positive energy.
Bergamot
Bergamot - Mirabelle
Bergamot - The Sencha
Gayac Wood
Lily-of-Valley - Jasmine- Rose
The Sencha
Cedarwood - Musk
T
H
È
FIORI BIANCHI
Embracing, meditative,
Cool floral.
almost intellectual.
SEASON:
AUTUMN/WINTER
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A
OLFACTORY NOTES
AROMATIC
DECOR LINE
Pistachio
Lymph
Vaniglia
Sea essences
Musk
Mineral musk
P I S T A C H E
MAREMINERALE
The crisp fragrance of tender
Ionizing energy, the fragrance
pistachios.
of well-being par excellence.
Bergamot – Hazelnut
Blended Essences- Oak Wood
Cedarwood - Vanilla
B L E N D E D
Mellow and aromatic, a good
work companion.
SEASON:
AUTUMN/WINTER
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W
OLFACTORY NOTES
WOOD
DECOR LINE
Lemon - Fig
Bitter Orange - Lemon
Geranium – Granes of Musk
Mallow -Mastic Tree
Neroli - Ginger
Cedarwood
Mastic Tree - Cedarwood
F I C H I N D I A
MEDITERRANEA
The sugary sweetness of
Cool, elegant and sensual.
figs grown around the
Mediterranean.
Orange - Sesame
Cinnamon White Pepper Gayac
Swiss Stone Pine Wood
C I R M O L O
Decisive, masculine and sensual.
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C
OLFACTORY NOTES
CITRUS
DECOR LINE
Pink Grapefruit
Neroli – Orange Blossom
Transparent Essences
Pepper – Mandarin Leaves
Mandarin - Musk
Musk
POMPELROSE
M A N D A R I N
The delicate aroma of a
The caressing energy of a juicy
fresh-squeezed pink grapefruit.
mandarin
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8 CLUB HOUSE
LINE
The CLUB HOUSE line is made up of one single FRAGRANCE
G
Cassis
Green Grass Essences
GREEN
Musk
C L U B
H O U S E
The smell of fresh-cut grass,
the green expanse of a golf
course to convey psychophysical well-being.
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9
MATELIÈR
LINE
The MATELIER line is made up of 6 different FRAGRANCES:
F
C
FLORAL
CITRUS
2 FRAGRANCES
1 FRAGRANCE
FIORDIGELSO
LIMONAIA
VERDEROSA
A
W
WOOD
AROMATIC
1 FRAGRANCE
2 FRAGRANCES
DOLCEDRO
SPEZIEFRESCHE
STELLA
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F
NOTE OLFACTORY
FLORAL
MATELIER LINE
Cassis - Osmanthus
Morocco Rose - Thiarè
Lily-of-the-Valley - Jasmine- Rosa
Vetiver - Fava Tonka
Cedarwood - Musk
V E R D E R O S A
FIORDIGELSO
The seduction of roses
Cool floral.
combined with the harmonious
aroma of Cassis and Vetiver.
SAEASON:AUTUMN/WINTER
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C
OLFACTORY NOTES
CITRUS
MATELIER LINEA
Sicilian Lemon
Petitgrain - Cedarwood
Musk
L I M O N A I A
The hot Mediterranean sun
that makes Sicilian lemons grow.
SAEASON:AUTUMN/WINTER
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A
OLFACTORY NOTES
AROMATIC
MATELIER LINE
Bergamot – Star Anise
Ginger
Cinnamon - Heliotrope
Lily-of-the-Valley - Jasmine- Rose
Cedarwood – Vanilla Musk
Cedarwood - Musk
S
T
E
The
aroma
L
A
SPEZIEFRESCHE
bergamot
The harmony of cedarwood
matched with the sweetness
combined with the fragrance
of vanilla.
of pepper and nutmeg.
of
L
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W
OLFACTORY NOTES
WOOD
MATELIER LINE
Lemon - Mandarin
Olibanum - Vetiver
Cedarwood - Musk
DOLCECEDRO
Cool and delicate, the mildness of citrus fruits combined
with the strength of cedarwood.
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10
GUIDING THE CUSTOMER
TESTER AREA
The new Tester Area permits customers to have available the entire perfumery for the CULTI
environment in a space of just a few centimetres. Owing to a special system for the diffusion
of fragrances using ceramic plaques, the olfactory experience becomes a wonderful game.
The twelve Style fragrances are placed on a natural-colour wooden display board, and the
twelve Decor fragrances on a mocha-colour board.
The same type of test area has also been set up for Matelier that presents six fragrances on a
grey board.
To avoid confusion among customers, each perfume has a different compartment. For every
perfume there is a hand-turned wooden seal on the surface of the board on whose end rests
the scented ceramic plaque.
The plaque can be replaced when it is finished and represents the core of our customers’
olfactory experience when they try out a CULTI fragrance.
TESTER AREAS WITH 6 FRAGRANCES
260 MM X 308 MM X H. 87
PANEL IN FROSTED PLEXIGLASS SHOWS HOW THE FRAGRANCES
ARE DIVIDED ACCORDING TO OLFACTORY FAMILY (SEE GRAPHIC FILE)
MEASURES: 300 X 300 MM – WOODEN BASE H. 30 MM
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- Select among the wooden seals the CULTI fragrances that form part of the family
indicated by the customer
- Remove the first seal from the board, put it into the customer’s right hand and
ask him to try the perfume by smelling it.
- Advise customer to close his eyes to better perceive the olfactory notes.
The entire operation should be conducted in a calm way, about 3 times in 1 min.
- Between the sampling of one fragrance and another, the customer should be advised
to sniff the jar containing coffee beans to interrupt olfactive perception.
- By adopting the same method of the initial sampling, present the customer with
another fragrance in the group.
- After interrupting the olfactive perception of the second sampling with the coffee
beans, go back to the first so that the base note can be well perceived.
At the same time, it is useful indicate and have the customer seek in an olfactory
manner the notes present
(for example orange, pepper, cedar wood, wood, etc.).
The customer should be guided in his journey within the fragrance to discover its head,
heart and base notes. It is also important that the sales assistant should indicate and
consequently also suggest the type of fragrances most suitable for a man or a woman
and the ambiences in which they live: living/office area, night area/reserved areas.
(See indications given from page 42 to page 52).
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CLASSICAL TESTER AREA
1. Select among the Testers the CULTI fragrances forming part of the family indicated by
the customer and arrange them in a semicircle around:
- a jar containing the Mouillettes
- a jar containing the coffee beans which interrupt olfactive perception, between one
fragrance and the other. In the absence of coffee, it is also possible to ask the customer
to smell his forearm
2. Spray the fragrance 3 times on the end of the Mouillette, and wait 30 seconds to
let the alcoholic base evaporate and leave the characterizing notes on the card.
3. Give the Mouillette to the customer asking him to close his eyes to better understand
the olfactory notes, to sniff lightly and not inhale the perfume.
Avoid contact of the Mouillettes with the nostrils; this operation should be conducted in
a calm way, about 3 times in 1 min
4. In the same manner, after asking the customer to smell the coffee, present him with
another fragrance in the group. Then again present the customer with the first fragrance to
enable him to perceive the base note. At the same time, it is useful to indicate and have
the customer seek in an olfactory manner the notes present (for example orange, pepper, cedarwood, wood, etc.).
The customer should be guided on his journey within the fragrances
and in his discovery of the head, heart and base notes Once the fragrance is impregnated, it is always advisable to bend the Mouillettes 90°, pointing the perfumed end
upwards to prevent it coming into contact with the surface of the work table.
It is also a good idea to indicate the name of the fragrance sprayed onto the Mouillettes
left with the customer so that, if an on-the-spot purchase is not made, the customer can
try them out again at home and come back to the shop with the name of the scent
chosen.
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HOW TO INTERPRET FRAGRANCES
sMAN flavours: Aromatic, Wood, Green.
W
WOOD
THE NOTES RECALL WOOD
AND RESINS
A
AROMATIC
THE NOTES RECALL
SPICES
G
GREEN
THE NOTES RECALL THE
VEGETAL WORLD AND GRASS
WOMAN flavours: Floral, Citrus, Aromatic
F
FLORAL
THE NOTES RECALL FLOWERS
C
CITRUS
THE NOTES RECALL FRUIT
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A
AROMATIC
THE NOTES RECALL
SPICES
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11
CULTI ROOM FRAGRANCES
ADVICE FOR CHOOSING THE RIGHT FRAGRANCES FOR HOME AREAS
1. LIVING Area - STILE Line
C
CITRUS
ARIA
F
W
W
A
A
FLORAL
WOOD
WOOD
AROMATIC
AROMATIC
MOUNTAIN
AQQUA
AUTUMN
TERRA
ANELITO
2. LIVING Area – DECOR Line
W
W
C
C
WOOD
WOOD
CITRUS
CITRUS
CIRMOLO
MEDITERRANEA
MANDARINO
POMPELROSE
3. LIVING Area – MATELIÉR Line
F
A
W
FLORAL
AROMATIC
WOOD
VERDEROSA
STELLA
DOLCEDRO
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1. NIGHT AREA AND RESERVED AREAS - STILE Line
W
A
WOOD
AROMATIC
GRANIMELO
FUOCO
2. NIGHT AREA AND RESERVED AREAS - DECOR Line
W
F
WOOD
FLORAL
MEDITERRANEA
LINFA
3. NIGHT AREA AND RESERVED AREAS – MATELIÉR Line
F
F
FLORAL
FLORAL
VERDEROSA
FIORDIGELSO
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1. STUDY AND LIBRARY – STILE Line
F
FLORAL
INFUSO
2. STUDY AND LIBRARY – DECOR Line
F
A
FLORAL
AROMATIC
ASSOLATO
BLENDED
3. . STUDY AND LIBRARY – MATELIÉR Line
A
AROMATIC
SPEZIEFRESCHE
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1. KITCHEN Area – STILE Line
A
AROMATIC
TERRA
2. . KITCHEN Area – DECOR Line
W
A
WOOD
AROMATIC
FINCHINDIA
PISTACHE
3. KITCHEN Area – MATELIÉR Line
C
CITRUS
LIMONAIA
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Advice on how to combat the smell of TOBACCO
1. STILE
F
F
FLORAL
FLORAL
TESSUTO
ACQUA
2. DECOR
F
A
FLORAL
AROMATIC
THÈ
MAREMINERALE
3. DAY Area – MATELIÉR Line
F
W
FLORAL
WOOD
FIORDIGELSO
DOLCEDRO
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12
PERFORMANCE OF FRAGRANCE
FRAGRANCE DIFFUSION TIMES AND SPACES
100 ML ROOM DIFFUSER
1 MONTH
10 MQ
3 MONTHS
20 MQ
MAREMINERALE
DI FFUS
R E AM BIEN
TE 1 0 0
100
MLOROOM
DIFFUSER
1 MONTH
ML
10 MQ
4 MONTHS
40 MQ
6 MONTHS
MAREMINERALE
DIFFUSORE
AMBIENTE
ML
250 ML
ROOM250
DIFFUSER
D I FFUSO RE
B I EROOM
NT E 500DIFFUSER
ML
500AM
ML
20 MQ
4 MONTHS
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40 MQ
12 MONTHS
40 MQ
MAREMINERALE
3 MONTHS
55 MQ
D I 2700
FFUSOML
RE AM
B I E NTDIFFUSER
E 3000 M L
ROOM
9 MONTHS
50 MQ
53
FIOR DI GELS O
FIOR DI GELS O
6 MONTHS
UP TO 40 MQ
C U L T I
I
I
1 MONTH
10 MQ
3 MONTHS
20 MQ
4 MONTHS
www.culti.com
40 MQ
12 MONTHS
55 MQ
54
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55
13
SALES TECHNIQUES
SALES TECHNIQUES AND THE PSYCHOLOGY OF CULTI CUSTOMERS
In this chapter we shall analyse the psychology of the CULTI Customer and, through a
number of concrete examples, shall help you to simplify customer relations that may,
at first sight, appear to be complex.
Every CULTI Customer is unique - every CULTI sale is unique.
It is only by starting from the Customer and from this consideration that we must build on
a specific argument that will lead the customer to make a purchase.
1. Discover our customer: acquaintance, in-depth knowledge and awareness of
the logical reasoning of the person we meet and deal with.
2. Establish a relationship on an equal footing and in a climate of reciprocal understanding
3. Create an atmosphere of complicity where the customer is at the centre of the CULTI
communication process, enabling us to finalize the sale.
PSYCHOLOGY OF THE SALE OF CULTI PRODUCTS
The CULTI product is never entirely evaluated by its purchaser merely as a set of physical
characteristics, but as a set of intangible characteristics:
1. The quality.
2. The satisfaction it produces.
3. Lo status che rappresenta;
These three elements produce a PSYCHOLOGICAL EFFECT on the purchaser.
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EXAMPLE: ROOM FRAGRANCE
1. Perfume produced in Italy, comprising of a few pure selected elements with no colourings.
2. . Scents the room in a constant and non-aggressive way and exhilarates the CULTI
customer to the required degree, giving him satisfaction
3. The group of articles
grances)
(satisfaction that generates).
(bottles to which detailed attention has been given containing high-quality fra-
means that the CULTI customer is aware that he is a privileged person
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(status).
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TALK ABOUT CULTI IN ORDER TO BE UNDERSTOOD
Some CULTI terms may not be known to our customers.
Words such as Reed Stick, Olfactory Pyramid, scented objects such as Duetto Machine
or Atmophera, may not be very comprehensible and this is why we should be able to
explain them in a manner that is not demeaning.
In this case the CULTI approach is to follow an uncommon term with a phrase such as
“…-which, as you know, means …. For example: “The reed stick which, as you know,
comes from the medulla of Rattan wood …”.
LISTEN BEFORE TALKING ABOUT CULTI:
The CULTI customer must be carefully listened to before we start to speak.
It is very satisfying for the CULTI customer to have someone, meaning us, to listen
to him because in this way we seem to be attracted by his arguments.
The CULTI customer needs a relationship based on empathy
for the person);
(not merely on a liking
we must try to understand the different aspects of his personality.
Indeed, on the practical plane, it is empathy which offers us the content and
arguments to support CULTI products.
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PLAN - TYPE OF PREPARATION FOR A VISIT FROM A CULTI CUSTOMER
1. OBJECTIVE:
collect the necessary information from the CULTI customer to complete our offer:
Is this fragrance for you or is it to be given as a present?
Who do you want to give it to, a man or a woman?
Young or not so young?
To what room in the home would you like to dedicate it?
Do you prefer a scent that is more reminiscent of the summer or winter months?
Do you prefer cooler and more delicate fragrances such as Floral and Citrus or more
distinct perfumes such as Oriental or Wood?
Preferably ask the customer open questions, adopting the same terminology as that
used by the customer.
Lead the customer to choose among two or three products, restricting the spectrum of
choice.
HOW?
Suggests fragrances according to the olfactory families.
Suggest fragrances according to the four Style, Decor, Matelièr and Club House lines.
Suggest fragrances according to the different methods of diffusion
(reed sticks, spray, atomiser + atmosphere).
FOR EXAMPLE:
“Do you prefer delicate floral, bracing citrus scents or something spicy and more enveloping?”
“Which area do you want to scent?”
“What’s the furnishing style (classic, modern, design, predominance of dark or light materials)?”
“Roughly how big is the area?”
“Is it a very airy room or is it a bit closed?”
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REPHRASING
The rephrasing of control phrases makes it possible to check whether customer requirements have been correctly understood:
Objective: Make the customer take part in drawing up the right proposal:
“… so, you prefer citrus fragrances, but do not like cedarwood and lemon”
“… As you can see, a Decor line bottle with a square shape and a mocha-colour
top and smoky glass would better match your design home with a modern style …”
At this stage of the sale, the sales assistant proposes 2/3 solutions that meet the
customer’s requirements.
In this way, following the information collected by the customer and confirmed by
the rephrasing we can obtain the sales assistant’s search parameters:
Decor line + citrus fragrance + cedarwood/lemon essence
For example:
Proposal 1) Mandarin
Proposal 2) Pompelrose
Mediterranea should not be suggested because although it meets the first two
requirements of the customer, it contains lemon, an ingredient the customer does not like.
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60
2. Having set out the arguments, let us select a few: “she’s a woman, she’s young,
she loves nature, she lives in a large environment, with minimalist furnishings, she
adores oriental culture”.
(In this case we have already identified an aromatic spicy essence for her).
3. Consider possible objections: work out answers to overcome objections.
(“Your wife will highly appreciate our fragrance because it has no colourings”. This is an example of how to
anticipate and overcome a possible objection on the quality of the colour. “The few pure, selected elements
will never intoxicate the sense of smell too much, but will always convey a pleasant sense of well-being”,
an example of what to say to anticipate and overcome a possible objection to the quality of the perfume).
The first impression we give to the CULTI customer will be the same impression which
the customer will have of the CULTI world and will have the following objectives:
1. Favourably impress our customer
(how?: open and smiling expression on the face, a direct
look and the preliminary arguments should be pleasant and courteous “thank you for coming to see us”).
2. To those not familiar with the CULTI group present it to the customer without talking at
length so as not to cause annoyance: (“You certainly know CULTI, so I do not need to remind you that
we were the ones who in 1988 invented the natural diffusion of fragrances through the use of the medulla of
rattan wood” - if the customer is particularly interested, tell him the story contained in the first part of the manual).
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14
COMPLEMENTARY SELLING
Complimentary selling is a type of marketing relationship implemented to propose to the
customer other types of products as far as possible in keeping with the selection already
made.
EXAMPLES:
If the customer has chosen a fragrance with a spray atomizer or with the pump
system, the Atmosphera proposal is absolutely in line because it completes and
enhances the purchase.
If the customer has to buy a present and has chosen a reed stick scent, to suggest a
candle with the same fragrance could complete and embellish the gift package.
If the customer has selected a fragrance for the bedroom he could complete
his purchase with scented cushions to place in drawers and cupboards.
If the customer has to buy a present for a man, he could complete his purchase
with cushions for scenting a car or the breast-pocket of a jacket.
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15
OBSTACLES: 3 TYPES OF CULTI CUSTOMER
Certain customer types are listed below. If you are familiar with these customer types,
you will be able to handle the sales situation in a completely independent manner,
anticipating possible critical areas.
1. HE IS SILENT
(perhaps because he is shy or because he is trying to put us in a difficult position).
- Let’s not immediately start to describe the characteristics of a product, let’s give him
an opportunity to discover the various items.
2. HE IS IN A HURRY (is he really in a rush?)
- Let’s not immediately make suggestions, it serves no purpose.
Let’s devote five minutes to the beginning of a discovery – the customer may dedicate
a few more minutes to us.
3. HE RAISES OBJECTIONS: The customer who raises objections implicitly conveys some extremely
important messages to us. He tells us that:
- he does not have the information available in order to decide;
- he wants to be reassured;
- the fact that the customer objects means that he could be interested, but he will only
be really interested if we manage to remove the obstacles hindering him.
The CULTI approach: manage to get our customer to explain his objection: the more
he says, the more he will reveal to us the nature of his objection. For us this will be an
excellent chance to complete customer comprehension. Let us listen to his objection
until the end, without interrupting him and have him explain as if it were a completely
normal question.We must always give an answer, remembering that at that moment WE
are the CULTI company.
TYPICAL OBJECTIONS NOTED:
- “I tried a product similar to the CULTI perfume diffuser, it had wooden sticks but it didn’t
work at all …” “Oh, really? And what product was it? Tell me about your experience.”
- “You tell me all the same things about perfumes …”It seems to me that you don’t see
any differences between me and other vendors of room fragrances - I shall try to be
more explicit and to explain myself better …”
- “You are too expensive (in this case the customer criticises the price). “Considering the characteristics I have described, in your opinion what should be the price band for our
product?”
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16
DISCOVERING THE CULTI CUSTOMER – 1ST LEVEL COMMUNICATION
TYPES OF QUESTIONS TO ASK CUSTOMERS SO THAT THEY WILL TELL THEIR STORY
In the previous chapter we learned the different profiles of the CULTI customers we may
encounter. in this chapter we can discover what type of questions we can ask so that
customers will tell us their story.
1. OPEN: Offers a wide range of possible answers. It’s a neutral question, it encourages
your interlocutor to think
(what does this fragrance convey to you? – There are numerous answers:
reshness, love, cold, heat, mountain, sky, dream, etc …),
And this allows us to immediately understand the point of view of CULTI customers.
2. CLOSED and OBJECTIVE QUESTION : Offers a precise answer (does the customer want to
give a gift of perfume to a man or to a woman?).
3. CLOSED
and
EXACTING question: Its purpose is to have the customer take a stand,
from which we expect a positive answer
(“she doesn’t like fragrances that exhilarate her to such
a point as to make her feel dizzy …” No, absolutely not!” – A positive answer to the sense of our statement).
4. QUESTION THAT MAKES A FALSE STATEMENT IN ORDER TO KNOW THE TRUTH:
Makes it possible to obtain an item of information that the customer would never spontaneously give
(“I suppose you already have home fragrances in the more important parts of the home
… Bedroom, living room, bathroom, kitchen …” “No, actually I haven’t”).
This permits us to discuss
the differences in the fragrances, matching them to the different areas of the home.
5. REBOUND QUESTION: Sets out the statements made by the customer, transferring
these statements in the form of a question to make him continue with his reasoning.
(“You like delicate fragrances … So you must like floral and sun-drenched notes?”)
6. REALIGNMENT QUESTION: If we have strayed from the point, we can go back to
the subject of the conversation
(“ aren’t we becoming rather far removed from your tastes?”).
7. REVIVAL QUESTION: We can get our customer to talk about a topic when we think he
hasn’t said enough (“tell me what you think about these other fragrances in the floral family, you only
tried one of them …”).
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To propose CULTI means being diplomatic, never directly criticising products already used
by customers (competition), reasoning and habits (turn the reed sticks from one side to the other).
This is why we should practice the initial mental formulation of a question before directly
asking it of the customer. The CULTI style will be that of a “conversation” (let’s not forget that
it’s always aimed at a precise target).
THE HIDDEN ELEMENTS OF CULTI CUSTOMERS
By answering one of our questions
(as the plan described above),
the customer will indirectly
reveal to us the characteristics of his mood, his psychology and his unconscious.
He can therefore be seen to be:
- Cautious or vain
- Lazy or full of energy and courage
- Interested or wary.
Each feature will be useful to us because it can easily be matched with the characteristics
of the CULTI fragrance families.
LISTENING TO THE CULTI CUSTOMER
1. Echo Effect - repeat some of the customer’s words:
CUSTOMER: “I would like a classic fragrance for the bedroom that is not too strong”.
CULTI: “Classic for the bedroom …”.
2. DEDUCTIVE: We can continue a topic raised by our customers
(“Have you never tried diffusion by means of a spray … perhaps because it has never been explained to you
that it can also be vaporized directly onto fabrics without spoiling them …”)
3. Summary of CULTI products and the matters presented. To reformulate means to LISTEN
to the CULTI customer following a number of precise rules:
- willingness and sincere interest in our customer;
- restrain ourselves and not interrupt;
- when speaking, do not replace the customer.
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17
DISCOVERING THE CULTI CUSTOMER
– 2ND LEVEL COMMUNICATION
After identifying a series of useful items of information (at first level), at the second level we
shall lead the customer to understand that failure to use the CULTI product is not the optimal solution for him.
The CULTI PRODUCT satisfies the rational, logical and also psychological characteristics of
our customer.
Objective: The customer must be aware that the CULTI product meets a real need.
At this stage, the influence brought to bear by the CULTI vendor will make the difference.
HOW?
The customer will have to confirm the importance of the advantageous aspects contained
in our arguments: (“our products are of an absolute top quality … is this aspect important for you?”)
By adopting an echo repeat effect, the customer can only confirm what we have
said – all this implies absolute familiarity with the technical characteristics of the CULTI
products described in the first part of the manual.
(See detailed description in the first part of the manual)
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MINIMISING WEAK POINTS
During the conversation with our customer, the customer may emphasize certain requirements that we cannot meet. A typical case is “but your fragrances are not natural …
I see that they contain an alcoholic base …”.
THE SOLUTION
We shall try to understand whether this is really important for the customer and ask him to
tell us why (he will probably say because of the safeguarding of the planet).
At this point we shall make him understand that this aspect is not as fundamental as he
thinks because a minimal amount of alcohol containing prisoner molecules makes for a
higher level of protection of the ecosystem, by greatly reducing the destruction of the
flora needed to produce the essences.
From this point on, the CULTI language will not speak any more of advantages but only
of PSYCHOLOGICAL BENEFITS.
THE CULTI PSYCHOLOGICAL BENEFIT can clearly be seen in the TEST, namely the olfactory
sequence we shall have customers try out (as per the indications given in the first part of the manual).
We shall integrate the communication side with:
- description of the origins of the CULTI group
- its quality policy
- the raw materials used
(See detailed description in the first part of the manual)
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18
DEMONSTRATION – OLFACTORY TRAINING
The olfactory sequence* is organized in three successive phases.
Each phase is presented in the form of a topic including certain key points of the CULTI
philosophy.
PHASE
KEY POINT
EXPRESS ADVANTAGES
INTRODUCTORY
History of the reed stick
and of perfume
CULTI tradition and innovation
EDUCATIONAL
Olfactory pyramids and
notes
CULTI language
TECHNICAL
Materials
Specialist teaching
SENSORIAL
Olfactory sequence
Involvement and loyalization
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19
DISCLOSING CULTI PRICES
The last phase of the sequence is notification of the price.
Let us remember not to tell the customer the price of CULTI products until:
- we have understood customer needs;
- we have clarified the benefits to be obtained;
- after the olfactory training has been completed (if essences are involved).
We must first transmit to the customer the set of values that make the difference
(tradition and innovation, quality, technical characteristics - see first part of manual).
These values should always be conveyed in a natural, firm and confident tone, so as to
make the CULTI choice natural and beneficial.
“You are more expensive than the others - too expensive - higher than market prices”.
In this classic situation we must immediately point out to the customer that this difference
is normal, very few of our competitors have products of the same quality and have such
a wide range.
This initial response will help us to understand whether the customer is saying this on principle
or if he is referring to a competitor and, if so, who.
In this case the customer may:
- be bluffing and not really know the prices;
- really know competitor prices (and even the preceding price, if it has recently increased).
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FLAGSHIP STORE
Milano
Corso Venezia 53, 20121
Tel +39 02 780637
milanoshop@culti.com
SHOPS
CULTI Shop, Apgujung Seoul
CULTI Shop, Bundang Seoul
CULTI Shop, Aura Prestige Bangkok
SHOP-IN-SHOPS
Ludwig Beck, Monaco di Baviera
Lane Crawford, Hong Kong
Isetan, Giappone
Lotte, Seoul
CULTI DAY SPA
Milano
via Angelo Mauri, 5
Tel +39 02 48517588
receptionspa@culti.it
www.cultidayspa.it
STAMP
C U L T I
s.r.l.
SALES OFFICE
viale Brianza, 32/34 20823 Lentate sul Seveso (MB)
Tel. +39 0362 569496 (1) Fax +39 0362 557279 culti@culti.com www.culti.com
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training manual

Transcription

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