To get the full experience of the North Sails concept and the role of you as an Ambassador you need information, practice and feedback. The morning session in the shop is very important for this. Every day for 15 to 30 minutes attention is focused on training these skills.
A brand experience is influenced by different facets and one of them is you!
The brand experience in the stores is influenced by the location, light, scent, furniture, Vm and you as an Ambassador. The staff of North Sails is expected to be able to successfully translate the brand and experience to our customers. Together with the team you play a main part in the shopping experience of the existing and new customers.
That’s why we find it important to have good knowledge and understanding of the brand and our vision. Therefore we hand you this tool in the form of a online Academy and offline training to improve your skills and these of your ambassadors. This way we can make a difference in the shopping experience of your customer. As an Ambassador you have to use your knowledge in every conversation, in the description of each item, in the creation of each set, in the conversation with each customer and in all your recommendations. As an Ambassador you are assessed in terms of knowledge and application of the brand DNA.
We want the knowledge in our stores to be of high standard. To help a new Ambassador we suggest, working together make a plan and keeping an eye on the process. (look for training steps and process in the documents TRAINING STEPS). In this document you find information what the standards are and most important what the vision is.
This consists of a few parts:
Greeting: simply stated, you must great every customer that enters the store. Remember your facial expression and maintain an open and inviting posture.
Welcome the customer and make sure you leave an opening to continue the conversation with an icebreaker and questions. Take the initiative to make contact with the customer within the first 30 seconds they have arrived in the store and make the customer feel at ease.
Use open-ended questions to start a conversation. The consultant must get an idea of what the customer want by summarizing the wishes.
Advice is the logical step where it comes together. The consultant makes combinations, suggestions, gives tips and examples, and searches for alternatives based on the wishes and body type of the customer.
To fully practice these components and skills you must use the morning sessions and training moments to build knowledge. This is all the information an expertise that our staff is the store is required to learn and know. This consists of the collections, terminology, characteristics, materials, combinations, keywords, suggestions and alternatives. This is all provided on the academy.
Taking initiative
As a North Sails ambassador you are distinguishing yourself by the enthusiastic and knowledgeable conversations with the customers from start to finish. The service we provide and the expertise we have give a pleasant experience for our customer.
As a consultant you must be aware of the effect of different forms of communication and the outcome it may have. This component consists out of;
- Greeting /eye contact
- Icebreaker / conversations starters
- (Open ended) questions
Most important for this component is that the customer feels at ease and welcome and you create trust.
Advice
This component is essential of being an ambassador. As an ambassador it is important to show the possibilities of an item. As you know the items in our collections are very versatile and innovative. It is your job as an ambassador to mention al those possibilities, characteristics, and to show what is done with the product. From how it’s made, to what material is used, to how to keep it clean and combine it with other items in the collection and maybe offer alternatives and always to be able to explain the effect of your proposal. Advice contains;
- Terminology
- Characteristics
- Materials
- Combinations
- Keywords
- Suggestions
- Alternatives
- terminology
Using professional jargon for the garments. For the silhouettes, product groups, fabric, fit and color,techniques, wash, print, zippers etc.
- materials
Quantities and properties, comfort, function, natural/ blend/ synthetic, how to wash
- combinations
How can it be combined so it can represent the brand look and feel. Think colors, fits and style
- keywords
The look and feel can be described in keywords such as. Nautical, travelwear, beachwear, tailored, outdoors.
- suggestions
Mention the options of wearing, size suggestions, accessories, detailing such as, rolling up the pipes of the pants etc.
- alternatives
Handing /showing the right alternatives to the customer when needed. This is a vital skill in giving advice.