On mastering the art of selling
Without skilled salespeople, even the most elevated products risk obscurity.
Much of this issue is devoted to the designers responsible for the fine lines of elegant tables and comfy chairs, the families in countries such as Italy and Spain that commission and manufacture these objects, and the spaces that they occupy. But how does a sectional sofa or suspended lighting grid find its way into an apartment or corner executive suite? Who explains the virtues and value of “Made in Brianza” versus “Procured in Bangladesh”? And who can turn a just-launched office chair into a star on the showroom floor rather than an item destined for the chop in the next range review?
While I’m all for celebrating design talent, I’m just as keen to shine a light on all of those talented people who are masters at the art of selling. These are the individuals who are passionate about a product’s story, its journey from drawing board to production and, most importantly, the needs of the client. The world’s most innovative brands can bring as much beauty and craftsmanship to market as they like but there’s little point if they don’t have strong sales teams that can close a deal.
I recently completed an apartment project in Lisbon. The seemingly straightforward act of ordering pieces or reception rooms, the terrace and the kitchen was transformed by having the right salesperson who knew how to collapse delivery times and specify colours that were no longer in production. Along the way, I was also introduced to smaller manufacturers and more nimble producers whose work will not only grace the parquet but also these pages.
