2021 LBI New Program : Onsite Storytelling Selling Skills EN

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ONSITE STORYTELLING SELLING SKILLS

LUXURY BUSINESS INSTITUTE KOREA

USEFUL STORYTELLING SKILLS TO BOOST YOUR SALES

INTRODUCTION Along with customer experience, storytelling has always been a hot topic in the luxury retail scene. Then we need to examine how attractive and effective our retail staff members' storytelling skills are when they directly communicate with customers visiting the store.

What is the purpose of storytelling? What are the benefits for the employees from delivering the brand story, tradition, founder, craftmanship, product, creative director, etc. through engaging storytelling? There may be a lot of benefits, but the most important factor is that through storytelling, staff members become professional brand ambassadors with pride as they get to fully understand and appreciate the brand. Experts with such passion about

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LUXURY BUSINESS INSTITUTE KOREA

the brand may influence customers in a retail environment, which can eventually result in a long-term relationship with loyal customers and sales increase.

We propose an in-depth course of Art of Storytelling where LBI experts visit the site in person so that each retail staff member can learn desirable storytelling techniques. *LBI ‘The Art of Storytelling' must be completed in advance to take the course.

Thank you.

Rachel Kwon President of LBI Korea

OVERVIEW 3 CHAPTERS IN THIS PROGRAM

COURSE OBJECTIVES Strenghten brand-optimized product knowledge and sales techniques through storytelling skills.

Through onsite coaching, participants learn and practice the brand stories in detail and are able to implement the stories in sales, following the completion of in-class Art of Storytelling.

Increase conversion rate by demonstrating emotional and logical storytelling skills to suit various sales situations and customer needs.

CURRICULUM PART 2: CREATING A STORY BY CATEGORY AND PRACTICE PART 3: 1:1 COACHING AND ASSIGNMENT PART 4: 2ND REVIEW AND INTERNALIZATION OF SKILLS

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PART 1: ORIENTATION (CURRENT STATUS CHECK & INTRODUCTION)

LUXURY BUSINESS INSTITUTE KOREA

OUTCOMES

CONTENTS PART 1 ORIENTATION Examine the current status on the use of storytelling (brand story) and decide the difficulty levels & focus group.

Introduction of the training process (all participants) Level tests on brand story in the form of role play

PART 2 CREATING A STORY BY CATEGORY AND PRACTICE

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LUXURY BUSINESS INSTITUTE KOREA

Structure the story around the brand's various product lines and predict & practice actual sales situations.

Practice storytelling by category (Product Line / Product / Design Inspiration / Color, etc. )

PART 3 1:1 COACHING AND ASSIGNMENT Practice brand storytelling through 1:1 onsite coaching.

1:1 role play session based on brand story studied in the previous session (covering all items by category with different difficulty levels & provide detailed feedback) → Trainer plays the role of a customer and check each participant's level of completion on storytelling; participants learn how to apply storytelling skills to sales.

Review the overall contents and assign individual tasks on the weak points regarding brand storytelling

PART 4 2ND REVIEW AND INTERNALIZATION OF SKILLS Few weeks after training, review the completion of the mission assigned during the previous training and evaluate trainee's improvement on skills.

Reevaluate storytelling by category through tests (the results of reevaluation will be reported to the brand managers)

JAEHO CHO LBI TRAINER PROFILE

Area of Expertise

Retail Market Trends Luxury Retail Excellence Luxury Customers & Culture Luxury Market & China Luxury Brand Service Design Luxury Service Ceremony Hankuk University of Foreign Studies, BA in French

Experience

Pedagogy & Training Senior Director at Luxury Business Institute Korea (LBI Korea) Former Training Director at Bluebell Korea Former Store Director at Louis Vuitton Korea

Main Projects Service Design and Training for Luxury Brands

Luxury Service: Four Seasons, Louis Vuitton, Gucci, Balenciaga, Ralph Lauren, Fendi, and etc.

Luxury Sales Techniques: Louis Vuitton, Gucci, Balenciaga, Valentino, Burberry, _ Ralph Lauren, Fendi, Celine, and etc.

Luxury Store Operation: Richemont Group, Louis Vuitton, Fendi, Loewe, and etc.

Luxury Customers & Culture: Fendi, Dior, Hermes, Givenchy and etc.

Van Cleef & Arpels, and etc.

Service Design Consulting and Training for Domestic Conglomerates Service Manual Design and Training Delivery : Hyundai Motor Group (Hyundai Motor Studio Project Seoul, Goyang), Amorepacific (Beauty Consultant Service Ritual), Genesis (Suji, Gangnam, Hanam, Incheon, Ansung), Samsung Electronics (Premium Service Guideline), Jaguar-Land Rover (Sales & Service Guideline) Luxury Experience & Seminar : Hyundai Motor Group (MDC On-site Luxury Seminar in Paris and Geneva), Hyundai Motor Group (Luxury Service Benchmarking Program in Singapore)

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Luxury Market & China: Gucci, Tiffany & Co., Coach, Chaumet, Louis Vuitton,

LUXURY BUSINESS INSTITUTE KOREA

Qualifications

MERCI BEAUCOUP

SHAPING THE FUTURE OF LUXURY TOGETHER LUXURY BUSINESS INSTITUTE KOREA

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CONTACT US ELAINE HONG BUSINESS DEVELOPMENT DIRECTOR

elainehong@lbi-korea.co.kr