A. The art of customer service lies in changing the explanation to suit the person, as freely as water takes the shape of its container, and drawing out desires the customer may not even realize they have. There is therefore no absolute answer of “Just do this and you will be fine.” To provide the kind of service described above, however, you need to take in as much knowledge as possible and put it into practice through hands-on experience. Here I would like to focus on that learning: what should you learn in order to become good at describing perfume?
① Knowledge of the Brand and Its Products
First, write down and organize as much as possible about the origins of the brand you sell, its concept, what sets it apart from other brands, what each perfume portrays and how it was created (the perfume’s story), who the perfumer is, and what you yourself like about the brand and its products.
One obstacle many salespeople encounter is that the company provides far too little information. Many brands do not share interview articles with their salespeople even when such articles exist, sometimes resulting in interested members of the public who do their own research knowing more. Complaining will not help, though, so do your own research. First search in Japanese for “[brand name] interview,” and once you have exhausted that search, do the same in English. For overseas brands, there are plenty of interviews in English, so be sure to look them up with the help of a translation app.
② Basic Knowledge of Perfume
It certainly does not hurt to know as much as possible about the fundamentals of perfume. I recommend studying broadly and comprehensively, including terminology, fragrance materials, fragrance families, frequently asked questions and their answers, and perfume history, all of which are also covered on this site. Many customers are not perfume experts, and they often have misconceptions. As a perfume-sales professional, you will be expected to convey accurate knowledge and give advice from several angles.
Where and how, then, should you learn? You can gain a great deal of knowledge from this site. Hundreds of articles are available free of charge, so please bookmark it and use it in your daily studies. I especially recommend learning from books as well. I believe that absorbing information from a variety of sources helps you build a better understanding.
③ Knowledge of Historic Classics and Other Companies’ Perfumes
If you have time, try asking salespeople at nearby brands to let you sample their fragrances, or go out to try perfumes on your days off. You cannot know a scent without actually trying it. Of course, trying it once is not enough to understand it, but I recommend familiarizing yourself with fragrances that customers often mention, those that are generally popular, and those that have remained on sale for many years. Historic classics matter not only because some customers used to wear them, but also because many became the foundations of today’s perfumes, making them important for understanding how fragrance has evolved. These days, many people know only niche fragrances, but niche fragrances can shine because there is a mainstream. Mainstream fragrances defined an era and are respected even by perfumers who create niche fragrances. Why have they continued to sell for so long? Learning about and considering that question will be important when selling your own brand.
④ Know What Matters When You Speak
When putting your knowledge into words, the important points are to “speak in your own words,” “express your passion and love for perfume,” and “mix 90% truth with 10% fiction (= dreams).” At first it is fine simply to repeat what you have learned, but make a conscious effort to speak in a way that is true to you, gradually expressing it in your own words.
Illusion is truer than reality. The appearance of truth is more believable than truth. … Illusion is not a lie. It is one way of responding to desire.
Jean-Claude Ellena
Art is a lie that makes us recognize the truth.
Pablo Picasso
