Reports of CEOs working their front lines recalled my short stint selling fragrance in 2016 at Lord & Taylor’s iconic Manhattan store. I was a year into leading Glade R&D and learning fine fragrance as inspiration for new air freshener offerings. Encouraged by Ann Gottlieb, friends at Firmenich (Joy and Lily) arranged a training day at L&T’s Fine Fragrance Department with sales leader Tiffany Lee. That’s me below, in a newly purchased ‘hipster’ outfit, ready to sell perfume!
Tiffany shared that perfume shoppers are not just looking for great scent, but also a captivating story. I quickly learned to listen to the interests of clients visiting my counter, and wove fragrance tales for them. Did you know perfume changes character over time (from initial application to minutes and hours later), and has a unique scent on each person’s skin? Enchanting stories flowed as exotic notes beguiled my shoppers with each sprayed sample. I sold a bottle of Gottlieb’s 2015 creation, “Decadence” (Marc Jacobs) while waxing poetic about Italian plum, saffron and iris top notes caressing the Bulgarian rose and jasmine heart of the perfume, embraced by a base of warm liquid amber and papyrus wood from ancient Egypt. (ok, maybe I got a bit carried away at the end…)
The sales floor opened my eyes to the power of storytelling in both the creation of memorable fragrances and engaging passionate consumers that love to experience them. I strongly recommend working the front lines to understand your business, and channeling the insights into delighting your customers. They will reward you!