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Luxury Selling
 Francis Srun

Luxury Selling
Lessons from the World of Luxury in Selling High
Quality Goods and Services to High Value Clients
Francis Srun
Hong Kong, Hong Kong

ISBN 978-3-319-45524-2 ISBN 978-3-319-45525-9 (eBook)

DOI 10.1007/978-3-319-45525-9
Library of Congress Control Number: 2017930588

© The Editor(s) (if applicable) and the Author(s) 2017

This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the
whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations,
recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or
information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar
methodology now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does
not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective
laws and regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and information in this book are
believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors
give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions
that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps
and institutional affiliations.

Cover illustration © Artur Marciniec / Alamy Stock Photo

Printed on acid-free paper

This Palgrave Macmillan imprint is published by Springer Nature

The registered company is Springer International Publishing AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
 To my wife Helen
for everything you give me
and in particular for
the idea and title of this book
 Contents

1 Introduction 1
1.1 Why Did You Choose This Book? 1
1.2 We Are Selling Every Day 1
1.3 Selling Is Not Always Easy 2
1.4 Luxury Creations Are About Exceptional Purchases 3
1.5 High Value Products Imply A Real Decision Making
Process 4
1.6 Complicated Products Entail Cautious Decision Making
Processes 4
1.7 Emotional Products Imply That The Decision Making
Process Is Not Always Rational 5
1.8 Selling Is Great! 6

2 Be Luxury 9
2.1 Luxury Look 9
2.1.1 Be Clean And Neat 9
2.1.2 Be Perfectly Dressed 11
2.1.3 Be Sophisticated, Simply 12
2.1.4 Smelling Nice 13
2.2 Luxury Speaking 13
2.2.1 The Gentle Tone Mode 14
2.2.2 The Natural Posture 14
2.2.3 Converse Rather Than Broadcast 15
2.2.4 Be Precise 16
2.2.5 Enrich Your Vocabulary 16

vii
viii Contents

2.2.6 Enlightening Your Expressions 17

2.2.7 Go Further 17
2.3 Luxury Gestures 18
2.3.1 Be Aware And Keep Control 18
2.3.2 Be Graceful 20
2.3.3 Physical Contact: Handle With Care! 20
2.4 Building Luxury Interactions 22
2.4.1 A Personal Relation 22
2.4.2 Sincerity Of Regard 23
2.4.3 The Power Of A Friendly Smile 24
2.4.4 A Caring Relation 25
2.5 Be Gentle 26
2.5.1 Respect Your Customer 26
2.5.2 Helping Your Customer 27
2.5.3 A Gentle Place: Build Harmony 28
2.5.4 Protect Your Customer 28
2.6 Be Generous 29
2.6.1 Offer Without Expecting Things In Return 29
2.6.2 Everyone Likes Good Surprises! 31
2.6.3 Offer The Extraordinary 32
2.7 Be Caring 33
2.7.1 Sincerity: Stay Honest 33
2.7.2 Empathy: Assume Your Customer’s Position,
Really Understand 33
2.7.3 Sympathy: Be Able To Really Care About Your
Customer 34
2.8 Build Competency 36
2.8.1 Knowledge (information) 36
2.8.2 Know-How (selling techniques) 37
2.8.3 Knowing How To Behave (attitude) 38
2.8.4 Decide The Changes For Yourself 38
2.8.5 Learning By Experimentation 40

3 Luxury Customer’s Decision Process 41

3.1 Understanding Luxury 41
3.1.1 Luxury Goes Beyond Simple Functionality 42
3.1.2 Luxury Is Necessarily Qualitative 43
3.1.3 Luxury Is About Pleasure 43
 Contents ix

3.1.4 Luxury Is About The Long Term, and

Sustainability 44
3.1.5 Luxury Is Always Emotional 45
3.1.6 Luxury Is Not About Price 46
3.1.7 Luxury Is Relative 46
3.2 Self-Affirmation 47
3.2.1 Need For Self-Esteem 47
3.2.2 Eager For Success 48
3.2.3 Social Accomplishment 49
3.2.4 The Expectation Of Rewards 50
3.2.5 It Is Always About Self-Affirmation 50
3.3 Pleasures 51
3.3.1 Needed Pleasures 51
3.3.2 Pleasure Of Self-Affirmation 52
3.3.3 Pleasure Of The Best 52
3.3.4 Pleasure Of Power 53
3.3.5 Pleasure Of The Relationship 54
3.3.6 Pleasure Of Intelligence 54
3.3.7 Luxury Is About Pleasure 55
3.4 New Clients: New Money, New Generation 56
3.4.1 Brands And Only Brands 56
3.4.2 New Education 57
3.4.3 No Complex And No Guilt 57
3.4.4 Abundance Of Information 58
3.4.5 Abundance Of Propositions 58
3.4.6 The Client In A Hurry 59
3.4.7 Clients’ Expectations 60
3.5 International Clientele 60
3.5.1 Know Where Your Guests Are From 60
3.5.2 Be Yourself, Be Natural 61
3.5.3 Beware Of Physical Contact 62
3.5.4 European Customers: Heritage And Emotion 62
3.5.5 Russian And Middle Eastern Customers:
Exceptions And Privileges 63
3.5.6 Middle Eastern Customers: Exclusivity And
Importance 63
3.5.7 Japanese Customers: Tradition And Perfection 64
3.5.8 American Customers 65
3.6 Digital Impact 65
3.6.1 Digital Age 65
x Contents

3.6.2 The Need For Multimedia 66

3.6.3 The Conversational Mode 67
3.6.4 Peer-To-Peer As Authoritative 67
3.6.5 The Cross Border Phenomenon 68
3.7 Chinese Customers: Some Keys For Success 69
3.7.1 Sentiment And Appreciation 70
3.7.2 Recognize Chinese Consumers 71
3.7.3 Why Do Chinese Tourists Buy So Many Luxury
Products? 72
3.7.4 Dealing With Chinese Tourists 73
3.7.5 Selling To Chinese Customers 73
3.7.6 Build A Relationship With Your Chinese Customers 75
3.8 Client Psychology 75
3.8.1 Luxury Selling Is About Psychology 75
3.8.2 Psychology Is About ME, And How Others See ME 77
3.8.3 Ego Expression 78
3.8.4 Influence Positively 81

4 Luxury Selling 83
4.1 Active Selling 83
4.1.1 Reasons For Buying: Desire 83
4.1.2 Reasons For Not Buying: Fear 85
4.1.3 Rationale For Decision Making 86
4.1.4 Emotion In The Decision Making Process 87
4.1.5 Tension and Stress 88
4.2 Persuasion 90
4.2.1 Convincing A Customer? 90
4.2.2 In Transactional Mode 94
4.2.3 Harmless Manipulation 94
4.3 The Five Motivational Factors 95
4.3.1 Specific Decision Process 95
4.3.2 The Five Decisional Factors 96
4.3.3 Focus On The Key Factors First 97
4.4 The Power Of The Brand 100
4.4.1 Understand Your Brand 100
4.4.2 Open The Brand Door 102
4.4.3 Be A Brand Ambassador 103
4.4.4 Insist On The Brand’s Key Assets 104
 Contents xi

4.5 Product Desires 105

4.5.1 From Need To Desire 105
4.5.2 From Functional To Emotional 106
4.5.3 From Product To Creation 108
4.5.4 The Dimensions Of A Product 108
4.6 Price—Value 110
4.6.1 Price Level Perception 110
4.6.2 A Price Is A Value 111
4.6.3 A Value Is An Addition Of Values 113
4.6.4 Defending Your Price 114
4.6.5 Money Is Never An Issue 115
4.7 Place—Service 116
4.7.1 Customers Still Need A Retail Space 117
4.7.2 Customers Still Need A Good Sales Advisor 119
4.7.3 Customers Have More and More Choices Of Places
To Buy 120
4.7.4 How To Make Customers Buy Locally and From
You? 121
4.8 Five Times 121
4.8.1 “Now” Is Always Possible 122
4.8.2 Emphasize The Opportunity 123
4.8.3 Create A Sense Of Urgency 123
4.8.4 Time Is Precious To Everyone 124
4.8.5 Time Is At The Last Stage Of Decision Making 125
4.8.6 Time To Recap 126

5 The 7 Steps 127

5.1 Active Selling 127
5.1.1 A Roadmap To Success 127
5.1.2 The 7 Steps To Success 128
5.1.3 Active Selling 130
5.1.4 The Road To Active Selling 131
5.1.5 Be Intelligent! 131
5.1.6 Be Creative! 132
5.2 Step 1: Preparing 132
5.2.1 Competence 133
5.2.2 Knowledge Preparation 134
5.2.3 Know-How Preparation 135
5.2.4 Preparation For Knowing How To Behave 137
xii Contents

5.3 Step 2: Welcoming 139

5.3.1 Welcome Genuinely 140
5.3.2 Service To Gain Trust 142
5.3.3 Show Concern and Interest 143
5.3.4 Retain Your Customer 143
5.4 Step 3: Discovering 146
5.4.1 Discover Subtlety 146
5.4.2 There Are Always Desires, Motivations 148
5.4.3 Discover Whose Decision 149
5.4.4 Observe Discreetly 151
5.4.5 Listen Actively 152
5.4.6 Question Strategically 153
5.4.7 Test Prudently 155
5.4.8 The Art Of Discovery 156
5.4.9 Propose 157
5.5 Step 4: Presenting 157
5.5.1 The Dimensions Of A Product 158
5.5.2 A Product Is An Addition Of Decisional
Components 159
5.5.3 A Product Is An Addition of Intelligence 160
5.5.4 A Product Is Also A Creation 160
5.5.5 Describe Elegantly 162
5.5.6 Showing It Is Better, Is Better Than Saying It 163
5.5.7 Prove It, Since It’s True 164
5.5.8 Demonstrate The Simplicity 165
5.5.9 Tell Stories About The Product 165
5.5.10 Focus On Main Selling Points 166
5.5.11 Handle With Care: It’s Precious 166
5.5.12 Romance And Reassure 167
5.6 Step 5: Convincing 167
5.6.1 Detect The Level Of Interest 167
5.6.2 Fear: A Powerful And Normal Sentiment 168
5.6.3 Objection, Expression Of Fears 170
5.6.4 Dealing With Objections 174
5.6.5 Price Objection 179
5.6.6 Facing Bargaining 184
5.6.7 Time To Summarize 187
5.7 Step 6: Closing 187
5.7.1 Detect The Buying Signs 188
5.7.2 Focus On The Customer’s Motivation 189
 Contents xiii

5.7.3 Offer Financial Benefits 192

5.7.4 Focus On The Decision Maker 193
5.7.5 To Win, You Need To Learn About Losing 194
5.7.6 Key Words For Closing 197
5.8 Step 7: Building A Relationship 197
5.8.1 Start A Relationship 198
5.8.2 The Perfect Farewell 199
5.8.3 When A Customer Leaves Without Making
A Purchase 201
5.8.4 Keep A Relationship: Customer Relationship
Management 203
5.8.5 Database 204
5.8.6 Relational Plan 205

6 Conclusion 209
6.1 Happy Customers 209
6.2 Be Customer Focused 210
6.3 Be Active In Selling 211
6.4 Be Yourself 211

Index 213
 About The Author

Francis Srun is a French citizen, 50 years old. He majored in Business and

Administration at France’s Postgraduate Business School KEDGE
(Bordeaux). He also holds a Swiss Federal Professional Trainer certificate.

Srun has had a successful career in the Luxury world, being Brand Manager,
International Retail Director and Managing Director with prestigious brands
such as Swiss watchmaker Piaget, New York’s Ralph Lauren Watch and
Jewelry and French jewelry maison Boucheron.

Multi-cultural and with an international career, Francis Srun is fluent in

French, English and Mandarin and has worked in France, Switzerland,
China, Taiwan and Hong Kong.

In 2013 he published Vendre Le Luxe (with René Moulinier, a bestselling

author) the first book ever written about selling Luxury, presenting selling
techniques and customer psychology (in French).

He speaks regularly at international retail and Luxury conferences and

business schools in Paris and also across Asia.

Francis Srun is the founding director of Retail Performance and can be

reached at

[email protected] www.luxuryselling.com

xv
 Other Publications

Vendre Le Luxe (in French)

Techniques de vente et psychologie des clients

René Moulinier & Francis Srun, Eyrolles, 2013 Paris

xvii
 Disclaimer

Please note that this book has been written by Francis Srun in a private
capacity. The views expressed are his own and do not necessarily reflect those
of his current or former employers.

Any resemblance to actual persons or brands is a coincidence. All examples

are for illustration and educational purposes only. No brand has been directly
mentioned or even suggested.

xix
 WRITTEN WITH THE VALUABLE COLLABORATION

OF

PAMELA CLOUTIER

HER EXPERTISE, PATIENCE AND “GENTILLESSE”

MADE THE DIFFERENCE

Pamela Cloutier, is an expert in Luxury, having held the positions of

International Commercial Director, International Marketing and Trade
Marketing Director and Chief Operating Officer for several prestigious
timepiece and jewelry houses. With over 25 years’ experience in Luxury
sales and distribution strategy, Pamela consults for various Luxury brands,
runs her own business in the distribution of handbags and is engaged in
philanthropic and entrepreneurial projects. She has dual American and Swiss
nationality and lives in Geneva, Switzerland. She may be contacted at

[email protected]

xxi
 Table Of Characters

We will tell you stories involving different sales advisors and clients. These
encounters take place in Geneva, Paris, London, Hong Kong, Singapore and
New York.

*** Geneva ***

Peter Wang
Peter is a very wealthy business owner, originally from Taiwan, educated in
California and living between Taipei, Hong Kong, Shanghai and San Francisco.
He successfully created an IT company. His passion has always being collecting
timepieces. He is very knowledgeable about high-end watches and loves to spend
time building his collection.

Martial Legrand
Martial is a boutique Manager for a new high-end watch brand in Geneva,
Switzerland. Martial has been in the watch industry for over 15 years and would
not want to move to another product category. For him, it is more than a job, it is his
passion. This is especially because he has the opportunity to meet knowledgeable
customers who appreciate high-end watches and with whom he is able to share the
same love for these products.

*** Paris ***

Michelle and Allan Taylor

Michelle and Allan are from New York, and are visiting Paris. It is their 20th
wedding anniversary trip. They are looking for some nice jewelry to celebrate this

xxiii
xxiv Table Of Characters

important milestone in their lives. Mr. Taylor is a reputed dentist and owns several
dental care centers. Mrs. Taylor takes care of the accounting and finances of the
company they founded together. They planned this beautiful, romantic trip a long
time ago.

Alice Martin
Alice is a senior sales advisor at one of the most reputed high-end watch and jewelry
maisons in Paris. Alice started her Luxury journey in selling fashion and a few years
ago was offered the opportunity to take on her current role. She loves the new
challenges—every day is a new day.

*** London ***

John Hudson
John is a Senior Vice-president, working in London for one of the top 100 UK firms.
He has been recently promoted and is looking to change his current beloved family car
to one of much better quality. This is an important trade-up and John wants to be
sure of his choice. He did a lot of online research. He took his decision in favor of a
well known German brand. He decided to visit the car showroom for a second time.

Henry Smith
Henry is an experienced sales advisor having worked for the same car brand
showroom for over 15 years. He started his career selling properties. He loves cars
and had the opportunity to promote them and did not hesitate for one second to
change product category. Being very knowledgeable about cars, he now enjoys
combining his passion for automobiles with his professional life.

*** Hong Kong ***

Lisa Lam
Lisa started her professional life as a market analyst for a top US banking firm. After
her father retired, she had to take over the family interests and devoted herself to
running their family office. She had to take care of the different offices in Shanghai,
Hong Kong and London.

Lucy Fung
Lucy is a young sales advisor, now working for a world-class Italian leather goods
brand. Lucy had tried office work but did not really like it. She loves being active and
having interactions everyday with colleagues and clients. She also loves Luxury for the
 Table Of Characters xxv

quality of the working environment. The daily, weekly and monthly sales pressure in
the beginning was terrifying for her but now she really loves her job.

*** Singapore ***

Sophie and Thomas Williams

Sophie and Thomas are Australian citizens planning to come and live in Singapore.
Thomas had the opportunity to join a Japanese firm as Chief Financial Officer but
had to be based in Singapore. Sophie and the two young children are excited. Sophie
has to find a new job but she is confident that she will.

Simon Cole
Simon is a property agent, specialized in premium properties. He came from London
20 years ago, preferring the sun and the humidity to the rainy UK weather. He
established a small real estate agency upon his arrival, and since then has always been
selling properties. He prides himself in the trust he receives from property owners and
also from buyers. “The best advertising is your reputation” is his agency’s tagline.

*** New York ***

Paul Morgan
Paul is in his forties and has worked for different top US firms as Marketing
Manager. He was promoted to this position about 5 years ago. It has been a very
busy period in his life and he really has had no time for himself or his family. He is
married, with a lovely daughter and wants to take more time for his personal life,
especially in planning more wisely for the twenty years ahead.

Roger Brown
Roger is a young private banking associate. He joined the century-old financial
institution after graduation from one of the Ivy League universities. He learns fast
and is eager to perform, to get promoted and to succeed. He is highly appreciated by
his clients. In spite of his age, and with only a few years of experience, Roger has
managed to quickly build a solid and long-term relationship with affluent clients.
 List of Charts

Chart 2.1 Competence development dynamic 39

Chart 2.2 Competence building dynamic 40
Chart 4.1 Between desire and fear 86
Chart 4.2 Customer tension 89
Chart 4.3 The five decisional factors 99
Chart 4.4 The dimensions of a product 108
Chart 4.5 Retail: the right place for seduction 117
Chart 4.6 Progression of the 5 decisional factors 125
Chart 5.1 Dynamic selling skill 131
Chart 5.2 The decision makers 150

xxvii
 List of Tables

Table 4.2.A Differences in convincing and persuasive approach 93

Table 4.2.B Different approaches, handbag example 94
Table 4.3.A Products status 96
Table 4.3.B Functional versus emotional need 97
Table 4.3.C Motivation factors 97
Table 4.3.D Understanding real motivation 98
Table 4.5.A Expressed need versus real desire 105
Table 4.5.B Functional need versus emotional motivation 107
Table 4.6.A Product value 114
Table 4.7.A Attitude to adopt per stage 118
Table 4.7.B Buy local or abroad 120
Table 4.8.A Customer time frame 122
Table 4.8.B Key words for an immediate decision 123
Table 4.8.C Reasons for deciding now 124
Table 5.1.A The 7 steps and their objectives 129
Table 5.1.B Active/passive selling 130
Table 5.1.C Active selling 131
Table 5.2.A The three components of competency 134
Table 5.3.A Phase and customer’s mindset 141
Table 5.3.B Customer’s reserved attitude 142
Table 5.3.C Services to offer 143
Table 5.4.A Understand new/existing customers 149
Table 5.4.B Customer observation 152
Table 5.4.C Discover questioning 154
Table 5.5.A Explaining benefits 159
Table 5.6.A Customers’ fears 170
Table 5.6.B Explaining the price 180
Table 5.6.C Defending the different prices 185

xxix
xxx List of Tables

Table 5.6.D Responding to price bargaining 187

Table 5.7.A Closing with the decision making motivational factors 190
Table 5.8.A Customers’ information 205
 1
Introduction

1.1 Why Did You Choose This Book?

First of all, thank you, MERCI for having my book in your hands.
You might have several reasons for reading Luxury Selling.
Your expectations might be to learn about Luxury, selling in general, customer
relations management, communication and so forth. You are looking to make
improvements in these areas.

You have done well. Many people want to improve their selling skills but few
make the effort of even getting a resource book, let alone reading one.
Congratulations for having already taken this first important step!

Mark’s dream is to run the New York City marathon. Mark is brave and really
worked hard in preparation. But, for the last three years, he has been telling himself:
“I am not ready yet, this year.” One day, though, he took a decision, just a two-click
decision: he enrolled himself in the marathon online. The countdown started, and
from that day on he had to train regularly and run the marathon. The real challenge
was not to run the 42 kilometers, but to click the “Yes – I confirm” button.

1.2 We Are Selling Every Day

We are selling all the time. Selling means that we need someone else to “buy”
our ideas or accept our proposal. In order to reach that agreement, we need
to discuss things. This can take place at work with colleagues, at home with
family members or with friends.

© The Author(s) 2017 1

F. Srun, Luxury Selling, DOI 10.1007/978-3-319-45525-9_1
2 Luxury Selling

At home, you come up with ideas, propose them, suggest various approaches
and seek confirmation of them from your family or friends. These conversa-
tions are part of the transactions of daily life. Sometimes, you need to push
further and go through arguments in order to reach a common understand-
ing. Most of the time, the conversation ends with agreement and acknowl-
edgment of that understanding. In a worst-case scenario, the conversation
turns into an argument: each party sticks to their position. Do not worry,
because this happens to all of us.

At work, there are discussions containing pros and cons and rational argu-
ments, and where the parties involved have clear common objectives. This is
usually called brainstorming, debating, case making or positive confronta-
tion. It is about business, and all parties try their best to find the optimal
solution for the company’s project.

With retail selling, things are different. A sales advisor’s objective is to sell. A
customer’s objective is not necessarily to buy. At least it is not always certain
that a customer is seeking to purchase a specific brand or product, at a given
price, here and now. Sales advisors frequently need to overcome some
resistance.

1.3 Selling Is Not Always Easy

Peter Wang is a very wealthy Taiwanese businessman and a true connoisseur of fine
luxury watchmaking. He is also one of the key collectors of high-end watches. In
Geneva, Peter visits a new watch brand. The new brand is offering some great
timepieces. Despite the quality of the craftsmanship and the complexity of the
movement’s mechanism, Peter is still hesitant. After all, this new brand sells time-
pieces for a six-digit US$ price tag. This brand has only been in existence for ten
years—how can he trust it, compared to a brand with ten times more heritage? He
also finds himself questioning the value. Ultimately, even if he decided to go for the
“complication” (a timepiece equipped with a sophisticated movement) he likes, Peter
is not sure about the size of the dial, nor the design of the hands. He just will not
make a decision and the easiest thing for him is not to go for it at all.

Martial is the store manager of the boutique. He prides himself on being one of
the most knowledgeable timepieces advisors and he really enjoys being specialized
in such a way. He is always working on increasing his technical knowledge but
 1 Introduction 3

also on keeping up to date with the market. “I might not be able to own beautiful
art pieces but I have the chance, literally every day, to live with these incredible
things.” He has also learnt a lot and progressed a very long way. When he started
out, he was not even sure why anyone would buy a watch at such prices when you
can have the time on your mobile phone. He also knows that it is most important
to understand the customers. Peter definitely could be a buyer. It is not about
money—it never is when it’s about Luxury and high-end items.

Will Martial be able to overcome Peter’s doubts? How would you do it?

1.4 Luxury Creations Are About Exceptional

Purchases
Mrs. and Mr. Taylor are in Paris with the idea of purchasing a nice piece of
jewelry for themselves, to celebrate their twentieth wedding anniversary. At one
of the most reputed jewelry boutiques, Michelle finds a beautiful diamond
necklace. It is in their budget, the service is great and the sales advisor, Alice,
explains the design perfectly. Michelle is nearly convinced but also thinks that
she might be able to do better and should take more time to check other options.
Maybe the diamonds are too small, even if they are of quite good quality? Her
husband, Michael, is not sure if this is a good investment compared to getting a
necklace with bigger stones. They just love the design but it is not an easy
decision!

Alice has just come back from a week’s vacation in the south of France, where
she had been visiting her parents. She is fully recharged and is particularly
pleased to be at the boutique and to meet such a nice couple this morning.
She also knows that because this represents an exceptional purchase the couple
will not want to make any mistake. It is very emotional too. Her experience
has taught her that it is crucial to be able to reassure them so as to help
Michelle and Michael decide. It’s not only a piece of jewelry but also a
celebration, full of meaning and emotion, for now and the future. This could
be one of the most memorable experiences of their lives. Alice knows that she
can be part of it and definitely wants to succeed.

How will Alice handle such an emotional and high-value purchase? How
would you perform?
4 Luxury Selling

1.5 High-Value Products Imply A Real

Decision Making Process
John Hudson is at the car dealership looking for a new car. This will be his dream car.
He has already extensively and carefully checked information online. He went to the
showroom for a second time, but not really to see the car. He just loves it—and can
afford it. John is not really sure if his wife likes the car, though. They are going to have
their first child soon, and he thinks that it is the right moment to change their car. But,
at the same time, maybe it’s not the right moment to spend even more money. That
being said, John feels that he and his family deserve this beautiful car, with all the
hard work and effort they put in every day. It is with many questions, not all of them
related to the car as a product, that he enters the showroom for the 3rd time.

Henry notices that John is visiting for the 3rd time and that he looks determined.
He knows that John might need a serious conversation today and that he could
make a decision. “What is very fascinating in selling cars is that customers are
always different but the same, in a certain way.” Being very experienced, Henry
knows that trust is key and that you need to find the right point, the trigger of the
decision. Henry also needs to get more contracts signed: he is late this month in
achieving his targets. Will he be able to make it up?

With other high-value products, there is a real decision making process

involved, and this is somewhat similar to the case with Luxury creations. It is
not only about the technical expertise of the sales advisor. It is to do with how
you can influence the decision making process, to help customers clarify their
mindset and lead them to making a positive decision in favor of your product.

How would you talk to John, so that this time he definitely signs the order form?

1.6 Complicated Products Entail Cautious

Decision Making Processes
Paul, at 42 is more conscious than ever of the need to protect his family financially. He
decides to consult his banker. There are many proposals, and one looks particularly
attractive. By just saving some money today, after twenty years he would have quite a
significant amount of revenue. Despite the graphics and examples, Paul still feels that
something is wrong. HOW COULD THIS BE POSSIBLE? IT IS TOO GOOD TO
BE TRUE! The banker seems competent but is not able to make John take the decision.
 1 Introduction 5

Roger does not consider himself to be a private banker but more a personal
financial advisor. He is young and talks to senior executives. “They are, most of
the time, very successful businessmen who have spent more time on their businesses
than on themselves. My role is to assist them.” Roger sells long-term commitment
financial products and they are not that easy to understand. Even if his clients
are always educated and smart, financial plans are somewhat difficult to grasp.
Therefore, customers have fears. And fears are always the best reason for not
deciding. “And that’s why I love my role,” said Roger.

Would you be able to find the right words to reassure Paul and, like Roger,
succeed in selling him a financial plan?

1.7 Emotional Products Imply That The Decision

Making Process Is Not Always Rational
Lisa is in real trouble. She feels like she needs a new handbag. She is
thinking about her upcoming trip to Moscow, and has been looking at
different possibilities but just cannot decide. She went to her favorite
French brand and picked a model that she had spotted few months ago.
Last week she happened to visit another boutique, to see a new bag. She did
not know much about that Italian brand other than that it is really popular
at the moment (she sees it in all the magazines). At the same time, she is
telling herself that she could just go for a brand that she thinks is really
“her”—and thus a safe choice. The sales advisor from the Italian brand is
great, talking about all the qualities of the handbag and showing Lisa photos
of many celebrities carrying that very model.

Lucy is on duty that day and is very happy to see a new customer coming in. She is
enjoying herself at work—she loves meeting new people, and some of her clients
are even becoming more like friends. Just by observing the new lady client, she
knows that she is looking for something. But at the same time, her experience tells
her to always take the necessary time to give proper service and fully assist a client.
“A buying decision is more emotional than rational a lot of the time, and that is
why it is so complicated and so fun,” Lucy explains. This is also why Lucy enjoys
helping her customers in “making up their minds.” We will see that Lisa cannot
really make up her mind.

How would you influence someone when there is a question of taste and colors?
6 Luxury Selling

1.8 Selling Is Great!

Since making decisions is not always easy, customers need help. The role of
the sales advisor is not only to take the check at the end of the transaction.

Selling is also concerned with helping customers overcome their doubts and
to achieve objectives that sometimes they do not know they even have, or at
least are not very clear about. As a customer, you will certainly remember the
joy when you finally decided to make a purchase after a long hesitation. It is a
relief because you know you took the right decision and you were assisted in
the process.

For Sophie and Thomas Williams, moving from Sydney to Singapore is a

pretty big deal. They need to solve the housing issue. Thomas requires
the help of a property advisor to be able to quickly find and decide on
the house they want to buy. Not only is this important financially—it has
to be a successful operation to ensure that all family members are well
installed. It’s more than selling: there is true responsibility in advising
correctly and helping the lovely Williams family to achieve this important
goal in their lives.

Few decisions could have been taken without the assistance of the sales
advisor. Sales advisors have to be particularly competent in order to help
customers through the long, complicated and emotional decision making
process. This competence implies having knowledge, but also practical
know-how and awareness about what is the right sort of behavior.

We aim to show you how to succeed with an innovative approach in selling

to consumers. The road map for Luxury Selling will be:

1st step—To help you to be the right person, by adopting a Luxury Attitude.
You are the artist and the one who can influence the situation.

2nd step—To contribute to your knowledge of luxury and high-spending

clients. Your success will come from your full understanding of their
mentality.

3rd step—To explain to you these customers’ decision making processes.

You will know how such customers behave and therefore will be able to
influence them more easily.
 1 Introduction 7

4th step—To give you a complete method, leading to selling success in seven
steps.

You will then become an active selling advisor, having the situation under
control in order to achieve the best outcome.

You will find Mark, Peter, Alice and her husband, Paul, John and Lisa
reappearing throughout this book. I hope the many stories will inspire you
on this journey.

You can take the decision to stop reading or keep going. It is your choice.
If you do not want to keep reading this book, though, what will you do
instead?
Will you achieve a better outcome for yourself, or for your work, with what
you plan to do otherwise?

I hope you take this journey with Luxury Selling and thank you for your
commitment.

Let us start!

First, we will see how to Be Luxury.

Exploring the Variety of Random
Documents with Different Content
 CHAP. XVII.
THE COUNT DE FOIX RAISES A LARGE ARMY TO
BESIEGE THE CASTLE OF GUISCHEN.—THE
ENGLISH ASSEMBLE TO RAISE THE SIEGE, BUT ARE
DEFEATED BY THE LORD DE LAUTREC AND THE
BASTARD DE FOIX.
About this period, the count de Foix raised a large army, and
caused the strong castle of Guischen, situated four leagues from
Bayonne, to be besieged by his brother, the lord de Lautrec, and the
bastard de Foix. The English, on hearing this, instantly took the field
with four thousand combatants, under the command of the constable
of Navarre. He had with him the mayor of Bayonne, George
Saltviton[70],
'Plus de loüange et d'honneur tu merites,
La cause étant de France recouvrer,
Que ce que peut dedans un cloitre ouvrer
Close nonnain, en bien devot hermite.'
and many other English, who, having embarked their stores on the
river that runs through Bayonne, to convey them near to this castle,
marched as close to the vessels as they could.
News of their intentions was carried to the besiegers, who marched
as secretly as possible to meet them, and made so sharp an attack
on the English that they were driven from their boats, and lost twelve
hundred of their men in killed and taken. When Saltviton witnessed
this defeat, fearing it was impossible to recover the boats, he broke
gallantly through the french army with only sixty lances, and saved
himself for the moment in one of the outworks of the castle. Finding
that he could not long maintain himself in his present post, he
marched away with his men, thinking to regain Bayonne; but the
bastard de Foix, knowing his departure, immediately pursued him,
and made him and the greater part of his men prisoners.
On the morrow, the castle surrendered, and all the country between
Dax and Bayonne,—in which were from fifteen to sixteen strong
places, that surrendered to the count de Foix. When these forts had
been sufficiently garrisoned, the count's army was marched home.
The siege of Honfleur was commenced with great courage on the
17th day of January, while the king remained at Jamieges, by his
lieutenant general, the count de Dunois, and the other lords before
named. The franc archers, who had been sent by these lords in
advance ten or twelve days before, to skirmish with the english
garrison of Honfleur, did their duty well.
When the blockade was completed, the king left Jamieges, and fixed
his quarters at the abbey of Grestain, two leagues from Honfleur. On
his arrival, the approaches and trenches were pushed forward with
vigour, and many cannons and bombards were pointed against the
walls, to the astonishment of those within the town.
The governor of the place was called master Courson[71], having a
garrison of three or four hundred English who exerted themselves
valiantly in their defence with cannons and other missile weapons.
By their means was killed a gallant Frenchman, named Regnault
William, le Bourgognon, then bailiff of Montargis, which was a great
loss. At length, the English were so overpowered by fear and want of
provision that they were constrained to demand a parley, to arrange
terms of capitulation; and they agreed to surrender the town and
castle on the 18th day of February, unless there should appear a
force sufficient to relieve them, by conquering the French, and gave
hostages for its due performance, on which they were to march away
with their effects in safety.
The French now fortified their camp, and made preparations for a
combat, but the English did not appear; for the duke of Somerset
dared not leave Caen ungarrisoned, and, besides, they were not
strong enough to expect success without great reinforcements from
England. The place was therefore surrendered according to the
terms of the capitulation, and the English marched to other parts
under their obedience.
Soon after the reduction of Honfleur, the king left the abbey of
Grestain, and went to Berucy[72], and thence to Essay[73] and
Alençon. He ordered a party of his guards, with the franc archers, to
lay siege to Fresnay[74], which was under the government of two
Englishmen, called Andrew Torfflot[75] and Janequin Vaquier[76],
having with them from four to five hundred English and Normans,
called French Renegadoes. The French advanced before the place
in a numerous body, in handsome array, which so much alarmed the
governors that they instantly offered to treat for a surrender. After a
short discussion, it was agreed, that on the place being given up to
the king of France, together with ten thousand golden saluts, their
captain, called Montfort[77], who had been made prisoner at Pont
Audemer, should be restored to them, and they should be allowed to
march away in safety with their baggage. Thus was the place
surrendered,—and the English departed, on the 22d day of March,
for Caen or Falaise, or to wherever else they pleased.
During the time of Lent, in this year, three thousand English landed
at Cherbourg, under the command of sir Thomas Kiriel, a knight of
great experience and renown, and marched to lay siege to
Valognes[78], which was under the government of an esquire from
Poitou, called Abel Rohault. He held it valiantly for some time, for his
brother Joachim Rohault; but having no hope of succour, he was
forced to surrender it to sir Thomas Kiriel, after a defence of three
weeks, and was allowed to march his men away in safety with all
they possessed.
The king's army was, at the time, collecting to raise the siege; as
were the English to oppose them, from their different garrisons,—
namely, sir Robert Vere, in Caen, had six hundred combatants,—
Henry Morbery, in Vire, had about four hundred,—Matago, in the
town of Bayeux, had eight hundred fighting men,—so that they
amounted in all, including sir Thomas Kiriel's force, to six or seven
thousand combatants. The French, learning this, suffered the town to
be surrendered without any attempt to the contrary,—for they could
not be assembled in time, considering that the king's army was then
dispersed in cantonments throughout Normandy, for the better
preservation of their conquests.

FOOTNOTES:
[70] Saltviton. In the MS. of Du Cange, it is Soliton; but this seems
as far from the true name as the other.
[71] Courson. Q. Curzon?
[72] Berucy,—Bernay, a market-town in Normandy, twenty
leagues and a half from Alençon. MS. Du Cange.
[73] Essay,—a market-town in Normandy, five leagues from
Alençon.
[74] Fresnay. There are two villages of this name in Normandy.
[75] Andrew Torfflot. Troslo.——MS. Du Cange. Q. if not
Truslow?
[76] Janequin Vaquier. Basquier and Baquier.——MS. Du Cange.
[77] Montfort. Q. if not lord Fauconberg? See in the preceding
pages.
[78] Valognes,—five leagues from Cherbourg.
 [a.d. 1450.]
CHAP. XVIII.
AFTER THE CAPTURE OF VALOGNES BY SIR
THOMAS KIRIEL, HE TAKES THE FIELD WITH A
LARGE ARMY OF ENGLISHMEN.—HE IS MET BY THE
COUNT DE CLERMONT, WHO ATTACKS AND DEFEATS
HIM.
On the 12th day of April, in the year 1450, after Easter, sir Thomas
Kiriel dislodged from Valognes, having with him the greater part of
the garrisons of Caen, Bayeux, and Vire, and, crossing the fords of
St Clement[79], advanced toward the country of Bayeux and Caen.
Intelligence of this movement was carried to the french
headquarters, and a detachment was ordered to pursue them, under
the command of the count de Clermont, the count de Castres, the
seneschal of Poitou, the lord de Montgascon and de Retz, admiral of
France, and others, to the amount of five or six hundred spears and
archers. Although they were so few in numbers, they continued their
pursuit until they overtook them. Sir Geoffry de Couvran and
Joachim Rohault had, some little time before, separated from them
to seek if they could gain any information of the enemy, and luckily
fell in with their track. Notwithstanding the disparity of numbers, they
boldly and courageously made an attack on their rear-guard, and
killed and wounded several. They then retreated, and sent notice of
what they had done to the count de Clermont, who was not far off.
He hastened to come up with the English, which he did near a village
called Fourmigny, between Carentan and Bayeux, on the 13th of the
same month.
The English, on perceiving the enemy, drew up in battle-array, and
sent in haste to a captain, called Matago, who had that morning
quitted them for Bayeux, but instantly returned to the aid of his
companions.
The two armies remained drawn up facing each other for three
hours, while a continual skirmish was going forward,—during which,
the English made, with their swords and daggers, deep holes in their
front, that those who should charge them might fall in with their
horses: they were also very advantageously posted, for they had,
within a bow-shot of their rear, a small river with gardens and
orchards thick planted with fruit-trees, so that they could not be
attacked on that quarter.
The count de Clermont, observing their situation, and considering
that he had not an adequate force to combat them, dispatched a
messenger in haste to St Lo, to require that the count de Richemont,
constable of France, would come to his succour,—otherwise he and
his men would have more work on their hands than they could
accomplish, for that the English greatly outnumbered his force.
The constable, on receiving this intelligence, instantly set out, at
three o'clock in the morning of the same day, the 18th, to his
assistance, although he was but just arrived from Brittany without
halting. He rode to Trevieres[80], accompanied by the lord James de
Luxembourg, the count de Laval, the lord marshal de Lohéac, and
from two hundred to twelve score lances and eight hundred archers.
They advanced with great rapidity (for the English had already
crossed the ford) until they came to the windmill above Fourmigny,
where they drew up in order of battle in sight of the English.
The count de Clermont had begun the engagement with his army of
a thousand to fifteen hundred men before the arrival of the
constable, and had been sharply repulsed by the English, who had
taken from them two culverines. The constable first marched his men
to gain a stone bridge,—but no sooner did Matago and sir Robert
Vere perceive this manœuvre of the constable than they fled with a
thousand of their men from Caen and Bayeux. Kiriel and the
remainder retreated toward the rivulet, and occupied the village that
was hard by.
Part of the constable's archers, having dismounted at the end of the
bridge, attacked the left wing of the English,—and many were killed
and put to the rout. The constable now crossed the rivulet and joined
the count de Clermont; when the grand seneschal of Normandy
asked his permission to march his division toward the enemy's right
wing, which being granted, the English were slain and defeated. The
main body of the constable's men marched now in handsome order
until they were near the village, and crossed the brook by the high
road. The English were so much alarmed that they quitted the
village, and advanced to the rivulet, where a well-fought engagement
took place; but although the French were in all not more, according
to the report of the heralds, than three thousand combatants, and the
English from six to seven thousand, nevertheless, by the grace of
God, the French defeated them. From the accounts of the heralds,
priests, and credible persons, three thousand seven hundred and
seventy-three were slain, and buried in fourteen deep trenches on
the spot.
Among the prisoners were sir Anthony[81] Kiriel, sir Henry
Norbery[82], sir Thomas Drieut[83], Thomas Kirby, Christopher
Auberton, Arpel, Helix Alengour, Jannequin Vacquier, Gobert
Caleville, and numbers of other captains, and english gentlemen
bearing coats of arms. Conformably to the old proverb, of 'He who
fights and runs away, may live to fight another day,' did those act
who fled and left their companions to bear the brunt of the battle,
namely, Matago, sir Robert Vere, Henry Lons, master Meillan, and
another captain who commanded thirty lances and five hundred
archers. The prisoners taken at this battle were estimated at from
twelve to fourteen hundred. Matago fled to Bayeux, and sir Robert to
Caen,—and thus, by the favour of Divine Providence, were the
English defeated.
On this day, the following were made knights: the count de Castres,
son to the count de la Marche,—Godfrey de Boulogne, son to the
count de Boulogne and Auvergne,—the lord de Vauvert, son to the
count de Villars, the lord de St Severe, the lord de Chalençon, and
several more. The French only lost this day, by death, eight persons
at the most!
The army now marched to lay siege to the town and castle of Vire.
After their departure, a dispute arose among the captains, to whom
the honour of the day was due: some said to the constable, as being,
from his office, lieutenant-general for the king in all parts of the
realm; but others claimed it for the count de Clermont, he having
been specially ordered on this service,—and a special order ought to
supersede a general one. It came to such a length that it was
referred to the king, who decided in favour of the count de Clermont,
although it was through the constable's able support that he had
gained the victory.
News of this success was soon spread all over the kingdom of
France; and coming to the ears of master William Charrier, bishop of
Paris, he immediately ordered a procession to be made to the
church of Nôtre Dame of all children, as well male as female, that
were at school, from the age of seven to eleven years, to return
thanks to God for the signal victory the most Christian king had
obtained over his ancient enemies. The procession, consisting of
from twelve to fourteen thousand children, attended by their masters
and tutors, set out from the church of St Innocent, where they were
assembled, each with a wax taper, or other light, in his hand. The
chaplains of the church were in the center, bearing the relics of Saint
Innocent,—and the procession extended from this church to that of
our Lady, and was a fine sight to see, and did great honour to the
bishop. On its arrival at the church of Nôtre Dame, a solemn mass
was sung, and the bishop preached a sermon, taking for his text the
second verse of the eighth Psalm,—'Out of the mouth of babes and
sucklings hast thou ordained strength, because of thine enemies,
that thou mightest still the enemy and the avenger.' When the
service was over, they returned two and two as they had come,
conveying back the relics to the church of Saint Innocent,—and
thence each child went to its school.
About this period, the duke of Suffolk quitted a strong castle into
which he had retired for fear of the English, who would have put him
to death, and embarked for foreign countries; but he was met at sea
by the partisans of the duke of Somerset, who laid hands on him and
cut off his head, which they sent, with the body, to their friends in
London, who hung up the quarters at the different gates.[84]
The French, without loss of time, after their late victory, marched to
besiege the town of Vire, in which was a garrison of three or four
stout english combatants: their captain was sir Henry Norbury, then a
prisoner, in consequence of the defeat at Fourmigny. The siege did
not last long before the commandant capitulated to surrender, on
being allowed to march away in safety with the garrison and
baggage to Caen. The french army was now divided: one part, under
the count de Clermont, marched toward Bayeux,—and the other,
with the constable, returned to the duke of Brittany, to lay siege to
Avranches[85].

FOOTNOTES:
[79] St Clement,—a village near to Bayeux.
[80] Trevieres,—-a market-town near Bayeux.
[81] Anthony. He is called Thomas before.
[82] Norbery. Before Morbery. Probably Norbury.
[83] Drieut. Q. Trivet?
[84] See the english historians for a more correct account of the
end of the duke of Suffolk.
[85] Avranches,—a bishoprick in Normandy, 75 leagues from
Paris, 50 from Rouen.
 CHAP. XIX.
THE DUKE OF BRITTANY BESIEGES AVRANCHES,
WITH HIS WHOLE FORCE.—IT SURRENDERS TO HIM.
—HE TAKES TOMBELAINE[86].—BAYEUX IS WON.—
THE CONSTABLE GAINS BRICQUEBEC[87],
VALOGNES[88], ST SAUVEUR LE VICOMTE[89],—
OTHER INCIDENTS.
When the duke of Brittany's army was returned to him, and had
taken some rest, he mustered his men, and without delay began his
march, well attended by artillery, to besiege the town of Avranches,
which was garrisoned by four or five hundred English under the
command of a captain called Lampet[90]. The duke displayed great
ability and courage in forming the siege, during which many
skirmishes took place between the parties.
This siege lasted three weeks, when the walls were so battered that
the captain and garrison were reduced to surrender; but although
they proposed different terms of capitulation, they could only obtain
permission to march away in safety, but without arms or baggage; so
that, when the place was given up, they departed with staves in their
hands. On the reduction of Avranches, the duke of Brittany
advanced with his army to Tombelaine, which is impregnable, so
long as provision and stores last; for it is seated on a rock in the sea,
near to St Michael's Mount. There was in it an english garrison of
from four score to one hundred men,—but they no sooner perceived
the great force that was brought against them than they capitulated
to surrender the place, on being permitted to march to Cherbourg in
safety with their baggage and effects.
On the 16th day of May, the king of France ordered the counts de
Dunois, de Nevers, d'Eu, and several other knights and esquires, to
lay siege to Bayeux. In consequence, they encamped near to the
town, and pushed forward the siege with such vigour, by mines and
battering cannon, that many breaches were made in the wall, wide
enough to be stormed; but the commanders were averse to this, to
avoid the effusion of blood and the numberless other evils that would
ensue. However, notwithstanding this laudable resolution, the ardour
and avarice of soldiers to become rich induced part of the army,
without orders, to storm the town twice in the same day, when many
gallant deeds were done on both sides, and several were killed by
arrow and culverine shots. The French were forced to retreat without
success, for the storm had been only made on one side: had this
measure been carried on under the direction of their officers, it must
undoubtedly have succeeded.
Matago, the governor of Bayeux, surprised at the valour he had seen
displayed by the French at this attack, for they had slain some of the
stoutest of the English, opened a treaty with the count de Dunois for
its surrender; but after many parleys, he could only obtain
permission for his men to march away without arms or baggage and
with staves in their hands. Thus marched away, by the castle-gate
for Cherbourg, all the English, to the amount of nine hundred,
esteemed the most valiant of their party; but in honour of nobility,
horses were given to carry their damsels and gentle ladies,—and
carts were also supplied to convey the most respectable of the
women who followed their husbands. It was a pitiful sight thus to see
from three to four hundred women, (without including children, who
were very numerous,) some carrying their infants in cradles on their
heads, others swinging them round their necks or in rolls of cloth
round their bodies and in a variety of other ways.
On the restoration of Bayeux to the obedience of the king of France,
the count de Dunois appointed a captain, and other officers, to
govern the city, and then crossed the Orne[91], with the count de
Clermont,—and there cantoned the army, to live on the country until
the arrival of the count de Richemont, constable of France. He had
left all his artillery at Bayeux to be ready for laying siege to Caen.
In the mean time, the constable, and those in his company,—namely,
the troops of the lord de Laval, the marshal de Lohéac, the troops of
the admiral and of the lord de Touteville,—gained the town of
Bricquebosq for the king of France, on permitting those within it to
march away with their baggage and effects. The constable then
besieged Valognes, that had lately been captured by the English; but
it was not long before it surrendered, for the lieutenant-governor for
the king of England had turned to the french interest. He, however,
obtained from the constable that the english garrison, amounting to
six score men, should march in safety, with arms and baggage, to
Cherbourg.
On the departure of the duke of Brittany, the constable came to
Bayeux, and thence sent sir James de Luxembourg his lieutenant,
and Odet Dadic, with about thirty lances, to commence the siege of
St Sauveur le Vicomte, which is a handsome town, and one of the
strongest in Normandy. They remained before it three days, waiting
for the marshals of France and of Brittany, the lords de Touteville, de
Boussac and others.
The lord Robersart, a baron of Hainault, was the governor, having
with him two hundred english combatants,—and on the arrival of the
marshals the place was besieged in earnest. During the opening of
the trenches, a valiant esquire from Berry, called John de
Blanchefort, was killed by a cannon-shot, whose loss was much
lamented. The garrison witnessing the approaches of the French,
although unhurt by their batteries, offered to surrender, on condition
that they should depart in safety with their arms, baggage and
effects, and be allowed eight days for clearing the place. Thus was
St Sauveur le Vicomte restored to the king of France; and the
marshals rode to a village called Ceaux[92], within two leagues of
Caen, where the constable and his company were quartered,
carrying with them the english hostages for the performance of the
treaty,—and at the end of eight days, when the place was cleared,
they were set at liberty.

FOOTNOTES:
[86] Tombelaine,—a small island, or rock, on the coast of
Normandy, between Avranches and St Malo.
[87] Bricquebec. Probably Bricquebosq, a village in Normandy,
near Valognes.
[88] Valognes,—a large town between Cherbourg and Carentan.
[89] St Sauveur le Vicomte, near Valognes.
[90] Lampet. Q. Lambert?
[91] Orne,—a river in Normandy: it runs into the sea at Estreham.
[92] Ceaux,—a small town in Normandy, near Avranches.
 CHAP. XX.
THE SIEGE OF CAEN.—THE KING OF FRANCE,
ATTENDED BY THE KING OF SICILY AND HIS SON,
THE DUKE OF CALABRIA, APPEAR BEFORE IT WITH A
LARGE ARMY.—THE ENGLISH, AFTER SUSTAINING
MUCH DAMAGE FROM THE BATTERIES, SURRENDER
THE TOWN AND CASTLE OF CAEN.
On the 5th day of June, the constable and his division dislodged
from Ceaux, and fixed his quarters in the abbey of St Stephen, in the
suburbs of Caen, and near to the walls. On the same day, the count
de Clermont, the count de Castres, and many other lords, knights
and esquires, marched their men to the quarters of the constable:
they amounted to twelve hundred spears, four thousand five hundred
archers, guisarmes[93], and armour-bearers, and two hundred franc
archers on foot.
The count de Dunois posted himself in the suburbs of Vaucelles, on
the side toward Paris with a large company of nobles, men at arms
and archers, to the amount of eight hundred lances, and two
thousand archers, guisarmes, and armour-bearers on horseback,
and two thousand franc archers on foot, so that the city was
completely blockaded on its two sides. They instantly threw a bridge
of communication between the two divisions over the river Orne, by
which, the fourth day after, the counts of Nevers and of Eu passed a
considerable body of men at arms and archers, and quartered them
in the suburbs of Caen, toward the sea, at the abbey of la Trinité, a
convent of women. They were scarcely arrived before they attacked
an outwork of the town, which was valiantly defended, and many
gallant deeds were performed on each side, but it was at length won
by storm by the French. They soon deserted it, because it was open
on the side near the walls,—and it was not re-occupied by the
English, for they had destroyed its communication with the town by
walling up the gate.
The king of France departed from Argentan[94], to be present at this
siege, attended by the king of Sicily, his son the duke of Calabria, the
duke of Alençon, the counts of Maine, of St Pol, of Tancarville, and a
numerous body of barons, knights, esquires, men at arms and
archers, to the number of six hundred lances, and archers in
proportion.
The king lay the first night at St Pierre sur Dive[95],—on the morrow
at Argentan,—and on the third day, he came to dinner in the suburbs
of Vaucelles[96]; after which, he instantly crossed the river by the
new bridge, and was lodged at an abbey called Dardenne, where he
remained during the whole siege, except one night that he passed in
the abbey of la Trinité, wherein were quartered the king of Sicily, the
duke of Calabria, and other lords, to the amount of a thousand
lances.
The king had with him twelve thousand archers on horseback, one
thousand guisarmes, and armour-bearers mounted also, and two
hundred franc archers on foot, of whom the greater part were
quartered in the villages round. The siege was pushed forward with
the greatest diligence on the arrival of the king, and trenches were
made round the town, in which every person individually exerted
himself. The count de Dunois made an attack on the outworks of
Vaucelles, on the river Dive[97], which were valorously defended; but
after many gallant deeds on both sides, they were gained by the
French, and numbers of the English slain, wounded, and taken, to
the great dismay of their companions.
From all the quarters of the French, deep mines were made even
unto the ditches of the town, more particularly from the constable's
quarters, which advanced under St Stephen's,—so that all the wall
above fell to the ground, and the French and English could there
engage hand to hand. The English, perceiving the near approach of
the enemy, were fearful of being taken by storm, and demanded to
capitulate. The king of France, moved by compassion and pity, after
the example of our Lord, who desires not the death of sinners, but
would rather that they would turn to their God,—and considering
what a loss the destruction of so fine a town would be, and the
miseries that would ensue from pillaging the churches, violating
women and damsels,—and desirous also of sparing a further
effusion of human blood, consented to their request, and agreed that
the place should be surrendered on capitulation. In truth, the town
might have easily been taken by storm, as there were many
practicable breaches; but the English might have retired into the
castle, and have held out for a considerable time, if they had had the
courage so to do,—although, in the end, they must have yielded to
the numerous chivalry then before it.
To show that the castle was tenable to those who have never seen it,
I must say that it is the strongest in all Normandy, fortified with high
and great bulwarks of a very hard stone, situated on a rock, and
containing in extent as much as the whole town of Corbeil. It has a
very strong keep, consisting of a large and high square tower,
surrounded by four massy ones from the foot of the ditch to the level
of the ground, the whole strengthened by a high wall all round, with
towers at proper distances, and a very deep ditch cut out of the solid
rock. In this castle were lodged the duke of Somerset, his lady and
children,—and in the town were quartered sir Robert Vere, brother to
the earl of Oxford, sir Henry Radford, and others, who commanded,
under the duke of Somerset, four thousand English as the garrison
of Caen.
In regard to the capitulation, several conferences were held between
the English and French. On the part of the king, the count de Dunois,
the seneschal of Poitou, the lord John Bureau, treasurer of France,
acted as commissioners;—for the English, sir Richard Herisson,
bailiff of Caen, Robert Parges, and some others;—for the
inhabitants, Eustace Gaingnet, lieutenant to the said bailiff, and the
abbot of St Stephen's,—each alleging various articles, and
supporting them by their arguments. After much discussion, a treaty
was concluded on the morrow of the feast of St John Baptist, when
the English promised to deliver up to the king of France the said
town, castle and keep, on the first day of July next ensuing, unless
they should combat and conquer the said king on or before that day,
—and on condition that the duke of Somerset, his lady and children,
and the other English who should wish to depart with them, should
be allowed so to do, and to carry away with them all their effects and
furniture without molestation or hinderance. They were also to take
with them their horses and armour; and for the transport of these
articles, they were to be provided with vessels to convey them to
England, and to no other part, on their paying the expences:
provided, however, that the English gave up all their prisoners, and
acquitted themselves of debt to the inhabitants of Caen, churchmen
and others, without carrying away any thing belonging to them. They
were also to leave behind their large and small artillery, with the
exception of bows, cross-bows, and hand culverines.
For the due observance of this treaty, the English delivered twelve of
their countrymen, two knights of Normandy and four of the principal
inhabitants, as hostages.
As no succours arrived on the first day of July, the town, castle, and
keep were surrendered. The aforesaid bailiff carried the keys of the
keep to the french camp, and delivered them into the hands of the
constable, in the presence of the count de Dunois, lieutenant-
general, who immediately gave them to the count, as governor of the
town and castle for the king of France. The new governor remained
in the field, to see that the English took the strait road to
Estreham[98]; but soon after their departure, accompanied by the
marshal de Jalognes, preceded by two hundred archers on foot, the
king's trumpets and heralds, and having in his rear three equerries of
the stables, bearing the royal banners, and the whole closed by one
hundred men at arms on foot, he entered the town by the keep of the
castle, and had the banners displayed from the keep and gates.

FOOTNOTES:
[93] Guisarmes,—a kind of (offensive) long-handled and long-
headed weapon; or, (as the Spanish visarma) a staff that had
within it two long pikes, which, with a shoot or thrust forward,
come forth.——Cotgrave.
[94] Argentan. I should suppose it must be Alençon.
[95] St Pierre sur Dive,—a market-town near Trouard in
Normandy.
[96] Vaucelles,—a village in Normandy near Bayeux.
[97] The Dive separates the bishopricks of Lisieux and Bayeux,
and loses itself in the Channel.
[98] Estreham,—at the mouth of the Orne, four leagues from
Caen.
 CHAP. XXI.
THE KING OF FRANCE MAKES HIS ENTRY INTO
CAEN, AND IS NOBLY RECEIVED THERE.—THE
ENGLISH SURRENDER FALAISE[99].—POTON DE
SAINTRAILLES IS APPOINTED GOVERNOR OF IT.—
DOMFRONT[100] IS REDUCED TO THE KING'S
OBEDIENCE.
On the 6th day of July, the king of France left the abbey of
Dardenne, to make his entry into Caen, attended by all his nobles
who had been at the siege, magnificently dressed, excepting his
lieutenant-general and the marshal de Jalognes, who were already
in the town. He was preceded by his two hundred archers, heralds
and trumpets,—and when he was near the gates, the count de
Dunois came out to meet him, followed by crowds of the townsmen:
after making their obeisances, they most humbly presented the keys
of the place to the king, who, graciously received them. Then came
the clergy in procession, as is usual in such cases. After which, the
king entered the gates, four of the principal inhabitants holding a
canopy over his head,—and thus the king rode through streets hung
with tapestry, and in some places covered over, canopy-like, amidst
the shouts of the people, unto the great church of St Peter, where he
dismounted at the porch, to offer up his thanksgivings. He thence
went to his lodgings, at the house of one of the burghers of the town,
and remained there some days to settle with his lieutenant-general
and ministers the future government and police of the place.
The lord de Croy, sir John de Croy his brother, and the lord d'Arsy,
came to the king while at Caen, on an embassy from the duke of
Burgundy, to treat of a marriage with one of the king's daughters and
the lord Charles, son to the duke, and on other weighty matters with
which they were charged.
On this same 6th of July, the town of Falaise was besieged by Poton
de Saintrailles, bailiff of Berry. He was joined on the Monday by
Master John Bureau, treasurer of France, with the franc archers, to
serve the artillery, of which he was grand master. When the English
heard of his approach, they sallied out and sharply attacked him; but
he defended himself and his artillery well until the lord de Saintrailles
came to his assistance,—and the English were repulsed to the
gates.
The king left Caen to attend this siege, and halted at an abbey called
St Andrew's, within a league of Falaise. The king of Sicily, the duke
of Calabria, the counts of Maine, of St Pol, of Tancarville, the
viscount of Loumaigne, and others, were with him. The town was
now surrounded on all sides; but as the king had a greater body of
chivalry than necessary for the gaining such a place, the counts of
Richemont and of Clermont were ordered to besiege Cherbourg.
The garrison in Falaise consisted of fifteen hundred English, the very
best of that nation that now remained in Normandy, under the
command of two english gentlemen, named Andrew Troslet[101] and
Thomas Cathon[102], lieutenants to the governor the lord Talbot.
When they saw the multitude of men at arms, archers, and cross-
bowmen, that were drawn up before them, they demanded a parley
with the count de Dunois, who, by the king's orders, sent them
passports, that they might explain what they required. They met on
the 10th, and asked to capitulate, which the king granted; when they
appointed the 22nd day of July to surrender the place, unless they
should, before that day, receive reinforcements to enable them to
offer battle,—and on condition that the lord Talbot, who was their
governor for the king of England, and who at that moment was the
king of France's prisoner in the castle of Dreux, should be set at
liberty, on making certain promises to the king of France.
A truce was now proclaimed, to last from the 10th to the 22nd, and
twelve hostages were delivered for its observance. The English were
to march away with arms and baggage, in safety, for England, in
case they should not be relieved on the day appointed. As no
succours came to them they departed, according to the tenour of the
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