WANT TO TRY LIVE SELLING? HERE’S HOW
It all comes down to trust and entertainment—but don’t overthink
Live selling may seem daunting because, well, it’s live and it’s online. But it shouldn’t be.
Grant Gentolia, marketing manager of Luxe In and one of the hosts of the luxury retailer’s e-commerce live streaming sessions, said that it’s important not to overthink it.
Lifestyle asked Gentolia and Mary Shayne Castrillo of S and C Luxuries Online Store for tips and advice for entrepreneurs who are considering this strategy to up their sales.
Here’s their advice:
1. Keep the audience entertained. Gentolia said that when it comes to live selling, it all comes down to trust and entertainment.
“The items that we are selling, and even with other sellers, these are the same brands, the same models, same units, so sometimes, on top of the trust that is already built, it all boils down to how entertaining or how easy on the eyes your video is,” he said.
Castrillo agreed, saying that sellers should be chirpy throughout the broadcast to keep the audience engaged.
“In my position, I want to watch someone who is very authentic, someone who is very honest, someone who can show her personality on screen,” she added.
2. Make your items appealing. Castrillo, who sells designer bags and leather goods that cost from P10,000 to P500,000, said it’s important to display her inventory properly during the session.
“How we design it needs to be appealing for the people who are watching. We can’t just dump the bags in the background. We really have to make sure that all items that we sell are curated. At the same time, we select the pieces that we will be live selling for the weekend,” she said.
3. Build a network. A lot of live sellers like Castrillo run their business entirely online, so having a steady following is part of the shop’s brand.
4. Come prepared. Gentolia said that their viewers are knowledgeable of the wares showcased during live shopping sessions, so sellers should be ready as well.
“They would know if you’re just there to read. But if they know that you are someone to trust, then it comes naturally that you get viewership as well,” he added.
5. Establish trust. There are a lot of scammers online so it’s important for sellers— luxury retailers or not—to build the trust of their clientele. Luckily for Luxe In, they have a brick-and-mortar store where clients can visit and take a closer look at the goods. Buyers also get to meet the live sellers at the showroom. That and they source most of their wares from their sister company, PawnHero, where appraisers can spot fake items.
But for online-only shops like S and C, establishing trust comes with connecting with clients on a personal level and being real with them. Castrillo said the job requires a lot of passion and interaction with clients.
“It’s not like you turn on your camera and you go live and they will like you,” she said.