Luxury Sales Force Management

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Strategies for winning over your brand ambassadors

Luxury Sales Force Management examines the strategies that allow managers from all industry sectors in which selling is vital, including luxury, to win their sales team's hearts and minds, enabling higher sales performance.

Based on new research into premium and luxury sales teams worldwide, involving over 600 interviews with managers and salespeople from 50 companies including Cartier, Prada, L'Oréal, Sephora, and Hermès, Michaela Merk uniquely explores how salespeople develop a relationship with the brands that they sell, how these relationships can be characterized, and what top management should do to strengthen them. In addition, she identified, how future brand ambassadors can be identified during the recruitment process in order to find and bind the most engaged talents.

Featuring easy-to-use checklists, models and frameworks, as well as an exploration of the digital revolution and the challenges that it poses to salespeople, this is the ultimate, practical guide for managers to develop their sales force into true brand ambassadors.


One of the first books to focus on strengthening the bond between the sales team and the brand.

Based on 4 years of research in which over 600 salespeople and top managers in the luxury industry were interviewed.

Contains 18 management strategies aimed at reinforcing the five key emotional facets that help build strong ties between a brand and its sales force

Contains easy-to-use checklists, models and frameworks that can be applied in any company

Illustrated by 150 quotes from salespeople and managers of over 50 premium and luxury brands, such as Cartier, Prada, Fendi and Hermès.

Features innovative graphics and humorous illustrations, drawn by well-known cartoonist Albert Dessinateur




Dr. Michaela Merk is an international marketing and retail expert and CEO of MERK VISION & Partners, a global consultancy and training agency for brands and retailers in the luxury, cosmetics and fashion sectors. She has held top management positions with international responsibility at corporations such as L'Oréal, Estée Lauder Companies and Marionnaud. In these functions she managed and coordinated hundreds of salespeople.

Using her broad experience in online and offline marketing from brand building, retailing to top management, she advises and trains international companies worldwide such as L’Oréal, Lacoste, Hermès, Shanghai Jahwa Group (China) and has worked with BCG, Roland Berger, and Bain and Company. She gives seminars and lectures at conferences and events worldwide and teaches at business schools in Europe, Middle East and Asia (including ESSEC, Sorbonne, Institute of Fashion (IFM), Sup de Luxe, Beida and East China Normal University). Dr. Michaela Merk is associate professor in management at the leading University Paris Dauphine and member of the research laboratory “Brand and Values” at Sorbonne Graduate Business School, where she also accomplished her PhD in association with HEC business school. The leading speakers agency ‘Speakers Excellence’ counts her among the top 100 trainers in Europe.

A series of keynote speeches as well as trainings have been developed based on this book. Their purpose is to help retail, marketing, human ressources or training directors discover the most efficient methods of transforming employees including sales teams into true brand ambassadors.

Interactive training methods will allow participants to apply the proposed methods and strategies to your own company or brand.

In order to discover the trainings brochure, click here.


“I strongly recommend this book to professionals and future professionals across all industry sectors because it reflects the reality of business, that selling is vital. Without salespeople there is no turnover and no company can survive.”

—Michel Guten, Sup de Luxe President, Vice President Comité Champs Elysées, former Vice President of Cartier

“This striking book, written with passion, is compulsory for all managers and salespeople. It is truly inspiring! A real practical tool for managing more efficiently, illustrated within one of the most demanding industry sectors – the luxury industry – but still relevant for all!”

—Arnaud de la Grange, International Chief Editor, Le Figaro

 “Is managing a luxury brand any different and if so, in what ways? Based on the author’s solid experience, engaged observation, endless curiosity and open mindset, Michaela Merk generously shares the recipes for success, acknowledging the human dimension as the most essential component for success in the luxury industry.”

—Roselyne Lecuyer, Program Development Director, HR Learning International, L’Oreal Luxe

“No brand can sustain or develop in the long run without a strong sales force willing to fight for the brand… The salespeople who love their brand will do everything they can to put it on the winning podium.”

—Alain Dominique Perrin, Non-Executive Director at Richemont Group, former President of Cartier International, President of EFMD (European Foundation for Management Development) and President of EDC (École des Dirigeants et Créateurs d’Entreprises)



For the launch of her book, Luxury Sales Force Management, Michaela Merk organized an event for managers, the press and contributors to the book at Institut Francais de la Mode. She presented some key findings of the 600 interviews she had conducted during the last 4 years among 50 luxury brands, followed by a podium discussion. It reflected the vision of managers and salespeople from the fashion, cosmetics and watches industry with concrete examples of L'Oréal, Tag Heuer, Longchamp and Demandware.

Watch the event video

Watch the event photo gallery

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2014/04/10 Publication Event Club ESSEC Luxe at Fauchon Café Paris

The Club ESSEC Luxe invited Michaela Merk to present the key findings of her book Luxury Sales Force Management at the delicious location of Fauchon Café in Paris.

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