By Virgil Benyayer
In The Courtesan’s BookBaldassare Castiglione evokes an essential virtue for the courtly man: sprezzatura. He defines it as a feigned nonchalance, a natural elegance that conceals effort and gives the impression that everything is easy.
In style, this attitude translates into negligé chic: a polished elegance that appears spontaneous. Marcello Mastroianni, for example, is the perfect embodiment of this nonchalant charm.
Transposed to the business world, sprezzatura becomes a soulful addition to the customer relationship. It’s no longer just about selling, but a subtle art that goes beyond the transactional.
In concrete terms, this means :
1. Special attention
An excellent welcome, a sincere word for a birthday or promotion, the celebration of a project… Simple gestures that make a lasting impression, while remaining professional.
2. The right commercial gesture
An appropriate discount, a relevant upgrade, an extended warranty, or even a free service. The important thing is that this gesture makes sense to the customer and enhances the relationship.
3. Anticipation rather than reaction
Instead of just responding to requests, the proactive salesperson anticipates needs:
All these actions transform the salesperson into a true advisor, providing the customer with relevant information.
Applied to sales, sprezzatura allows you to :
From a business point of view, sprezzatura refers to that extra touch of soul you bring to a customer or partner.
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