SALES SCRIPT
ARRIVAL OF TOUR GROUPS
Notification: When a group arrives, use the walkie-talkie to notify the shop inside.
Approach: As soon as the vehicle drops off guests, quickly approach the Tour Guide
(TG) to ask:
o Language: If English, handle it yourself. If another language, ask the TG for
support.
o Duration: Ask how long the group will stay. Allocate time reasonably: maximum
5 minutes at the Ancient Villa, the rest of the time leading them into the shop.
Multiple Groups: If 2-3 groups arrive at once, hand brochures to the TGs or security
guards to distribute (each TG gets a different color brochure to avoid mixing up guests).
Restroom: Point out the direction of the WC if requested (point only, do not leave your
position).
INTRODUCTION & PROCESS
Time Control: Limit the lacquerware creation process explanation to a maximum of 5-7
minutes at the ancient villa.
Key Goal: Whether a sale is made depends on this stage; customers must understand
how a lacquer product is created—it is very elaborate and made entirely by hand.
(At the Process Board)
History: "Hello everyone, welcome to Tây Sơn Crafts Lacquerware - a place that
preserves one of the oldest craft traditions in Asia".
o Lacquerware has a history of over 2500 years in Vietnam; originally, it was used
only for the royal family and not circulated externally.
o (Point to the royal painting above the process board) It was only after the feudal
regime ended that this technique was widely disseminated.
TRADITIONAL LACQUER PRODUCTION PROCESS
Timeframe: A finished piece often takes from 4 weeks to several months, or even years,
depending on complexity and size. All steps are done BY HAND.
1. Creating the Base (Tạo Vóc)
Materials: Wood, medical fabric, bamboo, paper, etc..
Treatment: Processed very skillfully, requiring experience to prevent termites and
surface warping.
Main Material: The resin of the lacquer tree ("Sơn ta")—which only grows in Northern
Vietnam. It must be harvested early in the morning before sunrise (to avoid evaporation).
Layering: The base alone requires coating with 9 layers of lacquer and 2 layers of fabric
(each lacquer layer must dry in a cool, shaded place for 24 hours).
2. Basic Techniques
Inlay (Mother-of-Pearl/Eggshell) / Painting / Gold or Silver Leaf Gilding.
This is the stage that creates the content and soul of the artwork.
A. Mother-of-Pearl Inlay (Cẩn Ốc)
Process:
o Cut shells into shapes according to the layout (100% hand-cut).
o Glue shells onto the painting (at this point, the shell "roots" are still visible).
o "Hom": Cover with multiple thick layers of lacquer to fill the shell roots. Then
Grind - Cover - Grind - Cover continuously until the surface is absolutely flat.
When the shell achieves the desired flatness and light, the artisan begins detailing.
Finally, polish with rosin, beeswax, or coconut oil.
B. Eggshell Inlay (Cẩn Trứng)
Basically, the process is similar to the Mother-of-Pearl technique.
Uses hatched duck eggshells, processed and sorted by size to create different details and
shades.
(Point to the wall hanging with the painting of the girl in Ao Dai) .
C. Gold & Silver Gilding
Uses gold leaf containing about 1-2% real gold to create a luxurious highlight for the
work.
(Point to vases and gilded paintings at the process board) .
D. Lacquer Painting
Artists use special lacquer paint to draw.
After painting, it must be covered with lacquer again, then sanded until the color layers
emerge smooth and clear without losing details.
3. Finishing - Polishing
The entire process before the polishing step may be repeated dozens of times. If the
product does not meet quality standards, the artisan must return to the previous step to fix
it.
DEMONSTRATION AREA (KHU BIỂU DIỄN)
"Now, I invite everyone to step into the direct production area:"
Mixing & Sanding Area:
Artisan demonstrates the sanding technique.
Let customers touch the product at the "Hom" (priming/filling) stage.
Let customers touch each type of sandpaper—the fineness is very high, completely
different from the wall sandpaper most people know.
This helps customers feel the effort required to create a lacquer product.
Mother-of-Pearl Inlay Area:
Materials: Shells, clam shells, abalone—sourced from Vietnamese fishing villages.
Selected shells are 3 to 5 years old, perfect for reflecting brilliant natural light.
Artisan demonstrates shaping and hand-sawing according to the patterns used in the
artwork.
(Point and explain the painting hanging behind the Shell Artisan—all shaping done by
hand, took 6 months to execute) .
Eggshell Inlay Area:
Here, artisans use hatched duck eggshells, toasted to create color transitions as desired,
and broken into various sizes.
(Point and explain the painting hanging behind the Eggshell Artisan—details made from
eggshells) .
Gilding & Painting Area:
This is where traditional techniques combine with modern creative art.
Gold and silver leaves are so thin that a single breath could blow them away; they are
skillfully gilded to create a noble light for the painting.
Some works are further painted with special colors, then Covered - Sanded - Covered -
Sanded multiple times so the image emerges transparent and vivid.
(Point and explain the painting hanging behind the artisan) .
Special Painting Area:
"This is one of the last remaining paintings in Vietnam executed using the 'Khắc Trụng'
technique (carving to reveal the fabric fibers beneath the base layer; shallow carving
won't show it, deep carving cuts the fabric)."
Price: 1 Billion VND (only answer if asked).
This area displays paintings of lost lacquer techniques.
There are no successors for this technique; those with the skills have all passed away.
"Once this painting is sold, there will be no others like it here".
That is the value of a unique piece (one-of-a-kind), where each work carries the distinct
mark of the artisan and time.
GUIDING INTO THE SHOP
Walk past the Picasso area: Briefly introduce that Vietnamese lacquer is also influenced
by international culture.
The opposite corner is the Traditional Lacquer corner from the EARLY DAYS of
Vietnamese lacquer.
Crucial Narrative: "Currently, the Vietnamese Lacquer industry is in decline; very few
people still work in this field".
Call to Action: "Next, I invite everyone to the store for shopping. Every dollar you spend
at the store helps save the Vietnamese lacquer industry". (This sentence must be said!).
SALES SUPPORT
Shopping Bags: Right at the door, hand each person a bag and state clearly: "This is a
SHOPPING BAG, made from grass ('grass bag'), a traditional Vietnamese bag".
o If customer refuses: Tell them to just hold it to feel the texture.
o If customer refuses a 2nd time: OK.
Consulting: Keep a certain distance to avoid annoyance, but remain subtle enough to
observe and assist. If a customer stops long enough at a product, consult further:
production time, technique used, meaning of the image (Crane? Deer? Lotus?
Countryside? "Horses arriving means success"? "Fisherman-Woodcutter-Farmer-
Shepherd"? "South-Central-North-Highlands"?) and materials used.
Checkout: After payment, immediately return to the packaging counter to pack for the
customer as fast as possible.
Handover: Check bill -> Confirm Correct/Sufficient -> Stamp "DELIVERED" -> Insert
company name card.
Waiting: While packaging, to prevent boredom, ask if they want the "CHECK IN
HCM" stamp. If "yes," stamp it for them.
Thank you and see you again.
SALES SCRIPT FOR WALK-IN CUSTOMERS (DIRECT ENTRY)
Inquiry: Ask if the customer knows anything about Vietnamese lacquerware yet.
If No: Speak quickly: "Vietnamese lacquer has a history of over 2500 years, made
entirely by hand. Each product takes 6 weeks to 6 months to complete ONE PRODUCT".
o Point to a few symbolic product types: Eggshell, Shell, Painting, Silver Gilding.
o During support, look for opportunities to explain techniques.
If Yes: Observe and look for opportunities to talk about techniques and execution time.
Sales Support:
o Hand out "Grass Shopping Bag" at the door. (Refusal protocol same as above:
Insist once, accept twice) .
o Maintain distance but observe to consult on meanings and materials when they
stop at a product.
o Checkout: Pack immediately. Confirm bill -> Stamp "DELIVERED" -> Insert
name card.
o Offer "CHECK IN HCM" stamp while waiting.
Thank you and see you again.
Note: EVEN IF CUSTOMERS DO NOT BUY, STILL GIVE THEM A NAME CARD!