Lessons From The World Of Luxury In Selling High Quality Goods And Services To

In the realm of luxury, selling high quality goods and services goes beyond the typical sales tactics employed in other industries. Luxury brands have spent decades perfecting their strategies to cater to a specific clientele who are willing to pay a premium for exceptional products and experiences. From the impeccable craftsmanship to the personalized customer service, here are some essential lessons that can be learned from the world of luxury when it comes to selling high quality goods and services.

1. Focus on Exclusivity and Rarity

A key element of luxury is the sense of exclusivity that comes with owning or experiencing something rare. Luxury brands understand the importance of limited availability, whether it's a limited edition product or offering experiences that are hard to come by. By creating a sense of scarcity, customers are more likely to perceive higher value in what they are purchasing.

2. Emphasize Craftsmanship and Attention to Detail

In the luxury world, craftsmanship is held in high regard. Attention to detail and quality go hand in hand, as luxury brands invest significant time and resources into perfecting their products. From intricately hand-stitched leather in handbags to time-honored techniques in watchmaking, customers are willing to pay a premium for the expert craftsmanship and superior quality associated with luxury goods.

Luxury Selling: Lessons from the world of luxury in selling high quality goods and services to high value clients

by Francis Srun (1st ed. 2017 Edition, Kindle Edition)

4.3 out of 5

Language	:	English
File size	:	1332 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	258 pages

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3. Offer Personalized Customer Service

One of the defining characteristics of luxury brands is the exceptional level of customer service they provide. From dedicated personal shoppers to tailored experiences, luxury brands understand the importance of making customers feel valued and cared for. By going above and beyond to create personalized experiences, luxury brands cultivate long-term relationships with their customers, resulting in loyalty and repeat business.

4. Create a Compelling Brand Story

Luxury brands excel at crafting compelling brand stories that evoke emotions and aspirations. They understand that customers are not just purchasing a product; they are buying into a lifestyle, a sense of identity, and a desired image. By leveraging storytelling techniques, luxury brands engage customers on a deeper level, establishing an emotional connection that lasts beyond the purchase.

5. Maintain a Consistent and Cohesive Brand Image

Consistency is key when it comes to luxury branding. Luxury brands carefully curate their image across all touchpoints – from their physical stores to their online presence. Every aspect of the brand, from the packaging to the messaging, reflects the same level of luxury and sophistication, ensuring that customers have a seamless and cohesive experience. This consistency helps to reinforce the brand's positioning and identity in the minds of consumers.

6. Offer Value Beyond the Product

Luxury brands understand that their customers expect more than just a product – they want a complete experience. By going beyond the tangible and offering additional value, such as exclusive events, personalized recommendations, and access to experts, luxury brands enhance the overall customer experience. This added value further justifies the premium price tag and strengthens the perception of luxury.

7. Prioritize Sustainability and Ethical Practices

In today's world, sustainability and ethical practices are increasingly important to consumers, even in the luxury segment. Luxury brands have recognized this trend and are incorporating sustainability and ethical considerations into their operations. By championing these values, luxury brands attract conscious consumers who value both high quality products and responsible business practices.

The world of luxury offers valuable lessons for selling high quality goods and services. By prioritizing exclusivity, craftsmanship, personalized customer service, compelling brand stories, consistent brand imaging, added value, and sustainability, businesses can elevate their offerings and attract discerning customers willing to invest in exceptional experiences. By studying and implementing these lessons, you can take your products and services to new heights and meet the demands of a discerning market.

Luxury Selling: Lessons from the world of luxury in selling high quality goods and services to high value clients

by Francis Srun (1st ed. 2017 Edition, Kindle Edition)

4.3 out of 5

Language	:	English
File size	:	1332 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	258 pages

FREE

Srun shows how the psychology of luxury brands truly plays into high value customer motivations and unlocks the potential to understand their decision processes which are unlike that of any other customer.

Selling to very wealthy, demanding customers – whether you’re selling luxury products or high value bespoke professional services – is a very different process to selling anything else to anyone else.

Francis Srun has twenty years experience in the luxury industry, based in France, Switzerland, China and Hong Kong, most recently with Maison Boucheron.

The first step is learning how to physically embody “Luxury”. You need to look, speak, and move “Luxury”. The true luxury attitude is not submissive nor is it hauteur – it is gentle, generous and simply, truly human. Success comes from not just being professional but from building a genuinely luxury relationship with clients.

To do that you need to truly understand your client. High value customers today are younger, international in outlook and residence, and increasingly from Asia. Their buying motivation is always about self-affirmation and pleasure and never about money.

The luxury customer’s decision process is unlike that of other customers. While emotion is important when selling anything to anyone – with luxury selling it is paramount. Srun shows how the psychology of Brand, Product, Place, Price and Time all play a role in customer’s motivations.

Finally this book guides you step by step with concrete examples and useful techniques through the seven steps of luxury selling: be prepared to sell, welcome appropriately, listen genuinely, propose and present with style, meet objections with persuasion rather than refutation, conclude sharply and finally gain loyalty for a long term relationship.