Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
Columns In today's challenging luxury reality, where many brands struggle to be relevant and create enough perceived value, sales becomes the critical enabler.
The 4E of luxury framework I have been publishing extensively about – Emotion, Exclusivity, Experience and Engagement – offers a comprehensive approach that can transform the way luxury brands connect with their discerning clientele. For instance, a client browsing a high-end watch collection may not be looking for a timepiece, but rather a symbol of personal achievement or a legacy to pass down to future generations. The emotional key here isn't about precision or craftsmanship – it's about legacy and personal significance.
The salesperson needs to weave a narrative that connects the brand's values with the client's lifestyle and aspirations. The Experience and Engagement elements of the 4E framework are crucial here, encouraging sales professionals to bring the brand story to life in a way that's relevant to each client.
Luxury sales teams should focus on regular training sessions that hone emotional intelligence and storytelling techniques. A robust clienteling system is essential for tracking preferences and personalizing experiences. The brands that succeed are those that recognize and leverage the emotional triggers of their clients. They are the ones who understand that the art of selling luxury is the profound and personal connection between brand and client.
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