The Importance of Emotional Connection in Luxury Brands

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Luxury Brands,Emotional Connection,Sales Process

Reflecting on the critical success factor between luxury brands and their clients, the article discusses the significance of emotional connection in the sales process. It highlights how understanding the luxury client's psyche can impact a brand's performance and desirability.

Coming back from a luxury masterclass with one of the world’s leading brands, I am reflecting on a critical success factor between brands and their best clients: the emotional connection . What divides the best brands in luxury from those lagging behind goes far beyond just product superiority, creativity or market presence. It is, at its core, a profound understanding — or lack thereof — of the luxury client's psyche during the sales process .

This understanding, or the absence of it, manifests in an organization's ability to clock in one all-time-high quarter after another or, conversely, to watch as their market share, revenue, profitability and desirability decline all at once.The journey to unlocking this emotional key is complex, as I am witnessing in almost every training, even with some of the most senior sales and marketing professionals in every corner of the world. As humans we have the tendency to describe a product by its feature

Luxury Brands Emotional Connection Sales Process Market Share Profitability


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