Transcription
Selling luxury is very much about creating an experience. High net worth clients hate salespeople, so typical High Street sales tactics where you may try to convince a person they need an item simply won't work.
I think it's helpful to remember it this way: a Supercar salesperson does not sell cars to rich people. Instead, they help a high net worth client acquire the right vehicle for their lifestyle. The two may sound similar, sell and acquire, but it's very different psychologically. A jeweler doesn't help someone buy a bespoke Cartier necklace. Instead, they help them own it.
The key here is that you must sound and act like an expert, not a salesperson. High net worth clients are surrounded by experts all day, every day.
Another way to sell luxury is to harness the power of exclusivity. As humans, we crave exclusivity, even in the most mundane things: priority check-ins or priority boarding at airports, Uber Black over Uber X, wheelie over Uber.