Luxury Ambassador Programme

Course: Luxury Ambassador Programme
Duration: Two Days
Location: Onsite at client location
Class Size: 8-20

Luxury service is different, and the skills required by your staff are also different. Affluent and wealthy customers have high expectations for the service they receive and base their decisions on emotion and engagement.

However once engaged, the affluent customer can become one of the most loyal clients your business can attract.

Key Learning
  • Turn every contact into a positive experience.
  • Build engaging long-term relationships
  • Enhance customer loyalty.
  • Connect emotionally with affluent customers
  • Discover and exceed customer expectations.
  • Personalise each customer interaction.
  • Learn the art of observation.
  • Build a relationship of trust with the customer
  • Stop being a service associate and become an Ambassador.

Creating unforgettable experiences

Designed for Luxury Professionals

The world of luxury is a world unto itself, and training on the concepts, procedures, and techniques that govern it are scarce. Luxury Academy’s Ambassador Programme is different; it is delivered by trainers who inherently understand the affluent consumer, their psyche, needs and desires rather than by sales people or past employees of luxury brands.

Additionally, it is specifically designed for professionals in the luxury sector.  The course covers everything that a Luxury Ambassador needs to represent their brand effectively.

Learning Overview

Relationships & Engagement

The relationship between the luxury business and the affluent customer is a step beyond the usual service encounter; every customer brings expectations to the business in terms of the service they will receive, but the luxury customers’ expectations are considerably higher.

Not only this, but each service interaction adds another layer to the quality perceptions the customer holds of your brand; whether those perceptions are positive or negative will depend upon the service received.

Personalised & Bespoke

For luxury businesses, the answer is to deliver a more personalised, bespoke experience, and with this comes an unprecedented opportunity for relationship growth and development.

In the Ambassador Programme, we will guide your team to explore the components which make up luxury service. The universe of the luxury business is no place for traditional training tactics, the Ambassador Programme offers practical strategies for connecting with customers.

Associate to Ambassador

The luxury business requires not service associates, but Ambassadors, experts who represent your business with distinction. Like their diplomatic counterparts, Ambassadors of luxury understand how to connect with different customers by discovering their unique desires.

This skill requires passion, perseverance, empathy, daring, and curiosity. Through personalised, bespoke service each and every time, Ambassadors build trust, loyalty, and lasting relationships.

Understanding Luxury

Many of our staff company from a completely different world to their customers and clients and this can make it difficult and challenging to understand their needs and desires.

Luxury can mean different things to different people.  What luxury might mean to the luxury Ambassador may not be what it means to your customer.

Grooming & Image

We live in an image conscious world.  How we present ourselves and what we wear are vitally important. Luxury consumers are exceptionally image conscious.

We spend huge amounts of money ensuring our branding is right, our websites are impeccable and our business areas are immaculate, but this work can all be destroyed by a staff member who doesn’t match the image of your brand.

Perfect First Impressions

First impressions are vital as they form the basis of others’ opinions of you. This module covers the basics for ensuring positive first impressions.

A first impression is created in seconds but a negative first impression can take years to overcome. First impressions can be created by appearance, speech or even by the smallest gesture.

Body Language

Positive communication coupled with positive body language helps to gain the trust of others.  The smallest gesture, the slightest head tilt, the merest nod all communicate louder than the words we say.

Understanding our own body language is important, but understanding the body language of the luxury customer is vital.  It forms the very foundation of our relationships with them.

Poise & Movement

How you walk, sit and move tells a lot about you.  We can look the part, sound the part and even act the part but if we don’t carry ourselves properly, the entire act lacks authenticity.

Understanding how we enter and exit, how we walk and stride, how we stand and how we move are all vital skills for a luxury ambassador to possess.

Handling Complaints

Good sales people have the best answers but luxury ambassadors know how to ask the best questions to overcome and convert customer challenges into positive experiences.

Even with the best intentions and the strongest will, sometimes things go wrong.  How we handle it and how we deal with it is the difference between good staff member and a luxury ambassador.

Language of Luxury

The language of luxury is different, it has its own vocabulary and nuances.  If you don’t speak the language, an imperceptible barrier exists.

Our customers and clients speak the language of luxury, their lives are immersed in it.  If our staff don’t speak and understand the same language they’re at a distinct disadvantage.


Learning the art of storytelling teaches ambassadors how to engage with high net worth clients. Everyone reacts to stories and luxury customers are no different.

Weaving a tale instead of just selling the benefits, especially when we put the customer in the centre of the story, creates long-term customers for life.

Module Breakdown
  • History of Luxury
  • Luxury Through the Ages
  • Luxury Changes from Country to Country
  • I Live and Breathe Luxury
  • Business Card Etiquette
  • Arrivals & First Impression
  • First Impressions are Everything
  • Grooming & Image
  • Hair Make-up & Tattoos
  • Jewellery & Accessories
  • Body Language
  • Understanding Non-verbal Communication
  • Body Language Signals
  • Reading Facial Expressions
  • The Communications Framework
  • Handcrafting Experiences
  • Personalising Vs Handcrafting
  • Listening Skills
  • Listening Vs Hearing
  • Going the Extra Mile
  • Treat All Customers Equally
  • The Art of Small Talk
  • The Small Talk Formula
  • Small Talk Failures
  • Observation Skills
  • Observation Vs Seeing
  • Luxury Brand Knowledge
  • Luxury Brand Pronunciation
  • High Net Worth Individuals
  • Understanding HNWI’s
  • Categories of Wealth
  • Common Characteristics of HNWI’s
  • Making & Keeping Commitments
  • The Language of Luxury
  • Tone, Pitch & Volume
  • The Art of Storytelling
  • Unexpected Delights
  • How to Delight Clients
  • Building Relationships

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