Diploma in Luxury Sales

Three Month Professional Luxury Diploma 

24 Expert Online Lessons

Two lessons available weekly, delivered online by a renowned luxury expert.

Live Tutor Sessions

A live session with our tutor once per week to answer questions and get advice.

Suitable Industries

Luxury Automotive, Luxury Retail, Luxury Hospitality, Luxury Property

24 Masterclass Lessons

Two new Expert Masterclass Lessons are released each week and cover a different element of the curriculum.

This systematic approach to releasing subject matter allows you to reacquaint yourself with the learning process, absorb lessons in a manageable way and put your new learning into practise.

Live Mentor Session

A live mentoring session is included on a one-to-one basis with your tutor.

This is an excellent opportunity for you to discuss your ambitions and career development with a luxury expert and get advice and guidance on how to succeed in the luxury industry.

Live Tutor Q&A Sessions

Live tutor question and answer sessions are conducted throughout the course.

The live Q&A sessions are an excellent way for you to get answers and feedback on any aspect of the curriculum where you may need clarification or further explanations.

Polished, Professional & In Control

A Different Expectation

The process of selling luxury, any luxury product or service, is unequivocally in a class of its own. The luxury industry is a hyper-competitive multi-billion-dollar market and any edge sales professionals can use to improve their skills and increase their visibility can offer a huge advantage.

There is a very different service expectation for buyers of high-end luxury products or services. They’re not measuring the service of what a sales professional delivers based on the performance of other sales people in non-luxury markets. Instead their expectations are based on their experiences with the absolute best providers of luxury goods and services worldwide.

The high net worth client is going to make their decision based on how you as a sales professional compare to the service they have received from the very best luxury providers across the world. The high net worth clients who inhabit the luxury industry are well travelled, very experienced and exposed to the best luxury ambassadors across the globe.

Luxury is about Selling a Lifestyle

Luxury is not about selling a product or a service, regardless of what it is. It’s about selling a lifestyle. Whether it’s a luxury property, a luxury car, a private jet or a super yacht, it’s important that luxury sales professionals understand that the financial considerations of high net worth clients are different from the financial considerations of average buyers.

The thing you absolutely have to understand is that you are selling a lifestyle, whether it’s provenance or exclusivity, or innovation or a fabulous piece of jewellery, selling is storytelling. You have to tell stories in a compelling way to secure the sale. You must intimately understand luxury, in fact, you must speak The Language of Luxury

Luxury Career Options

The luxury industry is a diverse and exciting industry to work in.  The career options and the opportunity for advancement are almost endless.  Luxury is also one of the few careers where your skills and knowledge are transferable across countries and market segments.  

You might start your career in luxury automotive sales but choose to change to luxury fashion or retail.  This means that the opportunity to travel and utilise your skills and knowledge abroad is a very realistic option.  Some options might include:

  • Luxury Retail
  • Luxury Hospitality
  • Luxury Property
  • Luxury Automotive
  • Private Yachts & Private Jets
  • Luxury Fashion & Jewellery

Diploma Segments

Academic Segment

  • 24 Masterclasses
  • 2 Masterclasses Per Week
  • 12 Week Duration
  • 12 Live Tutor Q&A Sessions
  • Approx 50 Hours of Study
  • Tutor Graded Project

One-to-one mentoring 

  • One-to-One Mentoring Session at the end of your diploma to discuss your career and ongoing success.

Course Curriculum

Month One

  • Creating Great First Impressions
  • Making Small Talk
  • Linking Sales and Customer Service
  • Customer Motivation
  • Defining Customer Needs
  • Creating Sales Opportunities
  • The Language of Influence
  • Non-Verbal Communication

Month Two

  • Communication Principles
  • Handling Objections
  • Dealing with Difficult Customers
  • After Sales & Follow Up
  • Understanding Negotiation
  • Identifying Potential Negotiations
  • The Structure of Negotiations
  • Planning a Negotiation

Month Three

  • The Art of Storytelling
  • Laying the Foundations for Negotiation
  • Closing a Negotiation and Sale
  • Defining High Net Worth Individuals
  • The Language of Luxury
  • Defining your Personal Brand
  • One-to-One Mentoring Sessions

Paul Russell

Managing Director  – Luxury Academy London

Learn more about Paul at:  www.lux.ac/pr

Course Tutor

Paul Russell is an international luxury trainer and speaker with approaching 20 years of experience working with some of the world’s most recognisable international brands and companies.

Paul is co-founder and managing director of Luxury Academy London which specialises in luxury skills development across the world.

Paul was born and spent his formative years in Mumbai India where he was privately educated by a team of three international tutors until 12 year of age. At twelve he was sent to England to complete his education and A-Levels at boarding school.

Paul holds a BSc, MSc and Doctorate in Workplace Psychology.

Paul regularly features in the media and has been interviewed by Sky, BBC, ITV, Times of London, Daily Mail, Entrepreneur Magazine, Family Office Magazine and Luxurious Magazine.

A Career in Luxury

With people’s growing romance with luxury, more and more professionals are choosing careers in the luxury sector. It offers the gratification of being associated with something they and their peers aspire to.
The reason many people today want to work in the luxury industry is the perks that are being offered.

What is a luxury environment?

If you are working in a luxury environment, you are expected to provide a unique ambiance and atmosphere, reflecting and reinforcing the values of the brand.
You have to be competitive enough to offer an exceptional and unparalleled experience in which consumers develop long-lasting and emotional ties and relationships with your brand.

What do I need for a Career in Luxury?

You need to have presence, demonstrate resilience and show a real passion for maintaining high standards. You’ll also need incredible attention to detail.

The primary skills luxury employers look for are:

  • Deep knowledge and understanding of trends
  • Vested interest in luxury and luxury lifestyles
  • Excellent communication skills
  • Well informed about the brand you represent
  • The ability to inspire trust and confidence
  • Passion to create unforgettable experiences
  • The ability to build and nurture long-term relationships

Pay scale

The average starting yearly salary for a luxury sales associate, depending on the country you work in, is usually around £24,000 plus commission in Europe, $40,000 plus commission in the USA and Rs.3 Lakhs plus commission in India.
Commission rates can vary from segment to segment and from city to city but are normally generous because of the retail value of the high ticket items being sold.

A luxury professional is always expected to embody both their brand and luxury itself. This is expected even when out socialising or on social media, you are always representing and selling your brand.

It can be both daunting and exciting to know that you are representing an iconic luxury brand. But the rewards and career growth are second to none.
Remember though that behind all the glamour, there are long working hours and sometimes a very hectic travel schedule.

Application Process & Intake Dates

Application Process

  • Complete Formal Place Application
  • Receive Application Interview Date
  • Application Interview with Diploma Tutor
  • Interview Outcome Result
  • Diploma Place Offer
  • Start Date Advised

Intake Dates

  • Monday June 24th 2019
  • 25 Places
  • Monday September 02nd 2019
  • 25 Places


Do I get a certificate?

Yes.  Once you pass all elements of the course with a 100% attendance rate, together with an 80% pass rate, you will be awarded a diploma from Luxury Academy London

Can participants message the Tutor?

Yes you can.  Throughout the entire duration of the diploma, students will be given access to the tutor


Live tutor Q&A sessions take place weekly on a Friday evening.  There are 12 live tutor Q&A sessions throughout the duration of the diploma course.

Is there an an admissions interview?

Yes there is.  You will be interviewed by the programme tutor to ensure you are a suitable fit to participate in the diploma course.

Luxury is a competitive industry and we must ensure that any students we place with our luxury clients fit the profile for success within the luxury market.

How long is the one-to-one mentor session?

Mentoring sessions last as long as is required to answer your questions, give you advice and ensure you understand your next steps.  There is no time limit on a mentoring session, this is determined by the tutor directly based on your own individual needs.

What is the class language?

Classes are conducted in English and a fluent command of written and spoken English is required for all work experience placements.  Students will be required to demonstrate language competency at interview stage.

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Course Fee

One Payment

12 Week Diploma - Luxury Sales
£ 975 Single Payment
  • 24 Masterclasses
  • 12 Live Tutor Q&A Sessions
  • 1 Live Career Mentor Session
  • Luxury Academy Diploma

3 x Installments

12 Week Diploma - Luxury Sales
£ 325 Per Month
  • 24 Masterclasses
  • 12 Live Q&A Sessions
  • 1 Live Career Mentor Session
  • Luxury Academy Diploma
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