Teams of 6 and above
This programme is not available to join on an individual basis


Three Day Programme. Suitable for up to 15 staff members


Rarely are luxury cars bought with the rational mind, they're nearly always bought emotionally


Customer facing staff at all levels, including supervisors and managers.

Influence in Luxury Sales

Luxury buyers are different

Your sales team need to understand who the wealthy are and why they should never refer to them as wealthy. Research shows that the majority are self-made, so there’s a lot of new money. Wealthy buyers prefer to be recognised as very successful.

Your sales team need to understand what the buyer is expecting and looking for in a luxury sales agent and what the expectations are for how they should be sold to. These insights are very important for a luxury car sales professional to know.

A different expectation

There is a very different service expectation for buyers of luxury cars. They’re not measuring the service of what a sales person delivers based on the performance of other car sales people. Instead their expectations are based on their experiences with the absolute best providers of luxury goods and services worldwide.

Your high net worth client is going to make their decision based on how your sales team compare to the service they have received from personal shoppers at Harrods in London or Galleries Lafayette in Paris. How does your sales experience compare to the service at the Ritz Carlton or the Mandarin Oriental?

Selling a lifestyle

Selling luxury cars is not about selling four wheels, 400 horsepower and a V8 engine. It’s about selling a lifestyle. Whether it’s a primary car, a second or third car, it’s important that sales professionals understand that there are financial considerations that are different from the financial considerations of average buyers.

The thing your team absolutely has to understand is that they are selling a lifestyle, whether it’s provenance or exclusivity, or innovation or fabulous comfort, selling is storytelling. You have to tell stories in a compelling way to secure and increase sales. Your team must intimately understand the world of luxury.

Selling as a luxury expert

The Selling Luxury Cars programme will guide your team to explore every component of luxury car sales, immersing them in the world of wealth so they can better understand how the affluent think and act, leading to an understanding of the critical factors that shape their automotive buying decisions.

The universe of luxury is no place for traditional hard-sell tactics, the Selling Luxury Cars programme offers proven, practical strategies for connecting with affluent buyers.

Rolls Royce

Course Outline

Luxury Sales Expert

Luxury Client

Luxury Behaviour

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