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.