Selling to High Net Worth Clients

3 Day Sales Training for Luxury Property Sales Teams
Course Name: Selling Property to High Net Worth Clients
Duration: 3 Days
Locations: Available Worldwide
Suitability: Luxury Property Sales Executives and Managers
Helping sales teams sell luxury property

The process of selling luxury property is unequivocally in a class of its own. The luxury real estate market is a hyper-competitive multi-billion-dollar business and any edge sales ambassadors can use to improve their skills and increase their visibility can offer a huge advantage.

A different expectation

There is a very different service expectation for buyers of high-end luxury homes. They’re not measuring the service of what a real estate sales person delivers based on the performance of other property sales agents. Instead their expectations are based on their experiences with the absolute best providers of luxury goods and services worldwide, many of whom are already clients of Luxury Academy.

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 do your sales team compare to the service at the Ritz Carlton or the Mandarin Oriental?

Luxury is about selling a lifestyle

Luxury property is not about selling 5000 square feet, six bedrooms and 8 baths. It’s about selling lifestyle. Whether it’s a primary property, a second, third or fourth residence, or a portfolio play, it’s important that real estate professionals understand that there are financial considerations that are different from the financial considerations of average buyers.

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

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 property sales professional to know.

Fee Negotiations

Discounts for one-off training courses are not normally available.  Luxury Academy London specialise in understanding and training teams who work with the luxury and high net worth market.  Our training is unique and results driven and we work with some of the most recognisable luxury brands worldwide.

If you would like to book multiple training course for your teams, preferred rates are available.


Privacy and confidentiality is extremely important within the luxury and high net worth sector and because of the sensitive information we have access to, our clients invariably request that we sign confidentiality and non-disclosure agreements.

For this reason, we do not release the details of our clients.

Content and Key Learning
Course Overview

The Selling Luxury for Property Sales Teams is a 3-day intensive sales training course for sales teams who market and sell luxury properties with a value of over £500,000.  The course is broken down into three areas as follows:

  • Fundamentals of Luxury Selling
  • The Art of Negotiation
  • Social Skills, Presentation and Showing the property

Each course can accommodate up to 20 team members and runs from 10am until 5pm each day.

Please click on a tab on the left-hand side of the screen to view training content for each day.

Day One | Fundamentals of Luxury Selling

The core aim of day one is to provide your team with a set of tools that can be practicably used in their role as sales people selling to luxury and high net worth clients.

The skills provided in the first day are a collection of valuable methods of achieving sales. There are many tips and techniques that will give your team an insight so they can personally develop a successful approach along with enhancing their performance.




Areas Covered:

The 80:20 Rule – Why 20% of salespeople produce 80% of the business

The Perfect Salesperson –  What makes a perfect salesperson in the luxury market and how do the participants individually compare? An exercise which helps the participants appreciate that they need to develop further

Goal Setting – Why and how to set personal performance goals. Followed by an exercise on setting these goals

Build Trust – Developing trust and rapport with a high net worth client and understanding why this is crucial to their success.

Ask the Right Questions – Developing questioning skills and realising that it is often questions that will develop sales rather than a just a good pitch.

Engage the HNW Client – Understanding the lifestyle of a HNW client, serving them better and ensuring they perceive the value of the relationship

Be Specific – Adapting their approach to suit the individual client with an activity related to identifying the specific benefits to the client

Make Your Client Smarter – Realising that clients are now more willing to be educated on products and services and often have already researched prior to the sales conversation. How to deal with this with regards the participants specific products/service

Maximise Your Efficiency – Learning from missed sales and developing further skills to overcome this

Catch Yourself Doing It Right – You can learn from good approaches too!

Know Your Products – An in-depth look at specific products and how to educate themselves in order to maximise sales through product knowledge

Develop a Competitive Advantage – A series of questions that will put the participants one step ahead of the competition

Handle Objections – Identifying typical objections and preparing responses to them in order to practice until they are welcomed with open arms. Also includes set techniques to overcome objections

Ask for the Business – Ensuring the participants can spot buying signals and know how to respond to them in order to lead the prospect to close. Specific advice on closing questions

Follow Up After the Sale – Ensuring that the complete sales process is seamless and the participants understand their responsibilities with regard to creating an exceptional client experience.

Day Two | The Art of Negotiation

The second day explores your teams’ ability to negotiate effectively with high net worth clients and works at creating an understanding of just how important effective negotiation is as a skill for luxury industry sales people. It is also a skill that can easily be developed by understanding the process involved.

By adopting an approach where the parties work with each other, it is possible to reach outcomes that satisfy all. This positive approach to negotiation will help build business relationships that could last for years.

Areas Covered:

What is negotiation? – Examines the concept of negotiation and what we are trying to achieve.

Potential negotiations – Participants identify the potential negotiation opportunities constantly surrounding them.

Alternatives to Negotiation – Negotiation is not the only method of overcoming an impasse. We identify some of the alternatives and discuss when negotiation is the best approach.

Negotiating Structure – Participants often identify confidence as being the main barrier to effective negotiation. Once they are able to work with an effective structure they find that this barrier quickly disappears.

Planning – Helps participants to understand the importance of planning before entering into negotiations. We look at what is involved in effective planning. Participants are given a planning template which will provide a basis for preparing most of their negotiations.

Laying Foundations – This important stage of negotiation is often overlooked by inexperienced negotiators. Participants will learn to set up their discussion so that they do not move towards agreement prematurely.

Building – Helps participants to avoid surrendering their position without getting something in return.

Completing – Ensures that the negotiation is closed effectively so that both client and sales person leave committed to the agreed outcome.

Pine Furniture – An opportunity for participants to practice the processes covered during the course.

I now know – Participants review the session and exchange key learning points with each other. This consolidates the learning and helps them to identify points to add to their action plan and learning log.

Day Three | Personality Development

The final day is about putting the entire package together. It is impossible to sell luxury unless your team look and act the part. A finely polished team who understand the lifestyle of high net worth clients and are in a position to gain the clients trust will become a well-oiled, highly performing sales force.

Areas Covered:

Grooming, Presentation & Image – Understand how image and grooming impact engagement and trust factors of high net worth clients. What to wear, how to wear it and how to project the aura of luxury to your clients.

Body Language & Non-Verbal Communication – Understanding the impact that body language has on gaining or losing a potential client. Understanding client gestures, what they mean, and whether your team are displaying the correct signal to the client.

The Language of Luxury – Luxury has a language all of its own, your clients speak it and understand it, it is imperative that your team speak the same language.

Conducting and Controlling a Client Viewing – One of the most important elements of the sales process is the client viewing, this is where your team will either succeed in gaining a new client or lose to another developer. The final part of the programme works with your team in the show home of your development to implement and structure a winning client viewing.

Comments from Past Attendees
By far one of the very best training I’ve ever attended. The trainer really knew his stuff and delivered it brilliantly.
Martin R, Luxury Realtor - San Francisco
Probably the first course I’ve ever been on where I wasn’t bored once the entire time.
Jessica S, Property Sales - New York
An amazing insight into luxury and wealthy clients.
Amanda Q, Sales Manager - London
Really so good, I liked everything
Rohit D, Sales Manager - Bangalore
First of all the trainer, he was so great and really kept the interest of the class for the whole time. Content was excellent, my favourite part was learning how to manage client viewings.
Devendra M, Marketing Manager - Delhi
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