Selling to High Net Worth Clients

Duration

Three Days
Classroom style training, onsite at client location for upto 20 staff members.

Overview

Understanding the psychology of the luxury buyer and learning to implement tools and strategies to sell to this demanding consumer.

Suitability

Luxury Sales Executives, Managers and Directors

As a luxury expert you need to incorporate specific psychological aspects to create a loyal customer that keeps coming back to you time and again, but more importantly; also refers your company to their contacts.

Paul Russell

Co-founder - Luxury Academy London

The Psychology of Luxury

Psychology is one of the main components selling to high net worth clients. Within luxury there is an emphasis on customer loyalty, repeat business and customer referral, all of which are responsible for most sales and the long term profitability of any luxury business.

As luxury experts, your sales ambassadors need to incorporate specific psychological aspects to create a loyal customer that keeps coming back to you time and again, but more importantly; also refers your company to their contacts.

Selling to high net worth clients introduces traditional (influence-based) and modern (facilitation and consultative based) selling techniques and prepares the participants for a variety of sales environments from customer facing selling in the clients homes to sophisticated business-to-business corporate sales involving large projects.

Networking in Luxury

Whatever your luxury product or luxury service, it is important that your ambassadors are able to master the art of networking. Networking allows them to remain in the loop, stay informed of future developments that are not yet made public and to capitalise on people’s knowledge and expertise.

Networking is an art and requires a systematic approach. It is imperative to first identify what gain is required from any form of networking. Learning how to allocate resources, which people to focus on and where to find new contacts is the foundation on which all successful affuent networking is built.

Before attending networking sessions, your ambassadors will need to know how to present themselves using a carefully crafted but casually delivered personal pitch. The aim is to create a positive and memorable impression on the people.

Engaging with High Net Worth Clients

Presenting Luxury

As luxury experts, it is imperative that participants are able to deliver interesting, effective and memorable presentations. The main objective as a presenter of a luxury service or product is to deliver a message, a story and narrative. The presentation is the pitch.

To deliver that pitch perfectly, luxury experts need to borrow from a variety of fields; psychology, art & design, IT, politics and of course their own domain which is the subject of the presentation.

The course teaches participants to overcome bad habits accumulated over time and helps more experienced presenters to master their presenting style through hands-on exercises, so they can leverage their current experience to polish their presentations and deliver outstanding client presentations.

High Performers Need A Personal Brand

Today, with the breath-taking advances in technology, we are more connected than ever before. There is also a lot more competition and people all over the planet are competing with one another to provide luxury products and bespoke services. In such a competitive market, what comes to define a sales ambassadors output is their own personal brand. Much like branding being a crucial part of a company’s marketing strategy, personal branding is just as important for high performing luxury sales experts.

Many think of personal branding as something for those working in the creative industry such as actors, singers or musicians. In reality, personal branding is essential for everyone. To get better results and succeed, ambassadors need to be able to popularise their ideas and become well-known within their sphere. Personal branding helps participants build their image and spread their ideas.

Course Outline

Day One

  • Why People Buy?
  • Sales Framework
  • Sales Strategies
  • Using Psychology
  • Structure a Sales Pitch
  • Modern Luxury Approaches

Day Two

  • Six Stages Of Networking
  • Networking Goals
  • Building a Luxury Network
  • The Luxury Elevator Pitch
  • Handling Social Discomfort
  • Finding Affluent Contacts

Day Three

  • Presenting Luxury
  • Approaching the Presentation
  • Preparing to Present
  • Structuring the Presentation
  • Delivering with Confidence
  • Controlling the Environment
" I learnt more in a day about my presentation skills than I've learned in the last five years as a sales manager. "
Joe Topping
Sales manager - Super Yachts

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