Published in 2009, Robin Lent and Geneviève Tour’s book Selling Luxury offers brands 88 imperatives to connecting with affluent customers, creating unique experiences through impeccable service, and closing the sale.
(Concerning hotels) If consumers have a bad check-in experience, they spend their stay confirming that the hotel is bad. If consumers have a good check-in experience, they spend their stay confirming that the hotel is good. Rory Sutherland – The… Read More
There are plenty of good offers available from competitors and most (consumers) will shop around. Your first contact should be a moment to find out more about the future couple’s story. Everyone comes with a story that needs… Read More
Packaging can raise our expectations of a product and make us reevaluate an entire category. We expect superior presentation from any wine packaging regardless of price, and an element of surprise and sensuality from a fragrance package. Emotional… Read More
Customers can feel it when individuals are only looking out for their own interests in making the sale. This ‘everyone for himself’ attitude is more than disagreeable. When personal conflicts are in play, they sometimes become more important… Read More
The additional sale. The proposal for an additional sale should always make sense. It should avoid being a closed question (‘Anything else?’ loses every time). Make the additional sale purchase part of the pleasure. Selling Luxury by Robin Lent… Read More
Consider how your copy lines can be brought to life with imagery and graphics, and be prepared to adjust your copy to facilitate the design treatment. One element must dominate the page, and if this is going to… Read More
The brand has spent time and money with marketing, designers, craftsmen, and a variety of experts to choose the materials and make the creation, not to mention logistics, packaging, quality approval, testing, and the list goes on. If… Read More
People grow impatient when the instant gratification they are used to is not there. Because of this, when they have to wait, their expectations of the service become even higher than they would normally be. Selling Luxury by Robin… Read More
Aesthetics (in design) refers to the visual appearance of a work rather than its content or message – although any deep reading into the subject of aesthetics reveals that the two are inseparable. Graphic Design: A User’s Manual by… Read More
We want to differentiate our service and personalized attention so much that customers will feel uncomfortable, or in the best case scenario, will be unable to defect to another hotel. Even if they do stay somewhere else, their… Read More
You must be logged in to post a comment.