Selling is the world's oldest profession because everyone is selling something. Selling is about communications - visually or verbally. We are selling something all of the time. We might call them ideas or negotiate but we are actually selling. For many years I have been studying the secrets of luxury selling and there are lots of different ways to practice selling but there are very strict rules, which makes luxury selling a little bit more special. It is the hardest style because there are lost rules, which are restricting sales. I would argue that these rules make luxury sellers more respected, and the whole profession as a whole.
Why are salespersons extremely important? One of the most notable luxury experts, Doctor Michaela Merk writes in her book Luxury Sales Force Management - Strategies For Winning Over Your Brand Ambassadors (2014) the following list:
"I often defend the professions related to sales, since its extremely hard to find a good salesperson. They are very interesting and rare people because they have to master a difficult task: mixing technicality with humanity." - Natalie Brader, CEO of Prada in 2014
But what makes luxury selling differently? It is about soft selling. A luxury seller never asks for a deal. They merely give information and describe products and services. They want to build long-time customer relationships, and they know that it takes time to make a buying decision. Customers may contact or visit the brand for several times, and they are just looking and wondering. A professional luxury seller gives time for every buyer, hence, they will not try to practice hard selling. You can also ask. Is soft selling even selling? It is more about communicating than anything else because a luxury seller does not have to be closing all of the time.
Luxury sellers are extremely compassionate and civilized. They are also well behaving, and they never want to upset or offend their potential and current customers. I would describe that luxury sellers are more close to diplomats than pushy "salespersons". The luxury world brings similar minds together - customers are also expecting civilized manners, which makes selling wonderfully. However, it is a world, which does not fit for everyone. It is more about civilized manners and know-how than any other elements. As a reminder, luxury selling is the hardest way of doing sales but if you want to aim high. Please, pursue your dream. Louis Vuitton's video is a nice example of showcasing and loyal customers - brand lovers.
Published in Luxury Sales Academy.