Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
The truth is, creating desirability requires significant effort, strategy and, most importantly, emotional intelligence. As I've observed time and time again in my luxury masterclasses, the ability to sell through emotion is a rare and invaluable skill – one that can make or break a brand's success.
Now multiply this with the number of salespeople in an organization, and we're speaking about millions of unrealized potential for practically every brand. This stark contrast underscores the importance of emotional selling in the luxury sector.The first step in emotional selling is creating an environment where clients feel comfortable, valued and at ease.
The ability to read between the lines and dissect unspoken needs is what sets exceptional luxury salespeople apart. This also requires that salespeople are passionate and explains why recruiting for empathy and passion is so critical.The best salespeople connect people to experiences, stories and each other. They have an innate ability to receive and interpret the emotions of their clients, using client-specific insight to guide their interactions.
Hence, it’s about connecting the values of the brand with the values of the client. A great brand story needs to clarify the role of the brand in the life of the client and illustrate how the brand enhances the client's life. The mistake is relying on the details of the product and forgetting how and why the product impacts the life of clients.Despite its importance, emotional selling remains a challenge for many in the luxury industry.
Featured Industry Sectors Marketing Opinion Daniel Langer Emotional Selling Luxury Branding Luxury Daily Luxury Marketing Luxury Unfiltered
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