Description
Srun shows how the psychology of luxury brands truly plays into high value customer motivations and unlocks the potential to understand their decision processes which are unlike that of any other customer. Selling to very wealthy, demanding customers – whether you’re selling luxury products or high value bespoke professional services – is a very different process to selling anything else to anyone else. Francis Srun has twenty years experience in the luxury industry, based in France, Switzerland, China and Hong Kong, most recently with Maison Boucheron. The first step is learning how to physically embody “Luxury”. You need to look, speak, and move “Luxury”. The true luxury attitude is not submissive nor is it hauteur – it is gentle, generous and simply, truly human. Success comes from not just being professional but from building a genuinely luxury relationship with clients. To do that you need to truly understand your client. High value customers today are younger, international in outlook and residence, and increasingly from Asia. Their buying motivation is always about self-affirmation and pleasure and never about money. The luxury customer’s decision process is unlike that of other customers. While emotion is important when selling anything to anyone – with luxury selling it is paramount. Srun shows how the psychology of Brand, Product, Place, Price and Time all play a role in customer’s motivations. Finally this book guides you step by step with concrete examples and useful techniques through the seven steps of luxury selling: be prepared to sell, welcome appropriately, listen genuinely, propose and present with style, meet objections with persuasion rather than refutation, conclude sharply and finally gain loyalty for a long term relationship. Francis Srun is the Founding Director of Consultancy firm, Retail Performance. Previously, he had been Managing Director Pacific Asia for Maison Boucheron, a French luxury jewelry house. Fluent in French, English and Chinese. Srun’s international career path has seen him work in France, Switzerland, China, Taiwan and Hong Kong. With over 20 years experience spanning both high end Luxury Sales and Marketing, with houses like Maison Piaget, Ralph Lauren, and Boucheron and mass distribution operations like French Hypermarket Carrefour, French Press Distributor Lagardre Services, Francis Srun is a recognized expert in retail sales. In 2013 he published Vendre Le Luxe, the first book in French about selling luxury, presenting selling techniques and customer psychology. He is a regular speaker on Luxury, Asia, Retail and Affluent customers. Preface Part I Luxury Advisors “Be” Luxury Looking luxury Speaking Luxury Moving Luxury Building Luxury interactions Be Gentle Be Generous Be Human Be professional Part II Luxury Customers: Understand Luxury Why do people buy luxury? The need for self-affirmation The need for pleasure New clients: new money, new generation International clientele: new faces, different behaviour E-Clients: impact of digital Chinese customers: some success keys Part III Luxury Selling: Luxury customers decision process The persuasion The 5 motivational factors Brand Desire Price/Value Service Time Part IV The 7 steps of Active Selling Preparing Welcoming Discovering Presenting 5-Convincing Closing Building relationship Part V Conclusion Change yourself first: Think rational but allow emotional
