Luxury Marketing Mapping

Do you really know what emotionally triggers your high-end client?

Do you know how to avoid “sticker shock?” 

Are you making your customers think too hard?

 

LUXURY STOPS WHEN THE CUSTOMER HAS TO THINK.

One of the most common mistakes when selling a luxury product or service is that salespeople try to impress instead of connect. In luxury marketing, where money isn’t (always) an issue, finding the way to connect comes down to two things: Emotion and Experience. 

Emotionally moving a prospect into a loyal client means you have to understand the conversation in their head and overcome objections that may be blocking the “yes.” Essentially, making your prospective customer think too hard. 

Curating the right experience goes beyond just the product or service you’re selling. How are you connecting? How are you communicating your value as a premium product? How are you delivering your pricing models? (Hint, think “upgrades” and not “discounts.”) How are you connecting and tying the sales experience back to the emotional decision making process? 

Crafting and communicating your offering, messaging and value as a premium product involves mapping out the luxury buying experience. 

What is Luxury Marketing Mapping?

What I’ve learned from running the snack bar at the local country club in my teen years, to fifteen years experience in high end hospitality, to selling premium lighting and technology solutions to worldwide luxury brands and hoteliers, is that there is a clear recipe to how luxury markets likes to be connected with and sold to, and it’s mappable!

  • Get clear on what you’re selling

    (be confident in your value)

  • How to communicate your differentiator

    (Know what they are comparing you to)

  • Know your intended audience’s emotional triggers

    (when price isn’t an issue, emotions rule)

  • Create branding that indicates your price point

    (to filter out the rest)

  • Learn to quickly communicate the offer

    (high-end is a busy market)

  • Know how to work with their objections

    (keep the conversation going)

  • Sell the way they want to be sold to

    (and actually do it)

  • Get the YES

    (again, and again)

Let’s connect

to create your own Luxury Marketing Map and make the customer journey an enjoyable one!