WHAT I HAVE LEARNED FROM WORKING IN HIGH END LUXURY THAT I APPLY TO MY COACHING TO DELIVER HIGH-END VALUE AND HOW YOU CAN TOO!
I would like to give you my two cents of what High End or Luxury really is. This is my own perspective, according to my own experience that I am herein sharing with you and I hope you get good value out of this.
Let me start by some history background and tell you where I am coming from and how I got to where I am today. I am originally from France and I have lived in Paris for a good part of my young[:)] life before moving to London. I bumped into Luxury by providence. I have never planned or it has never been my dream to work in Luxury but opportunity knocked on my door and I jumped in!
For three years, Place Vendôme was my HQ and my office had a wonderful view on the Ritz Hotel. I was working for the number one Luxury Group LMVH (Louis Vuitton Moet Hennessy) in the Sales department of one of their High End Watches and Jewellery brand Chaumet Paris.
I see so much in the coaching panorama about Luxury and High End that can sometimes put off some of you starting out and keep you safe or little because you think you do not have what it takes to offer high-end. Or worst, you think you have to be a certain way before you can offer high-end value. Let’s burst some myth here!
LUXURY IS ABOUT QUALITY
Yes, Luxury is first of all about quality. People invest and spend thousands and fortunes to get quality. I have spent hours in our ateliers watching the master jewellers craft from the basic simple ring to the most amazing and unique pieces like tiaras. The products then go through quality control and once approved, they can go on the market.
So your takeaway here is how can you put your value or package through quality control? Market research? Can you have fellow coaches test out your programs and give you feedback? How do you test out the quality of your offering?
A HIGH END CLIENT OR PROSPECT DOES NOT HAVE TO BE A RICH CLIENT
Do not think that you have to target people who have the money or who are rich to be able to sell your high-end packages or programs. You are offering transformation and you want to change lives. That is priceless! Some People “who do not” have the means find ways to spend fortunes on things like clothes, jewellery, cars, houses. Some in an irresponsible way but that is not the question here.
All you need to know is that when someone wants something, really really bad, they will find the means to get it, at all cost. Your job is to find out how much they want it and if your offering is a match to their pressing need? You’ ve got a match made in heaven!
LUXURY IS ABOUT HUMAN VALUE
Service is king in the world of Luxury. What I noticed really quickly when I stated working at LVMH is the way my clients wanted to be treated. From the one and only Jeweller in the remote part of Normandy to the VIP client in Nice, they all wanted the red carpet treatment and that is exactly what we gave them.
It does not matter whether someone comes to you for a £99 course/program or 2K packages. When you learn to treat people like gold, they will come back, refer you and become advocates for you. I remember going through so much trouble to find a wedding ring in a specific size for a basic client and I would go through the same trouble to find a very high-end piece for my VIP clients. The Joy it brought to the end customer was all that mattered.
Learn to nurture your relationships, be a top communicator and establish what I call luxurious rapport with your prospects/ clients and you will be able to sell them anything and believe me the price tag will be the least of their criteria.
“GLAMOUR IS INTERNAL, THE REST IS WINDOW DRESSING”
I love this quote from Jamie Lee Curtis and it illustrates my next point very accurately. All the international travels, the glamorous retreats, VIP parties, attendance to the prestigious Basel fair in Switzerland, access to luxury brands like Dior, Louis Vuitton…for a fraction of the prices was just window dressing. Do not be disheartened by people flashing their luxurious lifestyles and by all means, do not think that you have to do the same to succeed or let that prevent you from offering High End packages.
These are things you will be able to enjoy as bonuses of your success or shall I say your clients successes?
Here is the Key: treat your clients as good old friends. What really stuck with me was the relationship we maintained with our clients. Sales meetings whether at the Ritz or in our offices sounded like discussions we had with our own close friends. We would talk about our families, children, husbands…business always came LAST. I do not know if it is the french culture that made it that way but it made the sales process so easy and enjoyable. On top of that, the clients seemed to buy “les yeux fermes” (with their eyes closed)!
Take the pressure out of trying to sell, enjoy the process, nurture the relationship. Show sincere interest and give undivided attention, be authentic and genuine, your product will sell itself. If they like you, they will buy anything from you! Trust me.
To your #fearless Success!
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