Francis Srun: Luxury Selling | Buch

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Cover: 9783319455242 | Luxury Selling | Francis Srun | Buch | XXX | Englisch | 2017

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Sprache: Englisch

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Beschreibung

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 has twenty years experience in the luxury industry, based in France, Switzerland, China and Hong Kong, most recently with Maison Boucheron.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2017
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Seiten:	226
Inhalt:	xxx 226 S. 10 s/w Illustr. 226 p. 10 illus.
ISBN-13:	9783319455242
ISBN-10:	3319455249
Sprache:	Englisch
Herstellernummer:	978-3-319-45524-2
Autor:	Srun, Francis
Auflage:	1st ed. 2017
Hersteller:	Springer, Berlin Palgrave Macmillan Springer International Publishing
Abbildungen:	XXX, 226 p. 10 illus.
Maße:	21 x 159 x 243 mm
Von/Mit:	Francis Srun
Erscheinungsdatum:	18.04.2017
Gewicht:	0,572 kg

preigu-id: 108969165