Luxury selling : lessons from the world of luxury in selling high quality goods and services to high value clients

목차 (Table of Contents)

• CONTENTS
• 1 Introduction = 1
• 1.1 Why Did You Choose This Book? = 1
• 1.2 We Are Selling Every Day = 1
• 1.3 Selling Is Not Always Easy = 2
• 1.4 Luxury Creations Are About Exceptional Purchases = 3
• 1.5 High Value Products Imply A Real Decision Making Process = 4
• 1.6 Complicated Products Entail Cautious Decision Making Processes = 4
• 1.7 Emotional Products Imply That The Decision Making Process Is Not Always Rational = 5
• 1.8 Selling Is Great! = 6
• 2 Be Luxury = 9
• 2.1 Luxury Look = 9
• 2.1.1 Be Clean And Neat = 9
• 2.1.2 Be Perfectly Dressed = 11
• 2.1.3 Be Sophisticated, Simply = 12
• 2.1.4 Smelling Nice = 13
• 2.2 Luxury Speaking = 13
• 2.2.1 The Gentle Tone Mode = 14
• 2.2.2 The Natural Posture = 14
• 2.2.3 Converse Rather Than Broadcast = 15
• 2.2.4 Be Precise = 16
• 2.2.5 Enrich Your Vocabulary = 16
• 2.2.6 Enlightening Your Expressions = 17
• 2.2.7 Go Further = 17
• 2.3 Luxury Gestures = 18
• 2.3.1 Be Aware And Keep Control = 18
• 2.3.2 Be Graceful = 20
• 2.3.3 Physical Contact : Handle With Care! = 20
• 2.4 Building Luxury Interactions = 22
• 2.4.1 A Personal Relation = 22
• 2.4.2 Sincerity Of Regard = 23
• 2.4.3 The Power Of A Friendly Smile = 24
• 2.4.4 A Caring Relation = 25
• 2.5 Be Gentle = 26
• 2.5.1 Respect Your Customer = 26
• 2.5.2 Helping Your Customer = 27
• 2.5.3 A Gentle Place : Build Harmony = 28
• 2.5.4 Protect Your Customer = 28
• 2.6 Be Generous = 29
• 2.6.1 Offer Without Expecting Things In Return = 29
• 2.6.2 Everyone Likes Good Surprises! = 31
• 2.6.3 Offer The Extraordinary = 32
• 2.7 Be Caring = 33
• 2.7.1 Sincerity : Stay Honest = 33
• 2.7.2 Empathy : Assume Your Customer's Position, Really Understand = 33
• 2.7.3 Sympathy : Be Able To Really Care About Your Customer = 34
• 2.8 Build Competency = 36
• 2.8.1 Knowledge (information) = 36
• 2.8.2 Know-How (selling techniques) = 37
• 2.8.3 Knowing How To Behave (attitude) = 38
• 2.8.4 Decide The Changes For Yourself = 38
• 2.8.5 Learning By Experimentation = 40
• 3 Luxury Customer's Decision Process = 41
• 3.1 Understanding Luxury = 41
• 3.1.1 Luxury Goes Beyond Simple Functionality = 42
• 3.1.2 Luxury Is Necessarily Qualitative = 43
• 3.1.3 Luxury Is About Pleasure = 43
• 3.1.4 Luxury Is About The Long Term, and Sustainability = 44
• 3.1.5 Luxury Is Always Emotional = 45
• 3.1.6 Luxury Is Not About Price = 46
• 3.1.7 Luxury Is Relative = 46
• 3.2 Self-Affirmation = 47
• 3.2.1 Need For Self-Esteem = 47
• 3.2.2 Eager For Success = 48
• 3.2.3 Social Accomplishment = 49
• 3.2.4 The Expectation Of Rewards = 50
• 3.2.5 It Is Always About Self-Affirmation = 50
• 3.3 Pleasures = 51
• 3.3.1 Needed Pleasures = 51
• 3.3.2 Pleasure Of Self-Affirmation = 52
• 3.3.3 Pleasure Of The Best = 52
• 3.3.4 Pleasure Of Power = 53
• 3.3.5 Pleasure Of The Relationship = 54
• 3.3.6 Pleasure Of Intelligence = 54
• 3.3.7 Luxury Is About Pleasure = 55
• 3.4 New Clients : New Money, New Generation = 56
• 3.4.1 Brands And Only Brands = 56
• 3.4.2 New Education = 57
• 3.4.3 No Complex And No Guilt = 57
• 3.4.4 Abundance Of Information = 58
• 3.4.5 Abundance Of Propositions = 58
• 3.4.6 The Client In A Hurry = 59
• 3.4.7 Clients' Expectations = 60
• 3.5 International Clientele = 60
• 3.5.1 Know Where Your Guests Are From = 60
• 3.5.2 Be Yourself, Be Natural = 61
• 3.5.3 Beware Of Physical Contact = 62
• 3.5.4 European Customers : Heritage And Emotion = 62
• 3.5.5 Russian And Middle Eastern Customers : Exceptions And Privileges = 63
• 3.5.6 Middle Eastern Customers : Exclusivity And Importance = 63
• 3.5.7 Japanese Customers : Tradition And Perfection = 64
• 3.5.8 American Customers = 65
• 3.6 Digital Impact = 65
• 3.6.1 Digital Age = 65
• 3.6.2 The Need For Multimedia = 66
• 3.6.3 The Conversational Mode = 67
• 3.6.4 Peer-To-Peer As Authoritative = 67
• 3.6.5 The Cross Border Phenomenon = 68
• 3.7 Chinese Customers : Some Keys For Success = 69
• 3.7.1 Sentiment And Appreciation = 70
• 3.7.2 Recognize Chinese Consumers = 71
• 3.7.3 Why Do Chinese Tourists Buy So Many Luxury Products? = 72
• 3.7.4 Dealing With Chinese Tourists = 73
• 3.7.5 Selling To Chinese Customers = 73
• 3.7.6 Build A Relationship With Your Chinese Customers = 75
• 3.8 Client Psychology = 75
• 3.8.1 Luxury Selling Is About Psychology = 75
• 3.8.2 Psychology Is About ME, And How Others See ME = 77
• 3.8.3 Ego Expression = 78
• 3.8.4 Influence Positively = 81
• 4 Luxury Selling = 83
• 4.1 Active Selling = 83
• 4.1.1 Reasons For Buying : Desire = 83
• 4.1.2 Reasons For Not Buying : Fear = 85
• 4.1.3 Rationale For Decision Making = 86
• 4.1.4 Emotion In The Decision Making Process = 87
• 4.1.5 Tension and Stress = 88
• 4.2 Persuasion = 90
• 4.2.1 Convincing A Customer? = 90
• 4.2.2 In Transactional Mode = 94
• 4.2.3 Harmless Manipulation = 94
• 4.3 The Five Motivational Factors = 95
• 4.3.1 Specific Decision Process = 95
• 4.3.2 The Five Decisional Factors = 96
• 4.3.3 Focus On The Key Factors First = 97
• 4.4 The Power Of The Brand = 100
• 4.4.1 Understand Your Brand = 100
• 4.4.2 Open The Brand Door = 102
• 4.4.3 Be A Brand Ambassador = 103
• 4.4.4 Insist On The Brand's Key Assets = 104
• 4.5 Product Desires = 105
• 4.5.1 From Need To Desire = 105
• 4.5.2 From Functional To Emotional = 106
• 4.5.3 From Product To Creation = 108
• 4.5.4 The Dimensions Of A Product = 108
• 4.6 Price - Value = 110
• 4.6.1 Price Level Perception = 110
• 4.6.2 A Price Is A Value = 111
• 4.6.3 A Value Is An Addition Of Values = 113
• 4.6.4 Defending Your Price = 114
• 4.6.5 Money Is Never An Issue = 115
• 4.7 Place - Service = 116
• 4.7.1 Customers Still Need A Retail Space = 117
• 4.7.2 Customers Still Need A Good Sales Advisor = 119
• 4.7.3 Customers Have More and More Choices Of Places To Buy = 120
• 4.7.4 How To Make Customers Buy Locally and From You? = 121
• 4.8 Five Times = 121
• 4.8.1 "Now" Is Always Possible = 122
• 4.8.2 Emphasize The Opportunity = 123
• 4.8.3 Create A Sense Of Urgency = 123
• 4.8.4 Time Is Precious To Everyone = 124
• 4.8.5 Time Is At The Last Stage Of Decision Making = 125
• 4.8.6 Time To Recap = 126
• 5 The 7 Steps = 127
• 5.1 Active Selling = 127
• 5.1.1 A Roadmap To Success = 127
• 5.1.2 The 7 Steps To Success = 128
• 5.1.3 Active Selling = 130
• 5.1.4 The Road To Active Selling = 131
• 5.1.5 Be Intelligent! = 131
• 5.1.6 Be Creative! = 132
• 5.2 Step 1 : Preparing = 132
• 5.2.1 Competence = 133
• 5.2.2 Knowledge Preparation = 134
• 5.2.3 Know-How Preparation = 135
• 5.2.4 Preparation For Knowing How To Behave = 137
• 5.3 Step 2 : Welcoming = 139
• 5.3.1 Welcome Genuinely = 140
• 5.3.2 Service To Gain Trust = 142
• 5.3.3 Show Concern and Interest = 143
• 5.3.4 Retain Your Customer = 143
• 5.4 Step 3 : Discovering = 146
• 5.4.1 Discover Subtlety = 146
• 5.4.2 There Are Always Desires, Motivations = 148
• 5.4.3 Discover Whose Decision = 149
• 5.4.4 Observe Discreetly = 151
• 5.4.5 Listen Actively = 152
• 5.4.6 Question Strategically = 153
• 5.4.7 Test Prudently = 155
• 5.4.8 The Art Of Discovery = 156
• 5.4.9 Propose = 157
• 5.5 Step 4 : Presenting = 157
• 5.5.1 The Dimensions Of A Product = 158
• 5.5.2 A Product Is An Addition Of Decisional Components = 159
• 5.5.3 A Product Is An Addition of Intelligence = 160
• 5.5.4 A Product Is Also A Creation = 160
• 5.5.5 Describe Elegantly = 162
• 5.5.6 Showing It Is Better, Is Better Than Saying It = 163
• 5.5.7 Prove It, Since It's True = 164
• 5.5.8 Demonstrate The Simplicity = 165
• 5.5.9 Tell Stories About The Product = 165
• 5.5.10 Focus On Main Selling Points = 166
• 5.5.11 Handle With Care : It's Precious = 166
• 5.5.12 Romance And Reassure = 167
• 5.6 Step 5 : Convincing = 167
• 5.6.1 Detect The Level Of Interest = 167
• 5.6.2 Fear : A Powerful And Normal Sentiment = 168
• 5.6.3 Objection, Expression Of Fears = 170
• 5.6.4 Dealing With Objections = 174
• 5.6.5 Price Objection = 179
• 5.6.6 Facing Bargaining = 184
• 5.6.7 Time To Summarize = 187
• 5.7 Step 6 : Closing = 187
• 5.7.1 Detect The Buying Signs = 188
• 5.7.2 Focus On The Customer's Motivation = 189
• 5.7.3 Offer Financial Benefits = 192
• 5.7.4 Focus On The Decision Maker = 193
• 5.7.5 To Win, You Need To Learn About Losing = 194
• 5.7.6 Key Words For Closing = 197
• 5.8 Step 7 : Building A Relationship = 197
• 5.8.1 Start A Relationship = 198
• 5.8.2 The Perfect Farewell = 199
• 5.8.3 When A Customer Leaves Without Making A Purchase = 201
• 5.8.4 Keep A Relationship : Customer Relationship Management = 203
• 5.8.5 Database = 204
• 5.8.6 Relational Plan = 205
• 6 Conclusion = 209
• 6.1 Happy Customers = 209
• 6.2 Be Customer Focused = 210
• 6.3 Be Active In Selling = 211
• 6.4 Be Yourself = 211
• Index = 213