Discover The Luxury Universe

THE LUXURY UNIVERSE MASTERCLASS INCLUDES 6 MODULES

1. Module 1 - Date: 14th October 2022. Time: 10 am - 1 pm CET
2. Module 2 - Date: 21st October 2022 Time: 10 am - 1 pm CET
3. Module 3 - Date: 27th October 2022. Time: 10 am - 1 pm CET
4. Module 4 - Date: 10th November 2022 Time: 10 am - 1 pm CET
5. Module 5 - Date: 24th November 2022. Time: 10 am - 1 pm CET
6. Module 6 - Date: 1st December 2022. Time: 10 am - 1 pm CET

MODULE 1 - Discover The Luxury Universe

WHAT IS LUXURY?

• Understand what’s luxury and why luxury is subjective and debatable.

LUXURY EVOLUTION AND LUXURY CONCEPT

• Discovering how luxury has evolved and what are the differences today with the traditional concepts of luxury. How luxury concept has changed for different generations and how luxury means different things to different countries.
• Identify the benefits of luxury for different types of consumers. Not every consumer buys luxury for the same goal. Personalizing the service based on the client expected emotional or rational needs is one of the key goals of selling luxury.
• Identify the key ingredients of luxury values and what can be defined as ‘pure luxury’

LUXURY VS PREMIUM

• We often confuse premium with luxury. We’ll learn how to clearly differentiate the two categories and why some companies use the term ‘luxury’ in an improper way to define premium services or products.

LUXURY SERVICE AND WHAT CREATES LOYALTY

• What does it mean delivering extraordinary service? Service is something we do not talk about: we need to deliver it. 80% of the companies believe that they deliver outstanding service but are their customers feeling the same?
• The three dimensions of service and the impact on the customer loyalty. What does it take to create loyalty, to achieve promoters of your services and products instead of detractors.

CLIENT CENTRIC APPROACH

• Identify the reasons why companies are moving from product centric to customer centric culture. Customers who buy products are not interested in the transactional element of the sale, they want something more.
• Develop the mindset needed to compete in the luxury environment. What does it take to go above and beyond.

MODULE 2 - Understanding The Luxury Consumer

WHY BUY LUXURY?

Why people buy luxury products or service? Luxury products and services attract customers beyond the functional element. If the price is so high, why people buy them?

DRIVERS OF LUXURY CONSUMERS

Identify the nature and drivers of luxury consumers. Not all the luxury customers are the same. They have different behaviours, drivers and objectives. They all move in the same areas, but with different goals. Therefore, it’s crucial to learn how to properly engaging them to have a productive interaction.

CHARACTERISTICS OF LUXURY CONSUMERS

Learn the characteristics of luxury consumers. In current environment, the number of people interested in luxury products and services has increased dramatically. Not all these potential consumers belong to the social elite or to HNWI. Middle class is achieving an importance never seen before.

LUXURY CONSUMERS IN DIGITAL ERA

The digital era has transformed consumer behaviours and impacted even the way luxury is perceived. Several luxury companies had to study a different approach to become more ‘relatable’ with the new generations. That means adopting new codes and new communication tools that were not proper of the luxury environment.

NEW LUXURY VALUES

We will see how the new generations have redefined the rules of the game, impacting even tradition, values and forcing the companies to speak their ‘language’. In this generational shift, we’ll learn the key role of the human interaction and how who sells luxury needs to turn from a product expert to a master of human interactions.

MODULE 3 - Elevating The Luxury Experience

THE CONCEPT OF LUXURY EXPERIENCE

We often hear the word ‘experience’. However, what does it really mean to have a ‘luxury experience’. We’ll find out what are the key ingredients and the different dimensions to explore when defining a luxury experience.

THE LUXURY SALE

Even if the selling process in luxury might sound similar to other sectors, the details that define the approach are extremely different. The emotional aspect of luxury has often a predominant role and we’ll explore how to make it tangible in real life situations. We’ll help the participants to identify the different steps in a client journey and what the expectations and mindset of who sells and who buys luxury could be completely different.

PREPARATION OF THE SALE

In every luxury sale, the preparation as a key role. We’ll identify the factors that we need to take into consideration for the preparation, starting from product knowledge to resilience and mental position. Personal branding plays a key role. First appearance are crucial to develop an image of who we are. Every element in the first interaction helps to create an opinion of the other person that is based on their physical appearance, reputation, their clothes and accessories, sense of humour. Often, that affects already our final decision on doing business with them.

We’ll also identify the benefits of effective communication to generate positive emotions and of your emotional appearance – the words you say and actions you take. Body Language, vocal tones, and personal habits can enhance or detract from your overall professional presence.

CONNECTING WITH THE CUSTOMER

Managing the appropriate ways for customer approach is essential, as well as learning to read communication signals.

We’ll explore the power of identifying right ice break topics and use the key skills to develop a rapport with the client in order to generate trust.

Listening and questioning skills are widely known. However, are we really able to apply them to generate a powerful connection and lead the conversation to really establish a safe area for the customer to open up?

MODULE 4 - Closing The Deal

PRESENTING THE PROPERTIES

Generating positive and luxury experiences depends upon how able are we to stimulate the dream. Luxury is all about the emotional experience and evocative language and storytelling play a key role in seducing the customer and elevating the aesthetic element of the experience.

In this module we’ll turn features into benefits for the client underlining the value proposition.

STORYTELLING

Only 6% of customers retains characteristics while over 60% remember stories. Therefore, stories are a powerful tool to increase our chances to success in the sale. You’ll practice and learn how to structure powerful stories where there will be a surprising actor in the leading role.

MANAGING OBJECTIONS

Objections are opportunities. It’s a way that the customer uses to communicate us that a desire or a need has not been met yet. At the same time, we would need to learn how to deal with them in the proper way. You’ll learn a simple and effective model based on emotional intelligence that will help to you to partner with the client to defeat the objection.

CLOSING THE DEAL

Finding the right balance between ‘care’ and ‘dare’. To close the deal it will be crucial to read the right signals and to identify the right moments. Luxury is an emotional journey and we’ll practice the use of positive language and attention to details to ensure a smooth conclusion of the negotiation.

MODULE 5 - Segmenting Your Luxury Portfolio

UNLOCKING POTENTIAL OPPORTUNITIES

What is networking? Is networking all about serendipity or we can do something proactively to use it in a more strategic way?

The mindset of a powerful networker and the key elements of strategic networking

LUXURY SEGMENTATION

Are we taking advantage of the full portfolio of contacts? Are we investing the right resources and time on the right accounts? As luxury brands work on their segmentation strategy to identify the Identify the doors and clients with whom strengthen the relationship, we will take a pragmatic and rational approach to seek for tangible opportunities in the business managing our clients and prospects potential and current business status. This will help us to clearly identify priority clients and the areas in which we need to develop stronger relationships.

MANAGING THE NETWORK

Based on the segmentation plan, we will focus on those clients with whom we should develop a powerful contact strategy. We’ll map gatekeepers and critical stakeholders and identify what concrete actions can be taken to generate positive impressions in short time.

MODULE 6 - Emotional Intelligence In Luxury

EMOTIONAL INTELLIGENCE

What is emotional intelligence and why is it so crucial to use it properly in the luxury environment to go above and beyond the customer’s expectations? The pillars of emotional intelligence and the role of empathy in professional interactions. Understand the importance of stepping into the customer’s environment perceiving the events from their point of view to generate a positive influence.

EMOTIONAL INTELLIGENCE IN REAL LIFE

We’ll identify the benefits of effective communication to generate positive emotions and of your emotional appearance – the words you say and actions you take. Body Language, vocal tones, and personal habits can enhance or detract from your overall professional presence.

We will analyze the factors that create personalized customer service. How to understand the client more, know in advance what may interest him, how to talk to him, what to say, what not to say.

INFLUENCING IN LUXURY ENVIRONMENT

Learning what we can influence and identify the concrete steps that we can take to create more positive interactions. Learn the key skills to feel more confident in dealing with multicultural clients. Assess the potential impact of cultural factors in your deals and how to introduce them into your negotiation skills.