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Table of Contents
Luxury selling; contents; about the author; other publications; disclaimer; table of characters; list of charts; list of tables; 1 introduction; 1.1 why did you choose this book?; 1.2 we are selling every day; 1.3 selling is not always easy; 1.4 luxury creations are about exceptional purchases; 1.5 high-value products imply a real decision making process; 1.6 complicated products entail cautious decision making processes; 1.7 emotional products imply that the decision making process is not always rational; 1.8 selling is great!; 2 be luxury; 2.1 luxury look; 2.1.1 be clean and neat.
2.1.2 be perfectly dressed2.1.3 be sophisticated, simply; 2.1.4 smelling nice; 2.2 luxury speaking; 2.2.1 the gentle tone mode; 2.2.2 the natural posture; 2.2.3 converse rather than broadcast; 2.2.4 be precise; 2.2.5 enrich your vocabulary; 2.2.6 enlightening your expressions; 2.2.7 go further; 2.3 luxury gestures; 2.3.1 be aware and keep control; 2.3.2 be graceful; 2.3.3 physical contact: handle with care!; 2.3.3.1 shake hands; 2.3.3.2 touching arms; 2.3.3.3 kisses and hugs; 2.4 building luxury interactions; 2.4.1 a personal relation; 2.4.1.1 taking time; 2.4.1.2 being spontaneous.
2.4.1.3 ensuring the human touch2.4.1.4 establishing personal relations; 2.4.2 sincerity of regard; 2.4.3 the power of a friendly smile; 2.4.4 a caring relation; 2.5 be gentle; 2.5.1 respect your customer; 2.5.2 helping your customer; 2.5.3 a gentle place: build harmony; 2.5.4 protect your customer; 2.6 be generous; 2.6.1 offer without expecting things in return; 2.6.2 everyone likes good surprises!; 2.6.3 offer the extraordinary; 2.7 be caring; 2.7.1 sincerity: stay honest; 2.7.2 empathy: assume your customer's position, really understand.
2.7.3 sympathy: be able to really care about your customer2.8 build competency; 2.8.1 knowledge (information); 2.8.2 know-how (selling techniques); 2.8.3 knowing how to behave (attitude); 2.8.4 decide the changes for yourself; 2.8.5 learning by experimentation; 3 luxury customer's decision process; 3.1 understanding luxury; 3.1.1 luxury goes beyond simple functionality; 3.1.2 luxury is necessarily qualitative; 3.1.3 luxury is about pleasure; 3.1.4 luxury is about the long term, and sustainability; 3.1.5 luxury is always emotional; 3.1.6 luxury is not about price; 3.1.7 luxury is relative.
3.2 self-affirmation3.2.1 need for self-esteem; 3.2.2 eager for success; 3.2.3 social accomplishment; 3.2.4 the expectation of rewards; 3.2.5 it is always about self-affirmation; 3.3 pleasures; 3.3.1 needed pleasures; 3.3.2 pleasure of self-affirmation; 3.3.3 pleasure of the best; 3.3.4 pleasure of power; 3.3.5 pleasure of the relationship; 3.3.6 pleasure of intelligence; 3.3.7 luxury is about pleasure; 3.4 new clients: new money, new generation; 3.4.1 brands and only brands; 3.4.2 new education; 3.4.3 no complex and no guilt; 3.4.4 abundance of information; 3.4.5 abundance of propositions.
2.1.2 be perfectly dressed2.1.3 be sophisticated, simply; 2.1.4 smelling nice; 2.2 luxury speaking; 2.2.1 the gentle tone mode; 2.2.2 the natural posture; 2.2.3 converse rather than broadcast; 2.2.4 be precise; 2.2.5 enrich your vocabulary; 2.2.6 enlightening your expressions; 2.2.7 go further; 2.3 luxury gestures; 2.3.1 be aware and keep control; 2.3.2 be graceful; 2.3.3 physical contact: handle with care!; 2.3.3.1 shake hands; 2.3.3.2 touching arms; 2.3.3.3 kisses and hugs; 2.4 building luxury interactions; 2.4.1 a personal relation; 2.4.1.1 taking time; 2.4.1.2 being spontaneous.
2.4.1.3 ensuring the human touch2.4.1.4 establishing personal relations; 2.4.2 sincerity of regard; 2.4.3 the power of a friendly smile; 2.4.4 a caring relation; 2.5 be gentle; 2.5.1 respect your customer; 2.5.2 helping your customer; 2.5.3 a gentle place: build harmony; 2.5.4 protect your customer; 2.6 be generous; 2.6.1 offer without expecting things in return; 2.6.2 everyone likes good surprises!; 2.6.3 offer the extraordinary; 2.7 be caring; 2.7.1 sincerity: stay honest; 2.7.2 empathy: assume your customer's position, really understand.
2.7.3 sympathy: be able to really care about your customer2.8 build competency; 2.8.1 knowledge (information); 2.8.2 know-how (selling techniques); 2.8.3 knowing how to behave (attitude); 2.8.4 decide the changes for yourself; 2.8.5 learning by experimentation; 3 luxury customer's decision process; 3.1 understanding luxury; 3.1.1 luxury goes beyond simple functionality; 3.1.2 luxury is necessarily qualitative; 3.1.3 luxury is about pleasure; 3.1.4 luxury is about the long term, and sustainability; 3.1.5 luxury is always emotional; 3.1.6 luxury is not about price; 3.1.7 luxury is relative.
3.2 self-affirmation3.2.1 need for self-esteem; 3.2.2 eager for success; 3.2.3 social accomplishment; 3.2.4 the expectation of rewards; 3.2.5 it is always about self-affirmation; 3.3 pleasures; 3.3.1 needed pleasures; 3.3.2 pleasure of self-affirmation; 3.3.3 pleasure of the best; 3.3.4 pleasure of power; 3.3.5 pleasure of the relationship; 3.3.6 pleasure of intelligence; 3.3.7 luxury is about pleasure; 3.4 new clients: new money, new generation; 3.4.1 brands and only brands; 3.4.2 new education; 3.4.3 no complex and no guilt; 3.4.4 abundance of information; 3.4.5 abundance of propositions.