Have you thought about your selling strategy at all? Did you answer any of the questions posed in the last post? In order to tackle the ins and outs of selling and apply the selling tips I will share in the coming posts, I want to share some research done by Agency Sacks and the Affluence Collaborative. I recommend that everyone check out their sites and their background – they are great companies doing great research on the subject of luxury/affluence. I use their data throughout my writings and speeches (and of course in our own strategy development) and have learned a ton from what they have been studying.
Three BIG crucial data points I have learned from their research and want to share with everyone selling luxury or looking to upgrade to luxury:
- Consumers want to be educated, not sold – they know pricing, they know value, they know brands, but they do NOT know eyewear and people like to buy from people they trust. Education creates trust.
- People want value – people will pay for something if they feel it has value. We hear this all the time in our business. Our partners and their patients will spend money on luxury goods that they feel bring them value – and that value can be product quality, happiness, etc.
- MOST importantly: friends tell friends – if you give the right product and service to a consumer – they WILL tell their friends. Case in point: we have a “referral program” at our company which rewards our partners when they refer us to other potential partners. Our partners tell us all the time: “We refer you because of the product and service you provide, not for any free gifts…. We want our industry colleagues to benefit from working with good partners.”
Once we understand and appreciate these three truths, we need to use them to our advantage when selling, and use them to help achieve our ultimate goal — selling higher priced product and offering a point of difference from our competitors.
Remember the closing question from the last post: When you see a patient, do they leave having had a WOW experience? Or a doctor’s visit? Or a sales pitch?