Most (99%) buyers buy branded quality products (not only clothes, but also furniture, haberdashery, and other goods) partly with the goal of self-affirmation, to demonstrate their wealth. While truly rich people make expensive purchases constantly and absolutely calmly. In the London home of millionaires, for example, you can see such a product as an umbrella made of crocodile skin (price - 50 thousand dollars), and this exclusive item has its own customers.
An expensive product is unique
When a wealthy client pays a lot of money for a product (a painting, a pair of shoes, a ring, a watch, a cottage or a car), he wants to be the only one with such a thing. And if you feel that the buyer values the rarity and uniqueness of the product, emphasize this. In such circles, an expensive purchase is also seen as PR, and not just a profitable investment.
Features of expensive goods
Very rare and valuable things cayman islands email list can only be purchased at auction. This is how a unique writing pen by Tibaldi was sold (for 6.3 million euros), made in only one copy. The body is made of gold, the coating is platinum, and the inlay is more than 2,000 diamonds.
The main feature of luxury goods is the power of the brand, and working with wealthy buyers should be done in such a way as to convey this special value to them, to show that only VIP clients can make such purchases. Having a cool branded item means demonstrating your status, showing your belonging to high society.
Psychology of rich clients
So, how to work with rich clients? It is important to understand that since a person pays a lot of money, he expects an individual approach and top-notch service. Such buyers can be impatient, even capricious, and demand special attention. Plus, keep in mind that they have long understood the product no worse than you, and maybe even better.
This, however, does not apply to those who buy relatively inexpensive housing or a car. Such people most likely saved up the necessary amount for a very long time and may think for months before spending it. For them, such a purchase is a very unusual thing.
But wealthy clients constantly buy a new car, another house, another antique, etc. This is a rather narrow circle of people, in which their own rules apply, and here it is considered bad form to buy cheap things.
Clients of this level do not go to regular stores, but only to special places where goods are arranged by brand, are not sold at a discount, have prices with four or five zeros, and often in foreign currency. And you should work with rich customers in a special way: they are used to commanding and getting the best.
The seller must demonstrate high-class professionalism, and in no case allow himself the slightest manifestation of superiority, much less impudence. After all, a politician, a TV star, or a rich businessman can come into the store. Such people expect increased attention, but in the meantime they can listen to the seller only with half an ear. They often barely even communicate with the staff, because they do not think that they should say anything when making a purchase.
Meanwhile, it is important for you to understand what exactly the client needs, otherwise how will you offer him the product? At the same time, the requests can be very original. Such people pay $20,000 for a fur coat not as an item of clothing (because it is winter and cold), but as an image element, to look like a model in a fashion magazine or to look good in their new car. And keep in mind that no one will admit this to you. After all, the client will not say directly that he is buying a new fur coat only because his car is now a different color. Therefore, the usual sales techniques with their open questions will not help here.