In our last post, we stated, “It is very
important, as a professional, not to be critical about your clients’
attitudes in regards to abundance or scarcity. Get beyond these
judgments and grasp what is at their root.” In this post we propose
that the best way to connect with your target market is to learn the
various “dialects” of the Language of Luxury.
One of the ways you can have fun with
those clients who may not be a match to your personal priority values is
to learn their particular “dialect” of the Language of Luxury. The
ones whose priority is how others perceive them will likely want to talk
about the latest and greatest finds in the luxury world. They probably
know each luxury brand, what is on trend this season, and who the “hot”
artists are, for example. So, if you stay informed on these subjects,
you will have plenty to talk about, in their dialect. They will be
thrilled to work with you because you “understand” them; you are
simpatico. In some cases you will discover a truly delightful individual
who is well versed in their dialect, but also down to earth.
I (Alexandra, here) met one of my first
commercial real estate clients while showing him an office building for
his entertainment business. He arrived in a bright red Ferrari,
carrying an alligator briefcase, dressed in the latest brands. On his
wrist was a beautiful Piaget watch. I had admired that watch because of
its intricate design of woven individual gold pieces. I commented on
it, and we became the best of friends in that moment. I understood
exactly what type of offices he would love. And, he agreed.
I also met the partner of one the
world’s premier recording stars. He was very low key in terms of
appearance. As we toured several offices in the building, he explained
that he was not looking for flashy offices; a modest one on a lower
floor would be perfect. He was looking for value. We had a delightful
time discussing philosophy, places we had lived, our mutual love of
travel, and discovered that our fathers may have actually known each
other. This rich conversation reflected his dialect of the Language of
Luxury.
To be a market leader you need to learn
all dialects of the Language of Luxury that pertain to your target
market. As shallow as some dialects may seem to some of you, you must
respect your clients’ attitudes when it comes to their wealth and what
is important to them.
For example, it will serve you well to
know that every Rolls Royce has a cleverly hidden door-mounted umbrella
in each door of the Phantom model. That way, when a valet opens the door
he can reach in and pull out in the umbrella to protect you from the
rain. You might also want to be up on this trend: in 2012, the yellow
diamond has become more sought after than white ones and Harry Winston
Jewelers specialize in colored stones.
All high net worth clients speak a
dialect of the Language of Luxury. Tune into their values and their
attitudes, and become fluent. Understand their lifestyle. That way,
you can still have fun with them even if their priority values are
dissimilar to your own. I leave you with our slogan: “Get Fluent. Get
Affluent!,TM”
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