Part 2: THE TWO MINDSETS OF LUXURY CONSUMERS
In Part 1 of
this series, we shared an inspired definition of luxury, "Supplement of
the Soul". This prompted us to do some soul searching for this article
series and define a universal principle that, if applied objectively,
can give you a tremendous competitive edge as a luxury real estate
marketing professional.
Here it
is: If you really understand what feeds the soul of your clients you can
better help them get what they want. And, they in turn will help you
get what you want—more referrals!
But, here
is the catch. You must suspend your own judgments about what feeds their
soul. And, that does take some soul searching on your part.
If you
secretly harbor judgments about your clients, sooner or later, they will
feel it and that will definitely inhibit referrals. Being
non-judgmental about what feeds their soul accelerates the speed of
trust, which IS the accelerator of referrals. Once
you get your own judgments out of the way you will find that you can
work with a greater variety luxury real estate clients. And, that means
more business.
There are
two universal mindsets of luxury consumers. This does not mean that
your clients are totally in one mindset or the other. It means that one
is their dominant mindset. Luxury
consumers are either predominately “self-actualizing consumers” or they
are predominately “status seeking consumers”. The key is to accept that
one mindset is not better than the other, no matter how you were raised or what you personally believe is right for you.
Stay
objective and non-judgmental. Watch for the clues your clients give you
about their dominant mindset. Then go about helping them get what they
want, what feeds their soul.
Watch for Part 3 of Soul Supplement!
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