Preface
Part I Luxury Advisors
- "Be" Luxury
- Looking luxury
- Speaking Luxury
- Moving Luxury
- Building Luxury interactions
- Be Gentle- Be Generous
- Be Human
- Be professional
Part II Luxury Customers: Understand Luxury- Why do people buy luxury?- The need for self-affirmation
- The need for pleasure
- New clients: new money, new generation
- International clientele: new faces, different behaviour
- E-Clients: impact of digital
- Chinese customers: some success keysPart III Luxury Selling:
- Luxury customers decision process- The persuasion
- The 5 motivational factors
- Brand- Desire
- Price/Value
- Service
- Time
Part IV The 7 steps of Active Selling
- Preparing
- Welcoming- Discovering
- Presenting
- 5-Convincing
- Closing
- Building relationship
Part V Conclusion- Change yourself first: Think rational but allow emotional
About the Author: Francis Srun is the Founding Director of Consultancy firm, Retail Performance. Previously, he had been Managing Director Pacific Asia for Maison Boucheron, a French luxury jewelry house. Fluent in French, English and Chinese. Srun's international career path has seen him work in France, Switzerland, China, Taiwan and Hong Kong. With over 20 years experience spanning both high end Luxury Sales and Marketing, with houses like Maison Piaget, Ralph Lauren, and Boucheron and mass distribution operations like French Hypermarket Carrefour, French Press Distributor Lagardère Services, Francis Srun is a recognized expert in retail sales.
In 2013 he published Vendre Le Luxe, the first book in French about selling luxury, presenting selling techniques and customer psychology. He is a regular speaker on Luxury, Asia, Retail and Affluent customers.
