Selling Luxury: Connect with Affluent Customers, Create Unique Experiences Through Impeccable Service, and Close the Sale

Chapter 67. "Wrap" the price as if it were a gift

As we said earlier, price is only one factor in a purchase. We need to consider the emotional reasons for buying, especially the many facets of life which are celebrated by "gifting" someone dear and important to us. By stating the price alone, the emotional atmosphere desired may be lost. A Sales Ambassador also knows that it is better for the customer to bring up the price.

Imagine the following situations. A customer has just asked how much it costs: "The price is X dollars."

When stated this way, often there is an uncomfortable silence, a doubt on the part of the customer. When stated on its own, all the attention is focused on the cost, instead of the other reasons purchases are made.

By wrapping the price, the benefits and the advantages of the offer are given. The price then becomes only one of the aspects:

"This limited-edition piece at a value of X dollars is already turning into a collector's item. It will be an exceptional addition for your private collection."

"This stunning ring, which comes with a certificate guaranteeing its quality, has a value of X dollars. It is a beautiful way to mark your 10th anniversary, and your wife will enjoy this ring for a lifetime."

By presenting the price in this way, the Sales Ambassador reinforces the personal interests the customer has in the purchase.

Present prices in their beautiful packages.