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Selling to The New Elite by Chip BESIO, Doug HARRISON, James TAYLOR, Stephen KRAUS

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CHAPTER FOURThe Passion of the Product

Pleasure in the job puts perfection in the work.”

—ARISTOTLE

THE THIRD ELEMENT in successful interactions between salespeople and their affluent prospects is a passion that is evident in the product or service being sold. Indeed, that’s the very essence of luxury.

There is a point in the range of every product category where the merely excellent is surpassed by the truly exquisite. Luxury products and services are those that offer consumers sublime quality, performance, and emotional connections. In this sense, passion and luxury have intertwined DNA. Both are fundamentally about going beyond. Both are about transcending the utilitarian, the merely necessary, the simple must-have.

Consider the utilitarian ...

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