“As a rule, I believe it pays to think of high-end buyers as the same as you and me, except they have lots more money,” says my colleague, Ruth Sheldon, a copywriter specializing in luxury product marketing.
Here are 3 tips from Ruth on how to sell costly goods and services to affluent buyers:
1. They love a deal. Even though they have more resources than most, buyers of luxury products want to think they’re getting a bargain.
Being frugal may be how they got their money in the first place, and wanting to get a deal will always be a part of their emotional make-up. Besides, thinking you’ve scored big-time is part of the game—and everyone wants to feel like a winner.
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2. They love exclusivity. Consumers of luxury goods want to feel the product or service for which they are being asked to spend top dollar, will not be available to everyone. They can afford to be different—and they’re willing to pay for it. Try to use one-of-a-kind or limited edition positioning if possible.
3. They want value—and do their homework to make sure they get it. Although luxury car buyers, for example, will spend hundreds of thousands of dollars for a car without flinching, you can be sure they’ll carefully evaluate performance, safety, acceleration speeds, etc. to make sure they’re getting exactly what they want.
So be prepared to give them the facts they want along with a knock-your-socks off emotional appeal. You can call Ruth Sheldon at (212) 873-0496 or e-mail her at shelru@aol.com.