Basic Rules when I deal Selling supercars
1. The Luxury Look
Looking luxury means that you can carry the brand´s image, heritage, tradition, seriousness, and creativity that suppose that we represent.
When a customer enters the dealership is a must to be perceived positively and is the first message you give. But looking good is not sufficient, as we are not only selling good products but outstanding creations, high-performance, and high-value cars, and customers are expecting the best from the employees and the brand. We want to build exceptional relations with them, as they are expecting a really good customer experience. Sophisticated, elegant, charming, and professional must be words to define the look.
2. the purchasing is emotional, not rational.
A luxury car exceeds the utility of the use, driving from point A to B. The purchase of a Lamborghini goes beyond the utility of the car, the customer has overcome the limitations of daily life and has entered a privileged world where the key to entry is no longer functional, but aesthetic, sensual, and hedonistic. Is something pleasurable, special and experiential for the driver.
The brain is rational and studies options; the heart is vibrant and makes decisions, so the moment of purchasing a supercar or luxury car, the customer is moved by emotions. And that's why the language and service given by the Sales Executive should be emotional rather than just functional. There is one reason for buying: desire; and one reason for not buying: fear.
There are three aspects of the emotional part of the purchase: 1- The brand itself which is a concentration of emotions and image and the customer wants to be part of it. For example, Lamborghini is the shape of the future, very fast and extreme. 2- Heritage and tradition play an important role in the imagination of the customer who wants to own one of the creations from that legacy. 3- The emotional value offered by the product itself, could be the design, the sensations provoked by the sound and the drive feeling.
3. Luxury Speaking
aligned with the sophisticated image we want to project, our words and way of communication will follow this way.
The tone must be the gentle tone mode. That means that the customer needs to feel your smile in your voice, slowly and clearly because you care about our customer's understanding. Converse rather than broadcast, the customers need to be asked and have space to talk about their necessities to have an engaging conversation, it is all about the subtle dosage of what you say yourself and what space you leave your customer to speak.
Some customers are total experts in cars and they already know about the model they are looking for, so good information for them must be new information, and good information only counts if it is the right information. So the cars we are selling are full of details and precisely handcrafted and elaborated so you have to be precise and illustrate the superiority of our cars.
4. Persuasion is not convincing
The golden rule here is that the customer knows better what is good for him and will always feel that he is right, our client is a winner and a successful person. For example, when someone is looking for her/his first Lamborghini, the goal is to generate a strong desire and reduce all the fears.
To convince doesn´t work in luxury cars, convince is confronting ideas, so by trying to convince, you demonstrate that you are right and your customer is wrong and you imposed your idea, you can´t set your preferences and personal taste before those of the client. Here, the role of a winner and a loser dealing in luxury is not acceptable.
The customer is not an opponent and you want your customer to be more than happy with the decision he is taking and you need to generate a feeling of partnership with your customer. You need to adopt a more neutral tone and provide all the information, figures, and numbers that the customer may need to make his decision while you are building trust.
5- Luxury is not about the price:
In luxury, the price is a sensitive aspect to deal with when we talk about it. In luxury only talking about price or doing it immediately is to admit that you haven´t anything best to say about your product and this devaluates it straight away in the eyes of your customer.
As a highlight, the level of price is related to the quality and category of the car, but the perception of expensive or not depends on the level of wealth of the customer. A 1Millon € Limited Edition Lamborghini can be seen as reasonable when is perceived that has a great value as an investment and is an iconic limited production piece of 25 cars in the World.
In sales, is needed to be able to explain the price and defend it, as a sum of value: Brand: exclusivity, and heritage. Product: quality, the process of development, rarity. Place: Service and after-sales 1-to-1 experience. Time: Luxury is built to last, newness, pleasure of the moment.
