Elevating Luxury: How to Ensure Luxury Buyers Feel Confident in Their Purchases

Luxury goods and service providers have an additional responsibility to their luxury buyers that often gets overlooked. It can be easy to assume that when money isn’t an issue and the purchase is perhaps an easy one, that your customer doesn’t also need to feel good about their purchase. Hardly anything can be further from the truth.

There is a delicate dance between indulgence and justification that many luxury buyers experience. No matter how “easy” the purchase is for the luxury buyer, they also want to feel good about their purchase and decision. There are many things a luxury business and brand can and should do to help their customers justify the expense, instill confidence, and all around feel great about their purchasing decision.

Show the Craftsmanship

On a recent trip to Paris, an experience I had at one of the finest brands Paris has to offer stood out to me. A visit to the iconic Dior store and La Galerie Dior at 30 Avenue Montaigne. First, there was the purchase which of course was a wonderful experience. There were a couple of items I was in pursuit of. But it was after the purchase that the magic happened. That was a visit to La Galerie Dior, an extensive museum and history timeline of Christian Dior and the iconic House of Dior.

Once educated about the history of this iconic luxury brand, and exposed to the incredible details of the work, the unwavering craftsmanship, the brilliance of the design, and the depth of care for the Paris ladies he designed for, any purchase would be fully justified. Suddenly, the most expensive of purchases would feel like the value is greater than the investment.

In my photography business, all our portrait frames were hand carved and finished in 22kt gold. They were an investment and one my clients would often question. Once I provided a video of the process and craftsmanship, the questions were lessoned and more than one time clients commented they were surprised the frames didn’t cost more.

Allow your luxury buyers to experience the craftsmanship, hard work, and attention to detail that goes into the goods and services you provide. Chances are that if you’re as good as you likely are, you make it look easy. Show the background story and do your buyers a favor and help them feel great about their buying decision. 

Understand the Emotional Connection

Often luxury buyers have a reason for their purchase that may not seem obvious. Inquire as to why this purchase is meaningful or important to them. Perhaps the purchase is to commemorate a special occasion or holds a deeper meaning. When purchasing a shirt at one of my favorite designers in Paris, the sales associate wisely asked if this was a gift. When I explained it was a birthday gift for myself he quickly congratulated me and reached into a drawer to provide me with a card pre-signed for such occasions by the designer himself. Had he not asked, the moment to enjoy the experience even more and this meaningful keepsake would have been missed. 

Luxury purchases often have meaning. Take the time to inquire about the emotional connection the buyer has to that purchasing decision and the experience now outweighs any concern there may have been about the investment. 

Values and Transparency

By fostering a deeper understanding of the brand's ethos and values, buyers can appreciate the intrinsic worth of their purchases beyond the price tag. Similarly, transparency is another key element in building buyer confidence. Luxury buyers are discerning individuals who seek authenticity and integrity in their purchases. Therefore, brands must be forthcoming about their sourcing, production processes, and ethical practices. Whether it's sustainable materials, fair labor practices, or charitable initiatives, highlighting these aspects not only aligns with the values of conscientious luxury consumers but also reinforces the notion that their luxury indulgence is contributing to a greater good.

Post-Purchase Experience

Lastly, creating a post-purchase experience and reassurance is essential in ensuring buyer satisfaction. Luxury buyers expect impeccable service during the purchase transaction. It’s not easy to impress there. But you can impress and provide reassurance in their decision with exceptional post-purchase experience. I have to say, I think luxury brands in Paris do this better than any place in the world. Whether it's a follow-up text, email, or a phone call checking in a day or so later, these are the personalized post-purchase experiences that go the extra mile to ensure customer satisfaction, demonstrate a commitment to excellence, and foster long-term loyalty. At one luxury brand, not only did the sales associate in Paris send a follow-up text, but the sales associate in the U.S. who has helped me many times locally texted to wish me a wonderful experience with the brand in Paris and welcomed me to see her again once I return from my trip. Now that’s a post-purchase experience and one that gives confidence to your buyer that they know they made the right decision.

Making luxury buyers feel better about their purchases requires a multifaceted approach that goes beyond the product itself. By emphasizing craftsmanship, the emotional connection, values and transparency, and a post-purchase experience, luxury brands can create an environment where buyers feel confident, valued, and validated in their indulgences. Ultimately, it's not just about selling products; it's about cultivating meaningful relationships and enriching the lives of discerning consumers.

Through this newsletter, I hope to inspire you and provide insights that will give you an edge in your luxury business. The diamond edge--sharp, precise, intentional, and cuts through. All necessary elements to be exceptional in business.

Please subscribe to the Diamond Edge newsletter so you don't miss any gems in the future

Few people can speak about the emotions and behavior of the luxury market better than Jeffrey Shaw. Having been a preeminent portrait photographer in the U.S. for 40 years serving the most discerning clientele, as Jeffrey says, "I don't just know this market, I was in their closets."

A speaker who lights up an audience with innovative marketing and branding ideas, offering a whole new perspective on business, customer service, and the behavior of luxury buyers to motivate business owners and luxury brands to implement proven strategies, grow their businesses, and raise standards in the world.

The author of LINGO and The Self-Employed Life, a TEDx speaker featured on TED.com, host of the popular podcast, The Self-Employed Life, and Founder of The Self-Employed Business Institute.

For more information about Keynotes, Coaching, Luxury Marketing, and my year-long High Achievers Mastermind- www.jeffreyshaw.com