How to Market and Sell Your Coaching Like a Luxury Brand (Lessons from ROLLS ROYCE)
There’s a current buying pattern of sophisticated buyers who buy big ticket items —they need more experiential time within a store to actually browse.
And they might browse 4-5 times before they buy anything.
For instance. (Storytime!)
Before I bought my omega watch, I browsed the Omega store in Vegas probably 10 times. The store is right across from the Bellagio Conservatory and each season the Conservatory changes themes. The Bellagio Hotel in Las Vegas decorates a beautiful section of the hotel with a gorgeous blooming plants, flowers etc. One season might be a tea house, one might be a celebration of glittering Lake Cuomo with lemons and Italian motifs. Four times a year the conservatory changes into a riot of colors and fantasy floral land.
Absolutely gorgeous.
I kept a record of the different themes because I took photos each time.
Our pattern went like this. Grab breakfast at a lovely restaurant and linger over coffee. Then follow the short and elegant marble pathway to the Omega store.
Once there, I would tried on several models and think about buying. I looked at different colors. The red, then the butterfly, then the Seamaster. Then the Constellation. Every choice seemed better than the last. And to be honest, I enjoyed the buying process immensely.
The Omega associates were very accommodating. They allowed me plenty of time to look and decide.
There was no pressure —ever, to buy.
And finally on my 11th visit, *3 years later! I was ready! I bought my Constellation watch and my husband made sure I didn’t settle since I wanted the one with the diamonds but was trying to talk myself out of it!
I love my watch, but I also thrilled in the “chase.” Because the process of buying something wonderful should fill you with intense emotions. Especially at the luxury level.
The Lesson from Rolls Royce
Henry Royce met Charles Rolls in May of 1904 and a partnership was born. Royce was a manufacturer of cars and Rolls sold cars in London. They saw the future of cars in the world but back then, few people knew about cars. So they decided as a service to the public, they would put together a guidebook, so to speak, on how to care for a motor car.
Even though most of us know what a jack is, a spare tire, and many of us understand how to put gas in our car and check the oil. Back then, no one had SEEN this type of thing before. (no YOUTUBE in the early 1900s!)
So this guidebook was invaluable to their clients. And really to anyone who bought cars, even if they weren’t Rolls Royce brand.
In very little time, Rolls Royce became a cultural icon because everyone was using their guidebooks, even if you couldn’t afford the cars.
And frankly, the Rolls Royce Ghost was only available at the time to Royals. So most folks couldn’t access the product, yet the gift of the guidebook was instrumental on making the company a household name.
Rolls Royce knew the power of an icon, and the power sometimes comes from the ability to let your clients browse and experience the brand, even if they might not be able to buy *yet. (or ever.)
Here is the point of both these little stories:
On a virtual level, we need to give away enough so people can browse as much as they like before the call.
Do your clients need a complimentary course to explain the method? Do they need content to binge on?
Luxury buyers actually enjoy the experience of browsing. And high ticket clients want to experience your brand before they buy. They want to completely understand the value exchange and why and how this is different. They might want to experience YOU. To create the belief they need to buy the high ticket coaching.
I often see advice like *hide your program and how it works!
Which means we are forced to get on a call to explore it.
Most advanced clients will move on if that’s the method you are using.
Automations can be wonderful if they provide away for the client to explore on their own first.
And I mean actually EXPLORE —a lot.
This of course— depends on the cost of the program and the nuanced understanding of your clients. If a client doesn’t know what is wrong or what they need, they’ll probably need a call. (they will get on calls with you and say “oh I think I just need everything!”)
The more sophisticated the client the less they need your help in determining what is wrong. They might need to do some digging, but normally they have SOME idea. The more they can discern from your content-the better. Especially if you show them the pieces they are missing.
Higher ticket coaching and service clients -they want the info up front We are are all terribly busy! We don’t have time to wade through the muck and (mostly) inexperienced sales people trained in methods from the 1990s
We want simple.
The more complex the sales process and the less we can investigate on our own, the less likely we are to book a sales call.
And most millennials actually prefer to have a call WAY down the road. After they have had a chance to research on their own. And mostly it’s a “fit” call-not a big explanation.
Boomers prefer a call.
So the next question I have, are your clients over age 58?
If not, the clients who can afford you are buying from people who are open about exactly how the program works. And they are researching every aspect of you program and your brand.
Make it fun to buy from you. Give them a guide. Send them to the sale quickly, but let them peruse.
And don’t worry, because there are enough buyers who are just going into the OMEGA store and buying first thing. Not everyone needs 11 visits. But as you get to know your clients more, you can trigger the buying cycle sooner with certain psychological signs. This isn’t manipulation, because I wanted the Omega watch. Your clients want what you have. Or they wouldn’t be browsing in the first place.
Even though you need to give them time, you don’t have to wait to send to the sale. Many luxury buyers decide before they hit the store that they are going to buy.
Everything you do should be sending your clients to a sale. The guide should be a way to find a sales page or a link to buy. If you do a challenge, dont send your client to more busywork on browsing (they will do this beforehand you don’t need to direct it!) Don’t send to the DMS. Figure out the path to the dream. And send them to the sale. (customer journey blog link)
As always, Luxury suggests and invites to buy. We don’t tell or force.
Sell the dream, give a lot. Book your high ticket clients.
