High End: Are You Selling the Life of Luxury?

Some believe luxury is fancy clothes, first class hotels and fast cars. Others see luxury as time to follow a passion or the chance to sit with friends and share a dab.

Smoke shops aren’t in the business of selling Bentley’s. There are some baller-worthy vapes out there made from white gold and encrusted with diamonds, but it’s likely those aren’t aimed at your customers. In most smoke shops, the fanciest smoking devices bring a few hundred dollars. And for the customers who are buying those top-shelf products, it feels like making an investment.

The reality is that luxury is a perception — each person’s view of luxury is different from the next. If it feels like luxury to them, then it is. One of the most valuable lessons you can learn from people selling luxury goods is to make a connection with the buyer and ensure that for them it’s a personal experience.

Connect with the Customer. This is where the entire experience begins. Your salespeople need to engage the customer in a genuine, meaningful way. That means seeing things from their point of view, listening to their wants and needs, and deriving genuine joy in selling them quality products. Your salespeople need to be counselors and psychologists, sometimes all at once, which makes them trusted advisors.

Connect the Customer to the Product. A big part of the experience for the customer is having someone relate the product to their specific wants and needs. Your goal is to make the buying decision an emotional response instead of a logical cost calculation. Not every customer is the same, so you’ll need to shape your pitch to their individual personality styles. That means cut it down so “Drivers” quickly see why it’s the best, stretch it out with reams of information so “Analyticals” know how it’s the best. “Expressives” want you to explain its uniqueness, and “Amiables” want to know how popular it is and which celebrities have endorsed it.

Connect the Product to Additional Value. Selling a single product is, by and large, a waste of much of the effort that goes into turning a shopper into a buyer. It takes so much effort, don’t squander the opportunity by only selling one item. Look for ways to suggestively sell additional items that can add value to the original purchase. These complementary items help increase your per-ticket sale, but more importantly, it gives your customers a more useful product — and turns a luxury into a necessity.


Recent Articles

Does cannabis help with pain relief? Or is it all in your head?

According to new research, the placebo response –- the appearance of improvement in a person’s physical or mental health after taking a placebo or ‘dummy’ treatment — amounts to 67% of the pain relief associated with genuine cannabinoids. Looking into 20 studies using cannabis for pain control in over 1,450 people between the ages of

Read More »

How to Protect The Health and Wellness of Your Most Valuable Asset – Your Employees

Employee Assistance Programs (EAP) have become a vital resource for small business owners. Unfortunately, many of you aren’t aware of their existence or the services they provide such as counseling for those affected by workplace violence, wellness matters, traumatic events, relationship challenges, professional harassment, legal matters, adoption issues, eldercare and child care and more. Coverage

Read More »

Upcoming Legislative Sessions: What can we expect to see?

In my last article I discussed the 2022 legislative sessions in many states. In this article I want to shed some light on what we and many other advocates across the country anticipate in the 2023 session. As always, if you have any questions about how to get involved, ideas and relationships you may have

Read More »

How to Attract Seasonal Help

If you’re struggling to find seasonal workers, you’re not alone. A recent survey found that a quarter of small business owners have had a harder time finding seasonal help this year than in the past. And given that the clock’s ticking down, you might be growing increasingly desperate to find temporary workers. Offering minimal wages

Read More »

Cannabis Banking Bill Could Pass Congress by Year’s End

It has been a long road for the cannabis banking bill that aims to protect financial institutions that work with the marijuana industry. But analysts say the “SAFE Banking Plus,” has a roughly 70% chance of passing before the end of 2022. The House passed the SAFE Banking Act in 2021 and 2019, but getting

Read More »

Social Media

Most Recent

Are you 18 or older?