In the previous section, we realized that a customer’s decision making process is subject to desires rather than needs: the more a customer desires something, the more willing he is to commit. But, at the same time, a customer can have fears. And fears are reasons for unsuccessful sales. To succeed, the sales advisor will need to generate strong desires and reduce all fears. Sales advisors will need to manage the emotional part of the decision, not just the rational aspect.

To achieve good results, it is important to know that the true spirit of Luxury selling is persuasion. I believe that this is one of the most important elements of this book. I invite you to fully understand the power of the persuasive approach.

Story Corner

A kingdom was attacked and the king asked his ministers and his son to advise. The general said: "My Lord, we have to strike back now, we will win, I am sure. We need to keep our kingdom." The prime minister said: "No my Lord, we cannot win the battle for sure. We have to negotiate our surrender. At least then we don't have to sacrifice so many people."

The king asked the prince what they should do.

"My Lord, you know that I am in favor of striking back. But I have to tell you that I am not sure if we will win the battle. But there is also chance that we will. On the surrendering option, I am sure that we will lose our kingdom. The decision is yours, my Lord."

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