Paul Collins Associates. . . . Profit from the Experience
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ATTRACTING THE LUXURY CONSUMER
It's Where The Business Is!
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October 2009
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| The Luxury Consumer is Actively Purchasing
Are you visible to the Luxury Consumer?
Shortly
before he died in 1934 under a hail of FBI bullets after emerging from the Biograph
Cinema in Chicago, the USA's public enemy No 1 gave his last radio
interview. "Mr Dillinger", asked the very brave radio journalist "Why do you rob banks..?" "Because", Dillinger replied "that is where the money is."  It may seem obvious or not worth stating, however a good business strategy should focus on where the largest opportunities, with the best return on investment, is to be found.
The Luxury Consumer is where the business is! AND... Luxury Brands attract the Luxury Buyer. Businesses who don't have customers with large budgets typically are not authorized dealers of Luxury Brands.
PCA represents the best in class of luxury brands. These luxury brands are exclusive, create upscale projects with higher budgets and are profit protected. Exclusive brands reinforce
your specialty. Luxury Consumers will refer specialists who provide a full range of consultative services.
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LUXURY CONSUMERS HIRE CONSULTANTS
CONSULTANTS HIRE CONTRACTORS
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Gaining the Trust of the Luxury Consumer
Your Client Must View You as The Consultant
Every jobsite has a pecking order. One high profit producing strategy is to be top of the food chain. The
clients' most influential trades are the architect and the interior
designer. The common element among them. . . . they are trusted consultants.  Creative ideas, passion for the project and client involvement in aesthetic decisions can put you on equal footing with the clients most trusted of trades - The Interior Designer.Showcase
your creative
talents to reinforce your value. A trusted
consultant is valued higher than "the contractor". Each trade has it's top of the food chain professionals. A finish
carpenter
commands a higher rate than a framer. A talented custom wall finisher is in high demand & valued well above the drywall contractor. Consistently showcase your Consultant talents! |
Create Value When Scheduling Time With Your Client
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| The Luxury Consumer has more money than time
Educate To Validate
Luxury Products are defined by brands such as Armani, Bentley, Breitling, Sunseeker and Viking. However, do brands such as Belanca, Mooney or Citation elicit dreams of ownership? Probably not, unless you are a private pilot interested in purchasing a
high performance aircraft.
 Most prospective clients do not know there is a vast performance difference between brands such as Bose and Dali, Visio and Sim2, Denon and Krell or Onkyo versus Bryston.
Luxury buyers are more likely to say no to something they don't know and move on by saying they don't have the budget.
They have the budget for Viking! Won't a stainless steel GE appliance do the job?
Demonstrate To Validate
GE appliances will keep your food cold, cook your food and clean your dishes. Viking, Wolf and Thermador are vastly more expensive than GE and your clients are comfortable paying for them. Why? Fact is, GE is not a status product.
Have you exp erienced the demonstration showroom of a Gaggenau or Wolf appliance? The demo engages all of your senses. Resistance is futile, write the $36,000 check. Can we deliver a similar experience? YES.
Do we? No - the art of the demo is a lost art, but like anything lost, it can be rediscovered.
The Luxury Consumer has more money than time. Remember we are not asking them to make time for a dental appointment. A demonstration that is informative and exciting transforms a client to Luxury Consumer.
Dismiss the Myth
Focus on one or two things you know consumers don't like, such as movies with black bars top and bottom. Briefly explain why black bars appear, followed by a demonstration tha t delivers a bigger, brighter and higher resolution image without black bars! Demonstration reinforces your expert ability to design and complete a magnificent system.
PCA has transformed
it's showroom to an experience center to capture the interest of the luxury consumer. Dealers who actively utilize this resource are upselling and closing sales with significantly increased
profits. Our luxury brand sales this year have already surpassed last years volume by nearly 30%.To schedule a personal demonstration, call or email for a requested date and time. Evening and weekend appointments are in demand and fill quickly. We encourage you to bring your clients
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| Call toll free for more info: 800.950.4434 or visit our website
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