Luxury Selling by MCR: placing emotion at the heart of the customer relationship

France, the land of luxury, embodies an undeniable excellence, the result of unique craftsmanship and exceptional trades. Behind every luxury creation, there is more than quality and design: it is our pleasure to evoke emotion. Through our creations and the in-store experience, lies a major and daily challenge, even for the most prestigious brands.

The importance of emotion in luxury sales

As explained by Francis Srun, a leading expert in Retail-Luxury, author of “Vendre le Luxe” (Eyrolles, FR) and “Luxury Selling” (Palgrave, UK), with 25 years of experience at prestigious houses such as Piaget, Boucheron, and Ralph Lauren:

“Selling luxury creations is a demanding profession. Being a brand ambassador means representing it with pride, but also defending it: by creating extraordinary emotion, subtly guiding clients, to successfully achieve a positive investment decision.”

This skill is crucial, regardless of the profile of top salespeople. It relies on a specific attitude, method, and relational techniques, which form a true expertise in retail sales. This know-how becomes the brand’s spearhead. It is precisely with this mindset that MCR Groupe supports major luxury brands, advising and training their teams to achieve retail sales excellence.

“It’s a real profession: a personality, an attitude, a method, and effective relational techniques. It’s a unique expertise for each brand, its signature in customer relations. That is LUXURY SELLING by MCR: guiding major luxury brands through our relevant advice and training of their teams. Towards excellence, with humility.”

MCR Groupe’s approach: placing emotion at the heart of purchase decisions

Frédéric Bonneton, CEO and founder of MCR Groupe, and author of “La Négociation Émotionnelle”, shares this vision, stating: “If we had to sum up all the actions performed by a salesperson into one objective, it would be to help the client make a positive decision.” Advances in neuroscience have revealed that decision-making is primarily emotional. Rationalism, when poorly approached, becomes an obstacle for the salesperson. In the luxury sector, this understanding is crucial: selling exceptional items relies as much on the salesperson’s ability to facilitate the sale as it does on the risk of jeopardizing it.

The codes of luxury, sometimes blurred between hard selling and positive influence, have transformed salespeople into advisors who may lose sight of the decision goal. This is why MCR Groupe, together with Francis Srun, developed the “Impulse 1357” method, a tool designed to restore salespeople’s ability to sell, which makes all the difference. This method aims to strengthen team skills by focusing on creating a strong emotional connection with the client, the catalyst for purchase decisions.

The best customer experience is a buying experience! MCR Groupe, alongside Francis Srun, has developed the “Impulse 1357” method, an effective yet elegant tool-method. Luxury is about selling with artistry and style. Our approach is to enhance your practices by simply placing emotion at the heart of the customer relationship.

With the introduction of Luxury Selling, MCR Groupe positions itself as a key player in supporting luxury brands toward ever-greater excellence. By placing emotion at the center of the sales strategy, MCR Groupe reinvents the art of selling luxury, turning every interaction into an unforgettable moment for the customer and a success driver for the brand.

To learn more: https://www.mcr-consultants.com/luxuryselling/