The proliferation of digital access during the pandemic has created a world where consumers are able to interact and transact without engaging directly with humans, and many may prefer it. Digital access with no human contact has clear advantages, especially for purchasing low-value commodity goods. However, affluent consumers will still have the basic need to interact with trusted expert advisors who serve their best interests when they make high-value, high-investment, high-risk, and highly emotional luxury purchases and decisions, virtually and face-to-face. In wealth management, real estate, private aviation, yachting, travel, health and wellness, and other highly considered purchases and decisions, a trusted expert is usually required, and preferred. Unfortunately, luxury brands often alienate their clients and associates with transactional techniques. Today, many luxury brands are failing to serve their clients’ and associates’ best interests, and ultimately their own.

In this podcast, Luxury Institute CEO, Milton Pedraza shares details from the July 2020 white paper that outlines five powerful steps brands can take now to transform their “sales force” into a humanistic, high-performance “relationship building team” post pandemic.

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