Selling in the New Luxury Market – It's All About the Mustard

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It's the little things that will set you apart from the pack and get celebrities KNOCKING AT YOUR DOOR!

“Give them what they want, when they want it, how they want it."

This quote that I picked up at the recent Inner Circle Experiences conference in Bal Harbour, Fla., pretty much sums up customer service in the new economy, at a time when the definition of luxury has massively changed.

So Then, What is Luxury?

Luxury is now a whole new ball game, what with the rise of female self-made millionaires and young millionaires and the influx of wealthy foreigners visiting the United States.

To me, luxury always conjured up Arthur, the hero of the 1981 Dudley Moore film, coming out of a Rolls-Royce with his latest lady friend draped in fur and dripping with jewels, all while a tuxedoed driver stood at the ready. No longer. It's really about companies just setting up things to give customers "what they want, when they want it, how they want it.”

If I’m craving a cheeseburger (junior size, with raw onions, with just a little bit sauce), with fries and an iced tea from my favorite haunt, Pie ‘n Burger, I just want it. And before I order the burger I will ask to taste the three kinds of cake there to see if they are worth the calories: I crave chocolate cake baked one day prior, without so many slices cut from it that the inside is dry. If the cake on offer isn’t what I’m imagining, I might order the regular size burger and a chocolate shake instead.

Hyperspecific, yes, but am I that out of the ordinary? Not so much. Gone are the days of that scene in When Harry Met Sally seeming unique because a specific order took 10 minutes. To me and tons of others like me, it’s all about getting things how I want it.

Why? Because I have no time. And neither do most people, at least in their heads. Everyone feels like a hamster on a wheel. When someone does get a break, be it 20 minutes for lunch at the desk or a two-day quasi vacation riddled with email, he or she wants it to be “worth” it.

The luxury market has rebounded, which at first seemed very odd to me. Now, it doesn't seem so much so. If I’m going to work super hard, as a single mom of three kids, keeping the oldest in college and the youngest with her iPad charged, I naturally have less and less time.

Therefore, I need to be sure to always use every service possible to move the needle forward on my efficiency. That includes taking advantage of apps, virtual assistance and having prescriptions delivered vs. making a stop at the pharmacy. Everyone is just plain strapped for time, and therein lies the opportunity.

Want to compete in the new luxury market?

Read my full article at Entrepreneur.com to get five tips on how to put yourself in this market!

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