Opinion: The missing human touch in luxury sales

In luxury retail, regardless of category, we often encounter a surprising phenomenon: sales associates afraid to sell. This may seem counterintuitive, given that selling is their primary role. However, numerous mystery shopping projects across various luxury sectors reveal a consistent pattern—sales personnel frequently struggle to adapt to clients, establish rapport, and anticipate their needs effectively. Recently, I conducted a mystery shopping project, visiting different locations in search of a limited-edition prestige alcohol bottle priced at $60,000. In every case, the sales staff appeared intimidated by the high-ticket item. The client experience collapsed—there was no brand storytelling, no engagement, and no personal connection. The lack of empathy made the process feel cold, distant and even arrogant. And arrogance never feels luxurious. The human element in luxury Luxury is, at its core, a deeply human experience. A brand’s success hinges on its ability to create meaningful connections. When sales associates fail to bridge this gap, the luxury experience suffers, damaging brand reputation and losing valuable sales opportunities. In my previous writings, I’ve emphasized the importance of human connection in luxury retail. In a recent article, I noted that "training is rapidly emerging as the secret weapon that can make or break a brand’s success in today’s market." Beyond product knowledge While product knowledge is essential, luxury brands must go further. They need to tackle the fear of selling and boost sales teams’ confidence. This requires training in sales techniques, emotional intelligence, cultural awareness, and the ability to read and respond to subtle client cues. Sales associates must feel comfortable engaging with clients across wealth levels and backgrounds. They should be able to lead meaningful conversations that go beyond products, touching on lifestyle, aspirations and personal tastes. This requires confidence and genuine interest in the client as an individual. Creating authentic connections Overcoming this fear lies in fostering authentic connections. Sales associates should view each interaction as an opportunity to learn about the client’s world rather than feeling intimidated by it. A curious, open approach creates a more relaxed and genuine atmosphere, benefiting both the client and the associate. This shift demands a different kind of training than what is commonly applied. Luxury brands must invest in intensive, transformational and client-centric programs that go beyond product knowledge and into the psychology of ultra-luxury client expectations. Too often, training focuses on irrelevant aspects and underestimates what truly matters. The confidence factor Confidence is key in luxury sales. When sales associates feel empowered, they are more likely to deliver exceptional experiences. This confidence comes not just from product knowledge but also from understanding the lifestyle and mindset of luxury consumers. Brands must foster an environment where sales associates feel valued. This includes ongoing training, recognition for successful interactions and a supportive team culture that encourages learning and growth. A human-centric approach The fear of selling luxury is a significant challenge brands must address to succeed in today’s hyper-competitive market. By focusing on the human element and equipping their teams with the right skills and mindset, brands can overcome this hurdle. Luxury is no longer just about the product — it’s about the experience, the emotion and the connection. When sales associates engage with clients confidently and authentically, they create the kind of memorable experiences that define true luxury. As luxury evolves, the brands that invest in their people and prioritize human connection will be the ones that thrive. Addressing the fear of selling and building confidence ensures that every client interaction becomes an opportunity to showcase the very best of luxury—a truly personalized, human-centric experience that extends beyond the transaction, fostering lasting relationships and brand loyalty. This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others; Daniel holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy. Follow him: LinkedIn and Instagram. Listen to his Future of Luxury podcast.

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The missing human touch in luxury sales