Ragan Grossman on Selling Luxury

On Episode 116 of The No Limits Selling Podcast, we have Ragan Grossman, a Luxury Sales Consultant & Trainer. Ragan began her sales career in 2005 with Four Seasons Hotel & Resorts. She then worked for the legendary Little Nell Hotel in Aspen Colorado where she helped produce nationally recognized events like the Food & Wine Festival as well as the X Games.

Ragan returned to Four Seasons in corporate sales where she covered multiple geographic territories, developed training programs for new hires, and was part of a transition team that assisted in rebranding new hotels added to the Four Seasons portfolio.

In 2016, Marriott hired Ragan as the Director of Sales at the Phoenician Resort in Scottsdale Arizona due to her luxury background. She led the department of thirteen through not only the Starwood/Marriott merger, but also through a complete, two year, $120M renovation. Ragan now helps train sellers across all industries, and speaks about how to effectively navigate the corporate culture.

Contact Ragan: 

• Sales Stamina: A Five Step Process To Help You Sell Anything
• LinkedIn

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Summary

Introduction and Welcome

The podcast begins with the host, Umar Hameed, welcoming the listeners to the No Limits Selling Podcast. He introduces the guest, Ragan Grossman, who is an expert at selling luxury. Ragan thanks Umar for having her on the show.

Discussing Sales and Luxury

Umar brings up a client, Smyth Jewelers, and discusses how new salespeople often have hangups around money. He asks Ragan about her experiences training people to sell luxury items. Ragan explains that one of the first things you have to do is get the salespeople to see the value in what they are selling. She shares her experience of starting in the luxury hotel world where she had to sell a Coke for $8.

The Importance of Consistency

Ragan emphasizes the importance of consistency in selling luxury items. She explains that high-end companies have a reputation for consistently superior products or services. It's important for salespeople to also be consistently superior. She shares that it became quite easy to make sales once she understood and believed in the value of the products she was selling.

Selling a Luxury Experience

Umar and Ragan discuss the difference between selling a product and selling an experience. They talk about how the level of service, amenities, and overall experience can justify a higher price for luxury items. Ragan shares her experience of selling luxury hotel rooms and how she had to explain the value of the elevated cost to customers.

Overcoming Challenges

Ragan shares a story about a challenging request from a client and how she managed to fulfill it by thinking creatively and figuring out how to get to a "yes". She explains that part of selling luxury is about figuring out how to make the client's wishes happen, no matter how astronomical they might seem.

Conclusion

In the podcast "Ragan Grossman Video Interview Audio," Ragan Grossman, an expert in selling luxury, shares her insights and experiences with host Umar Hameed. The discussion revolves around the nuances of selling luxury items and services, the importance of understanding and believing in the value of what you're selling, and the need for consistency in delivering superior quality. Ragan emphasizes the difference between selling a product and selling an experience, highlighting that the level of service, amenities, and overall experience can justify a higher price for luxury items.

She also shares a personal story about a challenging client request, illustrating the importance of creative problem-solving and determination in achieving a positive outcome. The podcast concludes with an appreciation for Ragan's transparency and the valuable lessons she shared from her experiences.