5 Key Sales Lessons from Selling Luxury Assets to Million-Dollar Deals

When it comes to selling, particularly in the luxury and high-ticket space, I’ve seen and done it all. With over 14 years of experience in the sector, as the founder & CEO of House of Luxury Group (House Of Luxury LLC), a brokerage catering to UHNW and HNW clients, and a luxury sales coach/consultant, I’ve closed deals on everything from private jets, supercars, chateaux and yachts to multimillion-dollar business consulting programs.

But here’s the thing: I don’t follow the so-called ‘golden rules’ of selling. I don’t use a one-size-fits-all script. I don’t rely on outdated sales tactics. Instead, I’ve built a system that works, one that has helped me scale to eight-figure revenues while working with celebrities, athletes, and elite entrepreneurs. I’ve even pitched the Queen of England (I didn't close the sale, but that’s beside the point).

Sales is the lifeblood of any profitable business. If you want to master high-value sales, you need to make it effortless, enjoyable, and effective. Here are the five biggest lessons I’ve learned from selling across industries:

1. Throw Away the Rulebook

When I started in sales at 16, I was handed a script and told to follow it. Eight weeks later, I hadn’t sold a single thing, not even a ￡9.99 contract. That failure made me believe I wasn’t cut out for sales. Fast forward to today, and I sell with ease. What changed? I threw away the rulebook.

I realized that the best sales approach isn’t about memorizing scripts, it’s about understanding people. At House of Luxury Group, my team doesn’t follow rigid formulas. Instead, I train them to find their own selling superpower, the unique approach that fits their personality and strengths. When you sell in a way that feels natural, confidence soars and conversions follow.

2. Reclaim the Meaning of Selling

Many entrepreneurs struggle with sales because they associate it with pushy, uncomfortable experiences. But selling isn’t the problem, how people sell is. The truth is, people love to buy. They love the thrill of acquiring something valuable. When sales is done right, it’s empowering for both the buyer and the seller.

I made a conscious decision to redefine selling for myself. Instead of seeing it as manipulation, I now see it as transformation. Selling is about helping someone make a decision that will benefit their life, whether that’s acquiring a dream asset or securing the expertise that takes their business to the next level.

3. It’s Never About the ‘Thing’ You’re Selling

One of the biggest mistakes salespeople make is focusing on the product itself. Buyers aren’t just purchasing a car, a jet, or a consulting program, they’re buying the experience, the status, the transformation.

When I sell a luxury asset, I don’t just talk about its features. I tap into what it represents for the buyer. A supercar isn’t just a mode of transport, it’s a symbol of achievement. A private jet isn’t just about convenience, it’s about reclaiming time and freedom. Even in my consulting, people aren’t buying a program, they’re buying results, confidence, and business transformation. If you want to sell with ease, sell the outcome, not the object.

4. Emotion Drives Every Purchase

No matter the price point, sales are emotional. People make purchasing decisions based on how they feel. In the luxury space, this is amplified. Buyers invest in things that make them feel powerful, exclusive, successful, or fulfilled.

I’ve seen it firsthand in my brokerage. A billionaire doesn’t buy a yacht because they need a boat, they buy it for the prestige, the escape, the status. Similarly, when clients invest in my high-ticket consulting, they aren’t just paying for strategy, they’re paying for the confidence and certainty that comes with it.

If you want to close more sales, focus less on what you say and more on how you make the client feel. Create an emotional experience that makes buying from you a no-brainer.

5. People Don’t Buy the Same Way

This might be the most overlooked factor in sales. Not all buyers think or act the same way. Some need all the details before making a decision, while others buy on gut instinct. Some are driven by logic, while others are driven by emotions. Understanding these differences is key to adapting your approach.

At House of Luxury Group, we tailor the buying experience to the client. A tech entrepreneur buying a rare hypercar might want all the specs and investment potential laid out, while a celebrity might be more focused on how the car fits their personal brand. The best salespeople recognize these nuances and sell accordingly.

Whether you’re selling a multimillion-dollar luxury asset or a high-value coaching program, the principles remain the same.

Know your unique selling style. Reclaim the meaning of selling. Sell the transformation, not the product. Tap into emotion. Adapt to the buyer.

Master these five principles and you’ll not only close more deals, you’ll turn sales into an experience people rave about. And when that happens, your business will never struggle for revenue again.