Selling The Irrational To The Rational: Three Ways To Craft A Unique Value Proposition
Jean-Claude Biver is a talented salesman. At Hublot, a watchmaker that he has run since 2004, sales are down by only 15% this year—a considerably better performance than Switzerland’s luxury-watch business as a whole, which has seen sales slump by about 30%. Hublot’s sales increased more than fivefold between 2004 and 2007, a record that enticed LVMH, a luxury-goods conglomerate, to buy the firm last year.
This case study describes the three approaches he has taken to crafting a unique value proposition in this market, or, as he puts in, "selling the irrational to the rational."
Case Study: http://bit.ly/7bALcg
Posted by BTS Group AB
