Gaggenau and Fuse Specialty Appliances had the privilege of hosting an exclusive luxury selling workshop with the esteemed Dr. Daniel Langer, CEO of Équité and Global Top 5 Luxury Key Opinion Leader. The workshop, held at the Gaggenau Miami Experience & Design Center, was a continuation of engagement following the Retail Leadership Luxury Summit held in November 2023 . The focused training session was designed to elevate the sales associates’ expertise in the art of luxury selling offering sessions in both the morning and afternoon in order to maximize the attendance opportunities for associates.

A collage featuring guests from Fuse, as well as Dr. Langer smiling for the camera.

The morning session began with an elegant breakfast curated by Chef Stella Giraldella and served in the exquisite new Miami Gaggenau kitchen. During this time, attendees mingled throughout the showroom, engaging with Gaggenau’s cutting-edge appliances and the EDC team.

Dr. Langer delivered a compelling one-hour presentation on the state of luxury today. He delved into the psyche of the modern luxury consumer, providing an understanding of who they are and how they engage with brands. His insights on how to communicate effectively with this discerning clientele to unlock maximum sales potential was both thought-provoking and actionable.

Following a brief intermission, the session resumed with an interactive workshop. Attendees were divided into breakout groups, each tasked with applying Dr. Langer’s strategies to real-world scenarios. This collaborative exercise culminated in presentations to the larger group, showcasing innovative approaches to luxury selling that each team had developed.

Chef Stella explaining her process to attendees.

An afternoon session mirrored the morning’s structure, beginning with a delicious lunch, crafted by Chef Stella in the Gaggenau kitchen for the second group of Fuse associates. Guests were given an opportunity to explore and interact with products and to connect with the EDC staff, fostering a deeper connection to the Gaggenau brand.

A collage showing on the event's many decadent dishes, as well as guests mingling under the lovely Miami showroom chandelier.

Dr. Langer’s afternoon presentation touched on the same key themes of the morning, enforcing the importance of understanding and engaging the luxury consumer. The session concluded with an interactive breakout workshop similar to the morning session.

The commitment from Fuse’s leadership and their sales associates to integrating these new techniques into their daily interactions was evident and the engagement and passion displayed by all participants underscored the importance of understanding the nuanced art of luxury selling.