Are you disqualifying potential clients?
LUXURY INSIGHTS | March 9, 2025
Timeless insights for luxury brands.
This past week alone, over 50% of the luxury brands I audited were disqualifying prospects. (Unintentionally, of course.)
Disqualifying prospects can occur in numerous ways, some of which are easier to identify than others, but the impact is always the same: you are very likely losing potential clients.
This often occurs as a result of doubting the value of your products/services, or feeling uncertain about whether consumers will pay for what you have to offer.
Both are detrimental in the luxury sector, as luxury clientele expect high value and are willing to pay higher prices, so implying that value or price isn’t quantified actually disqualifies your brand.
01. INSIGHT
Unintentionally disqualifying prospects is very different from the “disqualification mindset,” which is a sales tactic used to connect with ideal customers.
The first assumes there is no intention to purchase, the latter is intended to attract the right customer by first calling out who the offer isn’t for.
Example of disqualifying prospects:
“If you are not in the market for xyz, then just join us on social media.”
Example of the disqualification mindset technique in action:
“If you are looking for overnight success, this program isn’t for you. If, however, you are ready to put in the work to build a scalable business that stands the test of time, let’s chat.”
02. INSPIRATION
“We miss 100% of the sales we don’t ask for.”
— Zig Ziglar
03. INTENTION
Are you unintentionally disqualifying prospective clientele?
Remember that assuming someone isn’t interested in what you offer does not do you—or your prospective clientele—any favors.
Here’s to more sales,
Creator of Luxury Insights
Founder of The Luxury Copywriting Company
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