Molly Goddard & Joel Jeffery | Co-Founders of Desmond & Dempsey: How to sell luxury goods

Selling any product is a skill but selling a product with a luxury price tag is a nuanced skill. As this season is focused on sales I wanted to interview people with experience in differentiating their product in a crowded market & find out how they managed to sell it. Molly Goddard & Joel Jeffery co-founded the luxury pyjama brand Desmond & Dempsey in 2014. Over a decade the couple has redefined the concept of luxury sleepwear & secured listings in Harrods, Harvey Nichols & Selfridges very early on in their business.  Keep listening to hear Molly & Joel’s advice on how they tackled sales. Molly and Joel’s Advice:Impart your message (in their case the benefits of relaxation) with positivity; buying this product is a treat for yourself, it’s all about funIt’s one thing to love your product but you must take sales seriouslyEnjoy the art of selling!  Share news of your product as widely as you can, and always in an optimistic wayPay attention to the market and always note customer preferencesAsk your clients questions, constantly monitor their tastes and their attitudesBe aware of daily sales; if you can achieve wholesale orders this will give you the freedom to take out loansWhen selling to retail clients, find your niche in the marketUse instagram / a website / word of mouth / email your customersPR will pay off and is a valuable toolBranding is important; while obviously the product must be good, you also need to make your customers feel special.  This is often achieved with some extra-special packagingYour customers are buying an expensive product and they should feel excited by both the purchase and the product, the anticipation and the reality FF&M enables you to own your own PR & produces podcasts. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.  FF&M recommends: LastPass the password-keeping site that syncs between devices.Google Workspace is brilliant for small businessesBuzzsprout podcast "how to" & hosting directoryCanva has proved invaluable for creating all the social media assets and audio bites. MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail Support the show