Navigating the new era of luxury℠

We help clients tell more compelling stories of value through the new language of luxury and more effective sales communication, resulting in stronger profits and happier customers.

EXPERTISE

Authlux consulting

We navigate our lives and perceive what is valuable through great stories. After 40 years of discovering, shaping and telling the stories behind the most luxurious products for the kitchen and bath market, we are passionate about the narratives that define all authentic luxury and bespoke brands. We define authentic luxury (Authlux) as products and services that possess originality, integrity, transparency and provenance. The affluent and aspiring luxury consumer is adroit, complex and evolving. If you market a premium or luxury brand, we can help you tell them your story.

[Your dilemma]

"Why is this product so expensive?"

Too often, sales and marketing professionals wince at these sorts of questions when, in fact, it's your greatest opportunity to tell a one-of-a-kind story and capture your client's imagination. Even the best sales teams or specifiers could use help communicating the value of their products and services more effectively.

[Our Solution]

Master the language of luxury.

We’ve been fortunate to have spent more than 30 years working with our family business, successfully marketing luxury options in a commodity world. We built a sales and distribution business into a trusted luxury brand and collaborated with the best retailers, designers, builders and tradespeople. We succeeded by understanding their concerns, providing consistent service and differentiating our products through the language of luxury.

Today, that vocabulary is changing. We all have to become better at communicating our value and the value of new luxury in an evolving world. We're fans of all those who market and specify great products and want to see you succeed. The Rohl Model is hungry but humble. Based in experience but open to gathering and sharing new learning. If you or your team want to tell more compelling stories about your brand or the products you market, we'd like the opportunity to work with you.

– Greg Rohl & Lou Rohl

Service Offerings

Sales Training & Marketing

Empathy is the first step to getting the spec. Too often, sales training focuses on product and process (the science of selling). Authentic influence and connecting with an audience or client (the art of selling) is left to personal ability. We aren’t all born communicators, but it is something we can learn and improve. I’ve conducted hundreds of trainings large and small, learned a lot through experience and continue to study the skills of effective communication.

Personal Branding

Whatever you are selling, you first sell yourself. In today’s omni channel world, that old saw is more true than ever. Often, we know how to talk about a product or a project, but do we know how to tell our own story? I help clients walk through a process that identifies their personal authenticity, creating a person brand story that relates not only their own authority, but commitment to their customer’s happiness.
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Education

[CEU Course]

This course presents review through the lens of language, highlighting a particular vocabulary that offers a short-hand for improving our skills in building rapport, education and imbuing value, so that clients select the best possible products and our businesses are strengthened against commodification.

“Loved the emphasis on experiences and less product based”

“One of the best educational sessions I've attended throughout my career.”

our process

How we work

If you or your business could use some help crafting a more compelling brand story, improving luxury marketing communications, and training employees to better communicate the value of the premium products, I’m here to help.

research

Through close collaboration, we craft a plan for your brand’s success.

formulation

We immerse ourselves in the brand and customer journey.

validation

We articulate the essence of your business with style and substance.

Solution