I’ve spent most of my professional career explaining what makes luxury selling different than just selling. In “White Glove Trust” Chris Olshan details what sets true luxury brands apart from those that profess to offer luxury, but which are just looking for exposure.. As Olshan states, “Extravagance screams ‘Look at me!’ Luxury says ‘We see you.'” Luxury is based on creating a relationship of trust between the brand and the customer. That trust must be built on deliberate acts and paying attention to the “impeccable details.” Trust is based on consistency and where it fails is when there is a gap between the promise and the follow-up. What I love about this book is that it’s not just a handbook on how to close that gap; it is a creed for understanding the core philosophy of relationship building.
The framework is practical and structured and include concepts such as “relationship infrastructure,” “aftercare,” and “guiding taste without humiliation.” Olshan gives readers actionable ways to think about trust-building. Particularly compelling is his emphasis on continuity—ensuring that relationships don’t end at the point of sale but evolve into ongoing, meaningful connections.
Get out your pen and notebook, your highlighter, or whatever you use to capture words of wisdom, because this book will have you writing down quote after quote, and idea after idea. Above all it will leave you with the questions you should be asking if you are in the luxury field and intend to stay there.
Some of my favorite take-aways are:
“Luxury becomes lazy when it forgets people aren’t segments.”
“Memory is the true engine of luxury.”
“White glove is emotional intelligence made visible through micro-decisions.”
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