Everyone Wants to Sell to the 1%. Few Actually Know How.

You Don’t Learn sales Mastery in a 45-Minute Training. Here’s Why.

Hot Take: You can’t fake mastery — no matter how hard you try.

There are a few things in life that just are:

• A soft-boiled egg takes three minutes.

• Anyone can, in theory, run a marathon.

• Red means stop (unless you’re running late and making questionable choices).

• Airline service is famously awful — and somehow still finding new ways to disappoint.

• Cheap things rarely turn out great, and great things are rarely cheap.

And, maybe the most inconvenient truth of them all: Real skill takes time, repetition, and genuine effort.

Let’s sit with that last one for a second.

You don’t walk out of the gym once and call yourself an athlete. You don’t open Duolingo for a week and call yourself bilingual. And you definitely don’t walk out of a 45-minute training session suddenly able to sell a multi-million-dollar property like a seasoned pro.

That’s not mastery. That’s hope dressed up as confidence.

Hope is definitley not a strategy.

Now, Let’s talk about Branded Residences.

They’re not plug-and-play.They’re not made for everyone. And they’re definitely not something you “figure out along the way.” When you’re selling to the top 1%, you’re dealing with clients who can sense inexperience before you’ve even finished your pitch. They’ve seen it all — and they’re not buying the hype.

What they buy is trust. And trust doesn’t come from buzzwords or fancy slides — it comes from genuine expertise, from truly knowing your product inside and out.

Here’s the part no one likes to say out loud: Your brokers? They’re not really your sales team.They’re juggling thousands of listings, and yours is just one of them. So if you expect them to perfectly capture what makes your project special without deep understanding — on-going training and product emphatic, you’re setting yourself up for disappointment.

So what’s the move? Stop chasing shortcuts. Stop hoping that one deck or one workshop will do the heavy lifting. Build expertise. Make learning the product part of your culture, not an afterthought.

Because in sales — and honestly, in anything worth doing — one rule never changes: Getting good takes time. Getting great takes commitment. And the people at the top? They know the difference.

Would you rather be someone who sells something beautiful — or someone who actually understands what makes it beautiful? That’s the real question.

To close my article:

Here’s the harsh truth many still ignore: building a successful team—and by extension, a successful branded residence project—doesn’t happen overnight. It takes time, relentless training, and a real commitment to mastering every detail.

Yet, too many still treat this process like a checkbox—rush through training, skim the surface, look at the factsheet and hope it sticks. Spoiler alert: it won’t.

If you’re not willing to invest the time it takes to build true expertise, don’t expect your project to stand out or your sales team to perform.

Because the top 1%? They don’t just buy a luxury property—they buy confidence, knowledge, and authenticity.

And none of that comes from shortcuts.

If you want to win in Branded Residences, stop rushing. Start investing. Because mastery isn’t a bonus—it’s the baseline.

Kevin Wash / VOS Consultants