E507: The strategy Loïc Gouzer used to sell the da Vinci painting, Salvator Mundi, to Crown Prince Mohammed bin Salman (MBS) for $450,300,000.
This is a marketing and sales strategy anybody can incorporate into their business.
It’s a fun one.
Loïc Gouzer sold a $450 million dollar painting of Jesus to Crown Prince Mohammed bin Salman (MBS) in 19 minutes.
But the real work of art was his insane sales strategy.
Here's how he pulled off the most expensive art sale in history.
In 2017, Christie's exec Loïc Gouzer had a wild idea:
Sell a controversial da Vinci for a record price.
The art world scoffed as the painting, Salvator Mundi, was debatably a fake.
But Gouzer saw opportunity where others saw risk.
Gouzer's strategy? Break every auction rule.
His first move was to take the painting on a world tour. Not to museums, but to billionaires' living rooms.
Why?
He knew the ultra-rich don't just buy art; they buy exclusivity and bragging rights. But it gets crazier.
Next, he put the da Vinci in a contemporary art sale.
Purists were outraged.
But Gouzer knew his audience.
Tech billionaires were more likely to attend a flashy contemporary auction than an old-fashioned event.
The marketing was unorthodox.
Christie's made a video of people crying at the painting.
They called it the "male Mona Lisa." Even Leonardo DiCaprio posed with it.
The hype was building. But the real genius was yet to come.
Gouzer set the starting bid at $100 million.
Insanely high? No, it was strategic.
It shifted the conversation from "Is it authentic?" to "Is it worth $100 million?"
A subtle but crucial difference in perceived value.
At auction night, the tension was electric.
Bidding opened at $90 million.
19 minutes later, the hammer fell.
The price? A cool $450.3 million - the most expensive painting ever.
The real surprise was that only two people were bidding.
Gouzer orchestrated a bidding war between two billionaires, each thinking the other would stop.
A masterclass in high-level FOMO (fear of missing out).
The result?
A sale that redefined the art market.
The buyer remained a mystery for days.
Then the bombshell came: it was Saudi Arabia's Crown Prince Mohammed bin Salman (MBS).
Suddenly, it wasn't just about art.
It was geopolitics, power, perception.
A young, ambitious leader now owned a Christian icon by a Renaissance master.
It wasn't just to diversify Saudi's economy, but the ultimate status symbol.
Whatever the motive, Gouzer's strategy paid off spectacularly:
The techniques? Applicable to any high-ticket sale.
1. Understand buyer psychology
2. Build hype through exclusivity
3. Know your audience intimately
4. Break industry norms strategically
5. Create competition, even if artificial
6. Create an experience, not just a product
7. Anchor high to shift the value conversation
Remember: In high-ticket sales, you're not just selling a product.
You're selling a story, a status, a legacy.
Gouzer sold a piece of history still making headlines years later.
What lasting impact will your next sale have?
Source: https://x.com/projectkim/status/1838613550623027382
00:00 The $450 Million Painting Sale
00:41 Gouzer's Unconventional Strategy
02:28 Auction Night Drama
03:32 Lessons from the Sale
05:01 Real-World Applications
07:24 Final Thoughts
The Edward Show. Your daily digital marketing podcast: https://edwardsturm.com/the-edward-show/
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8 mins