found this on some newspaper's website. Stephen Winklemann CEO of Lamborghini on how to sell a Lamborghini Murcielago LP640 Roadster, priced at $311,000?

Q. So what are the basics of selling a high-end car?

A. You have to have the right people. It’s all about people. Usually our customers are wealthy people. They live the lives of those who are possessing cars like Lamborghinis and driving cars like Lamborghinis. They usually have dealings with other luxury businesses. And most of them have a lot of friends driving more than one (luxury) car.

Q. How do you tell a real customer from somebody who just wants a look?

A. Nowadays, you don’t recognize a real customer. Because of the way the dress, the way they act, it’s all different. One thing is common to everybody: 99.9 percent of our customers are male. Usually, they are entrepreneurs. They are self-made men.

Q. So how do you create the buzz, the desire to buy?

A. One thing is that you always have to build less than the demand. This is one of the biggest things. Shortage, high-pricing and history, this is creating the buzz around the brand. … To buy a Lamborghini, it’s 100 percent emotion. If you miss this, if you produce more than the demand, you destroy the brand and the branding of the company. Then you have discounts, you have stocks, and then nobody is that interested anymore in buying this car.

Q. So how do you control that?

A. The big thing is we have a limited volume. There are only a certain number of people around the world who can spend such money to buy a car, this type of car. The regular car companies have the possibility to produce many more cars. It’s the opposite of the luxury business.