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The luxury sector of any market stands as the highest rung of its industrial or artistic vision. Any chef with dreams of grandeur feels inspired to work in a Michelin-starred establishment and even open their own one day, while those who chase standards in engineering might develop vehicles with a genuine pedigree.
Either way, no matter what you create, it’s important to be clear about your vision and never compromise on that taste. However, if you intend to position yourself as a major force in the market, it’s essential to be very clear about what you hope to achieve.
This is because simply altering your business approach through the lens of what a prestigious client might desire opens up a blind spot – namely, that no two luxury and high-end clients will be exactly alike.
Sure, the luxury market may seem obvious to define from the outset, but determining a “successful clientele with affluence and discernment” isn’t always as broad as you may imagine. Moreover, if you simply assume the tastes of those you’re trying to appeal to, you’re only really attending to an idea of what your clients are, as opposed to what they are in reality.
Let’s discuss some advice from the perspective of a high-end client and consumer, someone with experience in many luxury fields. This way, companies can understand what it’s like from the outside looking in, and seek to accommodate that in their plans to corner the luxury market:
- Maintain Discretion & Privacy
Some companies are all too happy to market who they serve and how they serve them. This can be acceptable if permitted to do so of course, as you’ll often see many high-end or even family restaurants in cities like New York with pictures on the wall of when famous people came to visit them.
That being said, affluence isn’t always about fame, and privacy and discretion are often as important here as it is with any other client encounter. This also means treating them with care and courtesy, asking them about their preferences, and making sure that as few people as possible handle each client. This provides a seamless experience in which those with discernment feel respected, and not tokenized as only a name or a presence.
Many affluent clients tend to find themselves more interested in convenience and comfort than having to repeat themselves ten times to ten different services for one particular need. This is why these clients are so prestigious – serve them well, and they’ll return to you time and time again.
In this light, remembering their preferences, making sure you tailor your services as much as you can to them, and keeping clarity of communication on both ends can help a single trusted visit turn into a lifetime of accommodation. With a little care and focus, you can prove yourself as being able to hold that mantle.
- Your Employees Represent Your Brand
It’s important to note that everyone who works for you, even a part-time weekend worker who comes in for maintenance, is an ambassador and representative of your brand. That’s not to say they should walk on eggshells whenever a client is around and fail to show their personalities, only that deciding who you’ll let into your service and how you can train them to be respectful and communicative is a big deal, no matter what kind of clientele you usually serve.
For example, the wonderful drivers at Cedar Grove Car Service and others will know how to speak to clientele coming and arriving from the airport in high-end cars, as the hard part of their journey is over, and only light small talk and a respectable smooth journey is needed. The driver balances those two requirements delicately and provides a comforting refuge for the traveler thanks to their professional grace. That couldn’t happen without appropriate employee selection and training.
- The Affluent & Prestigious Clients Are People, Too
It’s a mistake to think those with more means or more discernment are somehow different than regular people, they’re not, they may just have more experience in your industry, enjoy more success, or know more about a particular hobby than most.
When you stand by the quality of your work and are happy to let your wisdom shine, the client will be in awe of you, and they want to feel that, as opposed to you feeling in awe of them. You’ve opened your service to bring light and value into the world, so don’t be afraid to shine as brightly as you can, especially now you have a truly focused audience to present your worth.
With this advice, you’ll be certain to know everything necessary about serving prestigious, high-end clients.
