Lesson: "A Tailored Surprise"

This is a longer post then usual, but it's a true story that demonstrates the power of my favorite tool in Developing Loyal Clients- "A Tailored Surprise".

Let me start by saying that, no matter how much a client is worth, finding a way to show appreciation for them- in a way that is meaningful, tailored specifically to them, and is a total delight and surprise- does not have to be expensive.

I was at Buccellati Beverly Hills when a client whom I'd never seen before visited the boutique. It was just after opening, a Tuesday, the day after Labor Day. She entered the boutique inquiring about a cuff bracelet in white gold. We confirmed that we had the item and she said she'd take it ($15,000). As we wrapped the item, we chatted with her and learned a few things. She was visiting from New York for a month, her husband rented a beachfront house in Malibu for a month-long anniversary gift, and she was a client of Buccellati's through our other boutiques.

We asked how she'd heard about the cuff she'd just purchased. "Oh, I owned it. We were at dinner last night and my friend admired it so much, I gave it to her. So I came in to replace it." Obviously, she's a great friend to have....and a great client to have as well.

We capitalized on her having plenty of time and showed her some of our most magnificent pieces, including a necklace for $105,000. As she admired the necklace, I asked, "Is there anything you really miss about New York while you're here?" Without missing a beat, she shot back- "DUNKIN' DONUTS!".

I laughed, as did the rest of my team. They all knew that my hometown was where Dunkin Donuts started and, purely by coincidence, THAT morning I had waiting in line for FOUR HOURS at the grand opening of the first DD in Southern California. I even showed her the limited edition T Shirt I'd bought. We had a good laugh as I asked for her Malibu address, home address, and email, which she was happy to provide. I told her I would email her the pictures we took of her in the necklace in case she could convince her husband to splurge on an extra anniversary gift, or to plant the seed for the holidays.

Then the fun began...

As soon as she left, I knew we had a BIG opportunity, and I knew I had the perfect "Tailored Surprise". On Friday morning, I went back to DD at 4:30AM and waited 3 hours again. I bought her the limited edition T Shirt, two coffees, and a dozen donuts, and had a messenger service deliver everything to her with a handwritten note. My total cost, including the delivery service, was $86.

When I arrived to the boutique and opened the door, the phone was ringing.

"You are unbelievable. What a kind and thoughtful gesture. I love it! My husband woke me up and tried to pass it off that he'd gone out, waited, and bought all this stuff. But then he smiled and handed me your note. We will be in tomorrow to thank you in person, but I wanted to call right away."

Flash forward to Saturday morning, 10:10AM...

The client comes in, without her husband, but wearing the T-shirt ($19.99) along with her Buccellati cuff bracelet. She made it work.

She tells us that her husband (owner of an NFL team) was so impressed by our thoughtfulness that he told her she should buy the necklace!

So, as I very happily cleaned the necklace, my colleague found the perfect pair of earrings ($62,000). I came out to the floor and put the necklace on her as she faced the mirror. I then put the earrings on her as well. She looked into the mirror (at me, standing behind her) and said, "I guess I'm helping my husband out if I just pick up my Christmas gift now." With that, the necklace AND earrings were wrapped up for her and she departed with a smile.

Dunkin' Donuts gift: $86

High Jewelry sale: $167,000 (not including the cuff bracelet)

Delighting a VIP client: Priceless

Yes, this is an extreme example...but that is what Lessons From Luxury is about. Find a "Tailored Surprise" for a valued/high-potential client, send a handwritten note....and then share your success story with us.