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going the extra mile for your affluent clientle

By: Kenrick Cleveland..

I read a story about the Ritz Carlton Hotel recently that has me thinking about what it means to truly court and cater to an affluent clientle in a way that will keep them interested and involved with your product or service.

The Ritz Carlton Hotel has a policy that any employee (and I mean, any employee from the housekeeping staff to the desk clerks) can spend up to $2,000 a day (without prior authorization from management) to solve the problems or needs of any of their clients.

Here's the story: A business man was staying at the Ritz in Atlanta before heading out to Hawaii for a presentation (which he was to give). He was on the plane before he realized that he'd forgotten his laptop at in his hotel room in Atlanta. His entire presentation was on the laptop. He called the hotel from the plane and was routed to housekeeping who said that yes, they had found his laptop and asked what he would like them to do with it.

The man asked them to please send it by Federal Express with an early morning delivery so that he'd have it in time for his presentation.

The next morning when the man went to the front desk, there was a woman from Atlanta Ritz Carlton's housekeeping department waiting for him. She handed him his computer and said, 'This was too important.'

Will this man ever stay anywhere else when he's in Atlanta? Doubt it. Will he tell this story to all of his friends? You bet he will. And his friends will tell their friends who will tell their friends. And the publicity and good will that was created by this one interaction will further ingratiate an already well respected organization in the mind of the clientle they cater to: the affluent.

Going above and beyond doesn't mean you have to break the bank and spend $2,000 every time someone has a problem. . . After all, you're not a major hotel chain with that kind of petty cash laying around. Going above and beyond can mean a simple note or a birthday card.

I was talking to one of my coaching club students recently. She told me a story about one of her former clients which illustrated this point perfectly. My student, a high end financial adviser, had a one-year non compete clause which prevented her from seeking out former clients. This didn't prevent her from sending out birthday cards to all of her former clients. One ex client (soon to be reinstated client) called her up to thank her for the birthday card and she said to my student, "My husband's financial adviser sent out a birthday card as well. Only instead of addressing it to me, he sent it to my husband. My husband's birthday isn't for seven months."

Mistakes happen. But this was totally avoidable and costly for that other financial adviser.

Attention to detail, going above and beyond, simple pleasantries, even a kind word. . . all of these things not only make other people feel compelled to do business with you, but they make the recipient feel good. Funny thing is, they also have the added bonus of making the person giving them feel good.

Article Source: http://www.gcyarticles.com

Kenrick Cleveland teaches techniques to earn the business of wealthy prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.

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