The Myth of Luxury Businesses' Training Priority (Part II)

In the previous newsletter, I covered the first basic of luxury clienteling—how to build instant connections with customers to drive conversion. Today, we will discuss the second essential—cultivating relationships that foster repeat business.

Before diving into the topic, let's step back and consider the evolving art of physical space in a luxury context.

The Evolving Art of Luxury Experiential Retail

In a recent McKinsey survey on luxury customers' expectations for offline experiences, the word "inclusive luxury" was derived based on customers' descriptions. Nearly half of frequent luxury customers surveyed agree that luxury stores should be more than a place to purchase products; instead, customers expect engaging retail spaces, well-balanced in-store technology, and memorable human interactions.

The Client Advisors' ability to engage with customers meaningfully is crucial in making the physical spaces "inclusive and worthwhile visiting."

𝗙𝗿𝗼𝗺 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀: 𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝗖𝗹𝗶𝗲𝗻𝘁 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀

One of the main challenges the Client-Facing team encounters in clienteling, especially in the Asia market, is that they often struggle to engage in non-product-related conversations with their customers.

Here are some common myths that hold back the Client-Facing teams:

❎ Myth 1: Asking personal questions invades customer privacy.

❎ Myth 2: I am not as knowledgeable about lifestyle topics as my luxury customers.

❎ Myth 3: Customers only want to discuss the products, not their personal lives.

A core part of clienteling lies in the ability of the Client-Facing team to asking powerful questions, confidently. These questions open doors to your customer's universe, allowing the Client-Facing team to understand and connect with them beyond the transactions.

The Foundation of Powerful Questioning

• Questioning will only be powerful with the right intention - A genuine curiosity about your clients and a willingness to better serve them and provide personalised client experiences.

• Questioning does not equal interrogating- The act should be embedded in daily interactions and build one's understanding of clients over time.

• Apply active listening as your clients share their experiences - Be sure to note what you have discovered in every encounter with your Client and build that million-dollar blackbook.

Here is a step-by-step guide to embracing the art of questioning, tailored to the different levels of intimacy in your customer interactions:

💬 𝗟𝗲𝘃𝗲𝗹 𝗢𝗻𝗲: 𝗧𝗵𝗲 𝗜𝗰𝗲𝗯𝗿𝗲𝗮𝗸𝗲𝗿𝘀

For new customers, start with light, open-ended questions that help you gather essential yet valuable insights without feeling intrusive. These questions help build the Client's persona.

💡 Personal Interests:

"Who is your favourite designer, and what do you like about their creations?"

"What's your most preferred holiday destination, and what about that experience do you enjoy?"

💡 Lifestyle Preferences:

"What's your go-to drink on a happy Friday?"

"If we were to organise different events, which ones would you not want to miss?"

💬 𝗟𝗲𝘃𝗲𝗹 𝗧𝘄𝗼: 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 𝗕𝗿𝗶𝗱𝗴𝗲

Once you have some knowledge of your customer and a budding relationship, move to more personal questions that show you're genuinely interested in their preferences.

💡 Customer Motivations:

"What's important to you about this product?"

"How can I best serve you in this situation?"

💡 Memorable Experiences:

"What's the most memorable luxury event you've attended, and what did you appreciate about it?"

"Have you ever been happily surprised in a retail store? If so, what was it about?"

💬 𝗟𝗲𝘃𝗲𝗹 𝗧𝗵𝗿𝗲𝗲: 𝗗𝗲𝗲𝗽 𝗗𝗶𝘃𝗶𝗻𝗴

With a solid foundation of trust, you can now ask the most powerful questions that connect you to your customer's world.

💡 Aspirations and Dreams:

"What are you longing for as you show up in this outfit?"

"Who is your inspiration, and what about them inspires you?"

💡 Personal Reflections:

"How would your best friend describe you?"

"What's at the top of your mind that we can focus on to improve?"

Asking the right question at the right time transforms your relationship with customers from transactions into one where they feel seen and valued.

It Takes Two to Tango

To fuel the conversation, be sure to think about your answers to these questions, too, so that you can share a perspective on any of these topics. While being mindful of giving more space for the clients to share, opening up ourselves plays a role in building mutually trusting relationships.

In summary, the GC Consulting model of effective clienteling is a beautiful synergy of "Art and Science." The Art is about mastering relationship intimacy circles through asking powerful questions, conducting small talks, and applying active listening skills. The Science is decoding customers' communication preferences and meeting them where they are.