"The personal touch is what sets luxury brands apart from their competitors. It's about creating an emotional connection with your clients that goes beyond the product or service you're selling." - Nicolas Ghesquière
Personal touch is the most critical aspect in luxury selling because it allows you to establish a relationship with your client and create an emotional connection. Luxury is not just about the product or service being sold, but also about the experience and the feeling it evokes. Personalization allows you to tailor the experience to the client's needs, preferences, and desires, which enhances the overall luxury experience.
In luxury selling, the client's perception of value is not only based on the quality of the product or service, but also on the level of service and attention they receive.
By providing a personalized experience, you can demonstrate that you understand and care about the client's needs, and are committed to delivering a high level of service. This can lead to increased customer satisfaction, loyalty, and repeat business.
Moreover, personalization is often associated with exclusivity and uniqueness, which are important values in luxury branding. By offering a personalized experience, you can make the client feel special and valued, and create a sense of exclusivity and uniqueness that reinforces the brand's luxury positioning.
"Luxury is attention to detail, originality, exclusivity, and above all, quality. The personal touch is what elevates a product into the realm of luxury." - Giorgio Armani
Creating the personal touch is important in luxury selling because it allows you to establish an emotional connection with the client, tailor the experience to their needs, enhance the overall luxury experience, demonstrate a commitment to high-quality service, and reinforce the brand's exclusivity and uniqueness.
Here’s how to do it;
- Get to know your client: One of the key elements of building a personal touch is to understand your client's needs, preferences, and desires. Ask questions, listen carefully, and take notes to remember important details about your client.
- Tailor your approach: Use the information you have gathered about your client to tailor your approach to their needs. Customize your communication style, tone, and language to match their preferences.
- Be proactive: Take the initiative to anticipate your client's needs and provide solutions before they ask for them. This could include offering recommendations, suggesting complementary products or services, or providing personalized attention.
- Provide exceptional service: Personalized service is one of the hallmarks of luxury selling. Go above and beyond to provide exceptional service that exceeds your client's expectations. This could include providing a personalized welcome, offering refreshments, or arranging special requests.
- Follow up: Stay in touch with your clients after the sale to ensure their satisfaction and build a lasting relationship. This could include sending personalized notes, emails, or invitations to events.
- Use technology: Use technology to enhance the personal touch in luxury selling. This could include using customer relationship management (CRM) software to track client preferences and interactions, or using social media to engage with clients on a personal level.
- Show gratitude: Show your clients that you appreciate their business by expressing gratitude. This could include sending a thank you note, providing a small gift, or offering a special discount.
By implementing these strategies, you can create a unique and personalized luxury experience that builds lasting relationships with your clients.
"Luxury is about passion. It's about making customers feel special, creating emotional connections, and exceeding their expectations. The personal touch is what brings that passion to life." - François-Henri Pinault
Let’s understand how you can add the personal touch with an example;
Let's say you are a luxury real estate agent working with a high-end client who is interested in purchasing a luxury home. After several conversations, you learn that your client is an avid golfer and loves to travel to different golf courses around the world.
To build a personal touch, you could research the top golf courses in the area where your client is looking to purchase a home. You could then offer to arrange a round of golf at one of the courses as part of their property tour. You could also provide information about the best golf courses in the area, including insider tips and recommendations, to help your client plan future golf trips.
Additionally, you could offer to arrange transportation to and from the golf course, and provide refreshments and snacks during the round. This personalized experience not only shows that you have taken the time to understand your client's interests, but also helps to build a personal connection and create a memorable experience.
By offering this personal touch, you demonstrate your commitment to providing exceptional service and building a lasting relationship with your client.
"People will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou