VIP customer service in the luxury goods industry

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Let's look at jewelry as an example. There is rarely a queue in jewelry stores and usually the staff has time to work personally with each visitor. Let's consider what can be offered in such a situation in a salon working with VIP clients.

This is necessarily convenient parking, a separate elevator or direct entrance to the salon, and most importantly, a special room where the client is introduced to exclusive products.

Luxurious interior, coffee and champagne are the obligatory attributes of a luxury jewelry salon, but in addition to this, the client has the opportunity to evaluate special products in comfort and without witnesses. Providing a separate room allows the client to feel a special attitude towards himself, puts him in a privileged position. Also, in countries such as Great Britain and the USA, famous people are constantly under the gun of reporters, and such an opportunity to be in a secluded atmosphere is simply necessary for them. In addition, not every VIP client, buying a piece of jewelry for a huge amount, agrees to present this purchase for public viewing.

Sometimes this principle of personalized service is afghanistan email list 168973 contact leads taken to extremes. For example, Sydney boutique Calleija Jewellers accepts clients by appointment only. Arab sheikhs often visit there, wanting to buy items with Australian pink diamonds. Bulgari does not mind opening a store at any time convenient for high-ranking clients. In addition, the company can bring items for display to the buyer's home or hotel, fly jewelry to any remote area, or bring, for example, a ring directly to the engagement, thereby ensuring its safety.

If you cannot allocate a whole room in the salon for such clients, then separate part of the room with a screen so that the buyer has the opportunity to hide from prying eyes. Put a small sofa, a comfortable table, a clothes hanger, offer the client good coffee or tea - all this will create the necessary atmosphere and help build trusting communication with the client.

VIP Client Service

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Think about what you can offer as bonuses. Large companies work very seriously in this direction: for example, Tiffany&Co gives tickets to performances and offers periodic cleaning of products, Cerrone Jewelers feeds customers at its own expense in the restaurant, Jan Logan selects pearls and precious stones, repairs and evaluates antique products. It is clear that all these expenses are justified by expensive purchases (for example, a wedding ring for 300 thousand dollars).

Competition in this business is high, so excellent service is a must. Company managers are faced with the task of developing unique gifts and compliments that new wealthy clients will learn about through word of mouth.

"Pitfalls" in working with VIP clients
Working with VIP clients has not only advantages, but also disadvantages. Such consumers require increased attention and special treatment. They need:

payment installments;

purchases on credit;

big discounts;

personal service;

the right to return the goods without paying a fine;

the right to choose a product;

exceptions to the generally accepted rules.

All this will be reflected in your expenses, which are usually not counted separately, but simply summed up and divided equally between all clients. If you calculate everything in more detail, it may turn out that working with VIP clients is completely unprofitable. All your profits can go to huge discounts and expenses to ensure additional attention (delivery of goods at your expense, salary of an individual manager, storage in your warehouse).

Of course, sometimes it is more profitable to take large orders. This is true for printing - the more you need to print, the lower the cost price, and it happens that a batch of 20,000 leaflets is cheaper than 200 copies. But often such advantages are absent. For example, in a shoe store, when selling at least one or twenty pairs of shoes, the cost price of the sale itself will not change and there will be no savings, since each box must be brought in and a receipt must be punched out.

"Pitfalls" in working with VIP clients

Source: shutterstock.com

But that's not the main thing. Imagine, for example, that you sell sugar and work with three main clients: company 1, which occupies 60% of the market, company 2 - 25%, and company 3 - 15%. At a certain point, company 1 says that it will buy a lot of sugar from you, but it needs a 30% discount. After long negotiations, you agree on a 20% discount with a deferred payment.

As a result, the cost price of company 1 will decrease by 20%, and due to the payment deferral, significant funds will be freed up, which will be used for advertising. Gradually, this company will force out competitors and take up 90% of the market. Now, when negotiating with you, they will declare that they are a monopoly (and at the same time your only clients) and will agree to take raw materials only with a 50% discount.

This situation is quite common and occurs very often. Therefore, be careful when giving discounts to everyone and giving significant advantages to VIP clients over others.

Despite the above-mentioned shortcomings, such clients should be treated with love. But you should not base all your work only on money (bonuses, promotions and discounts). Offer them other benefits, for example, a reasonable payment deferment.

Alternatively, you can communicate with them periodically, for example, call them once every 2-3 weeks and ask if they are satisfied with everything, if they have any wishes or comments, and organize a personal meeting once every few months.

Your imagination may suggest other options for interaction, the main thing i