The Times reporter’s day comes replete with a chauffer-driven Rolls Royce, a Chopard watch and bespoke suit, full-time security and a jaunt to Sea Island, GA.
Surprisingly, though, he concludes that not EVERYTHING is sublime about being filthy rich, and I think here is a good area to explore when trying to get to know your best customers. OK, so not every store has the luxury of billionaire customers, everyone knows someone wealthy — or at least wealthier than we are. And, come on now, we all have some preconceived notions about how great their lives must be.
What can be best for your business, though, is forgetting your own preconceived notions and studying what might not be so great about their lives. That’s where you can jump in and provide a convenience that even they might not have realized they needed.
The reporter in the Times story noted the only time he was alone all day was in the locker room after his personal training session. He noted it was a full-time job just keeping up with a billionaire’s schedule. So what could you do to make that type of person’s jewelry shopping experience as sublime as your customer is rich? Perhaps leave him alone in a private room to make his selections? Adapt to his schedule to be where and when it’s most convenient to him? Study your wealthy customers, look for what’s rough around the edges of their lives, and see what you can do to help smooth those edges.
