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by: KenrickCleveland
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I recently read a story about the Ritz Carlton Hotel that got me to thinking about how to really cater to and take care of a wealthy client, thereby keeping them interested and connected to you and your product or service.

There's a policy at the Ritz Carlton that says any employee, regardless of how "lowly" their position, can spend up to $2,000 a day *without* prior authorization from management, to solve any problem or need their clients may have. And when I say any employee, I mean, any employee -- from housekeeping to desk clerks to maintenance.

A business man was staying at the Atlanta Ritz Carlton and headed out to Hawaii for a very important meeting and presentation. He realized he had forgotten his laptop in Atlanta. Without his laptop, he had no presentation. He called the hotel and his call was routed to housekeeping who had informed him that they had found his computer.

The client asked them to send the computer by Federal Express. He explained that he had to have it the next day 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.'

Now I ask you, will this man ever stay at another hotel in Atlanta? Probably not. And will he tell this story to his friends and colleagues? Absolutely. And his friends and colleagues will tell their friends and colleagues and this is how amazing publicity is created. An affluent clientle expects good service and superior quality, and yet, even this incident seems to go above and beyond expectations.

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."

Boy, was that a costly mistake and fully avoidable. This once former client is now a current client as a result of the small consideration of getting a birth date correct.

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.

About the Author

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

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