HARDISON’S TIPS – DECEMBER 1, 2020 – Best Practices for Working With the Affluent Customers

HARDISON’S TIPS – DECEMBER 1, 2020 – Best Practices for Working With the Affluent Customers

Given that the affluent have high expectations of your service, how do you ensure that you’ll meet (or exceed) their expectations? Here are three techniques that might be helpful in making sure you are giving affluent people the type of service they want:

  1. Don’t make assumptions about your customer before you have proof

There are many versions of the story of the man who walked into a Cadillac dealership wearing torn overalls and no shoes, who asked to see a car. The salesperson made a snap decision that this person could not afford a Cadillac and promptly told him so, at which point the customer pulled out a roll of hundred dollar bills more than sufficient to buy any car in the showroom.

Given that today it’s hard to tell the affluent from the people with fewer assets, it’s easy to get pulled into making assumptions about who belongs in that special group. Rule number one is to never make an assumption about any person until you have proof of who that person is, or who that person knows.

  1. Provide instant recognition

If you have talked to or helped an affluent person before, make note of who that person is, so that in the next interaction, you can provide instant recognition.

Many clubs and organizations take pictures of their members so service staff can recognize them. Other companies use systems to flag a unique piece of information (such as the social security number) to help staff people recognize an affluent, influential customer right away. If your company does not provide you with tools to help you recognize your most valued customers, build your own.

  1. Remember customers’ preferences

Once you’ve recognized a customer, you are now prepared to help that person. Every time you see or speak to any of your affluent customers, you should be making notes on their preferences — how do they like to be addressed, what procedures for service do they prefer, how do they like to find out the results of your task, which types of products or services are they most likely to inquire about, etc. At every new encounter, you can use this information to make each one of your affluent customers feel very important.

By doing any one of these things, the customer experience will increase for you and your guests.


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From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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