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34 | The Jewelr y Book F R O M O N E - T I M E engagement ring purchases to lifelong connections, your approach tonurturing bridal clients can be a game-changer when it comes to inspiring word-of-mouthreferrals, client loyalty, and increased sales. With the holiday season upon us, there's no bettertime to lean into your existing relationships and create meaningful touchpoints that strengthenbonds. By using the Private Client Method, which at its core is about a client playbook, you canrecapture the attention of bridal clients in a way that feels personal, authentic, and impactful.Here are three key strategies to help you reconnect before the end of the year. 1. P ersonalize and Organize – Building Lifelong Relationships e foundation of recapturing clients is understanding that your goal is to become their jewelerfor life, not just for one occasion. Start by creating a detailed list of your top bridal clients fromlast year. Challenge each of your sales staff to come up with 15-20 clients they want toreconnect with before the end of the year. ese clients trusted you with one of the most important purchases of their lives, and now they could be considering wedding bands, anniversary gis, or even future heirlooms. Your first step is to organize these details in a way that helps you engage personally. Develop a spreadsheet that includes names, wedding dates, preferences, and any essential life events they've shared. We call this the FLIP System – with a focus on Family, Location, Interests, and Preferences to make sure you are hitting all the bases of reconnection. Equally critical is knowing which sales member worked with each client. Reconnecting them with the same member helps foster a sense of familiarity and builds on the existing trust established during the engagement ring purchase. Your clienteling playbook becomes crucial in rekindling the relationship with grace. e playbook should outline how to stay connected throughout the year, ensuring you're not just reaching out during peak sales moments. is strategy creates a rhythm of genuine, ongoing engagement, helping you establish yourself as their trusted advisor and even a genuine friend. 2. Leverage Strategic Touchpoints – Client Care that Stands Out It's easy to rely on generic outreach when it comes to luxury clients, but personalized touchesmake all the difference. Now that you have your client list reflect on the key moments over the past year. Did you send ahandwritten thank-you note aer their engagement ring purchase? In an age of digital convenience, the impact of a handwritten note is immeasurable – it shows that you see them asmore than just a sale. If your team missed this opportunity, now is the perfect time to send aheartfelt holiday card, complete with a thoughtful message about their upcoming wedding or anniversary. Consider other memorable gestures, such as sharing their engagement photos (with permission) on social media or sending small congratulatory gis. ese personal touches helpyou become more than a jeweler – they allow you to become a trusted advisor who understands their special life moments. Your clienteling playbook should include these touchpoints to make this a standard part of your business. Consistency is vital in creating client loyalty, and by documenting these efforts, you'll ensure that your team doesn't miss any critical moment. is playbook can be a game-changer when it comes to building relationships that last far beyond the initial sale. 3. Create a Meaningful Holiday Touch – Make It Personal e holiday season provides an organic opportunity to remind clients why they trusted you inthe first place. Q4 is the perfect time to re-engage. As part of your clienteling playbook, bring your team together to cra a thoughtful, unifiedapproach for your handwritten holiday cards. Personalize each note to reflect their upcomingwedding or milestone, and offer a compli- mentary ring cleaning to ensure their jewelry sparklesfor the season. A unified message, but one that still leaves room for personalization, will go along way in reminding your clients that you value their trust and their business. By doing this, you're not just focusing on short-term sales – you're solidifying yourself as theirjeweler for life. is approach also opens the door for future purchases, whether it's weddingbands, anniversary gis, or something for another special occasion.Recapturing your bridal clients during the holiday season is all about creating thoughtful,meaningful connections. e Private Client Method, paired with a well-structured clientelingplaybook, ensures that your engagement with clients goes far beyond the initial sale. Byimplementing these strategies now, you'll inspire loyalty, foster word-of- mouth referrals, andposition your brand as the go-to for all their future jewelry needs. Focus on building relationships this holiday season. By investing in personalized touches, you'll boost your Q4 sales and cultivate lasting loyalty that extends well into the future. The Private Client Method for Holiday Success: r e c a p t u r e b r i d a l c l i e n t s w i t h a c l i e n t e l i n g p l a y b o o k by Kathleen Cutler Fall 2024 | Editorial

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