This week’s article is written by Vanessa Herrera, Founding Ambassador of The Clienteling Academy and Managing Director and Co-Founder of Bourne Collective Ltd. Drawing on more than 20 years in the luxury industry, Vanessa shares one piece of advice that transformed how she approached client development and long-term relationship building.
“All you need to do is go fishing.”
It was one of the simplest pieces of clienteling advice I have ever received.
The person who shared it with me was one of the most successful sales professionals I had ever met.
He had built a reputation for selling exceptional jewellery to clients who had never intended to invest in fine jewellery. Many were already passionate collectors of art, property, watches, classic cars or fine wine.
Over time, those clients built remarkable jewellery collections that rivalled the rest of their portfolios.
The most impressive part?
Many of those relationships developed long before the client ever stepped inside a boutique.
That conversation completely changed the way I thought about clienteling.
The strongest client relationships rarely happen by chance. They are built by understanding where your clients spend their time, how they build trust and how to create meaningful first connections.
Looking for Your Next Top Client?
Waiting for your next high-value client to walk into your boutique is a little like standing beside a quiet lake with a fishing rod.
You might catch something.
You might not.
But if your goal is to build a portfolio of exceptional long-term clients, there is a better approach.
Go where they already are.
Build relationships before the sale.
Become part of their world.
Here are three practical ideas that have shaped my own approach.
1. Understand Your Client’s Natural Habitat
Exceptional client advisors invest time in understanding where their clients naturally spend their time.
That might include:
- Private members’ clubs
- Charity events
- Art fairs
- Sporting events
- Fine dining restaurants
- Holiday destinations during particular seasons
These environments offer opportunities for genuine conversations in settings where clients already feel comfortable.
The goal isn’t to sell.
It’s to understand.
2. Bring the Right People With You
Access to these environments isn’t always easy.
That’s why successful client advisors learn to identify what I call super connectors.
These aren’t necessarily your highest-spending clients.
They’re the people who naturally introduce others.
The people whose networks open doors.
Building relationships with super connectors often creates opportunities that no marketing campaign ever could.
3. Bring the Right Skills, Not Just the Right Story
Eventually, you’ll find yourself in the right room.
Now what?
This is where your clienteling skills become your greatest asset.
Your communication.
Your listening.
Your body language.
Your personal presence.
Your ability to ask thoughtful questions.
Your storytelling.
Everything contributes to the first impression.
Your opening conversation should always connect with the client’s interests.
An art collector will respond differently from a watch enthusiast.
A fashion client is different from a technology entrepreneur.
The most memorable conversations are always relevant to the individual standing in front of you.
When the conversation feels natural, inviting someone for coffee near the boutique or extending an invitation to a future event becomes a logical next step rather than a sales tactic.
Ready to help your teams build stronger clienteling skills and lasting client relationships? Book a discovery call to explore how The Clienteling Academy can support your business.
Quality Always Wins
One final thought.
When building client relationships, don’t measure success by the number of conversations you have.
Measure it by the quality of those conversations.
The most valuable clients are rarely won through persistence alone.
They are won through meaningful first impressions.
Consistent follow-up.
And genuine relationships built over time.
Perhaps that’s the best clienteling advice I ever received.
Go fishing.
But make sure you’re fishing in the right place.
This Week’s Reflection
Ask yourself three simple questions.
- Where do my future top clients naturally spend their time?
- Am I investing enough time in building relationships before trying to sell?
- Am I focusing on the quality of my conversations rather than simply the quantity?
Sometimes growing your client portfolio isn’t about finding more people.
It’s about finding the right people.
FAQ
How do you find high-value clients in luxury retail?
High-value clients are often found by building relationships within the communities, events and environments they naturally spend time in, rather than waiting for them to visit a boutique.
Why is networking important in clienteling?
Networking helps client advisors build trust, develop meaningful introductions and expand their client portfolio through genuine relationships.
What are clienteling skills?
Clienteling skills include communication, listening, relationship building, storytelling and follow-up, all of which help create long-term client loyalty.
How does The Clienteling Academy help luxury professionals?
Through the Art and Science of Clienteling, The Clienteling Academy helps luxury professionals develop the behaviours, communication skills and client development strategies needed to build lasting client relationships.