Bring The Extra 50% To Your Game

Clienteling is 50% of your business. If not more.

I recently injured my knee and went back to see my physiotherapist, Charles.

He was recommended to me two years ago when I hurt my back. I remembered two things about him:
he was technically excellent, and he was a kind person to spend time with.

So I went back.

On the day of my appointment, Charles welcomed me with a warm smile and invited me into the treatment room. He instinctively diagnosed the issue based on my symptom, and started the machine therapy.

While the machine was running, he asked how I spent Christmas holiday. I shared about my trip to Koh Samui. He was genuinely curious about the type of resort that I stayed at, how Koh Samui felt different from Bali in my experience, and what I enjoyed the most.

Then he realised that my birthday falls on the same day and month as his best friend’s.
We moved on to talk about Capricorns and their “good traits.”

As the session wrapped up, Charles noticed I train with a personal trainer.
He immediately suggested creating a WhatsApp group for the three of us, so we could align on which exercises to focus on or avoid, to support my recovery.

I’ve since gone back multiple times.

Why did I return?

Reflecting on it, I realised:

50% was his expertise in treating me – the “what”.
50% was how he made me feel – the “how”.

Charles turned a “technical” medical appointment into one that’s pleasant and enjoyable.

The Loyalty Recipe

When I look at the service businesses I consistently return to – my hairstylist, financial planner, personal trainer, beauty practitioner – they all excel in both the “what” and the “how”.

And when the “how” is prominent, it makes the objective factors – the “what” less relevant.

Using myself as an example:

I go out of my way to book Charles’ available slots.
I travel one hour each way to see my personal trainer Raj, two times a week. He always ensure my favourite music is on the playlist during our sessions, and he prepares healthy snacks and protein shakes for me to try.
I pay three times the “market price” for my eyelash appointment with Vanessa, because Vanessa makes the experience calm and pleasant, and she always offers me an extra eyelash brush.

Logic becomes secondary when emotion is strong.

This is the power of clienteling.

And it applies far beyond luxury retail.

The Extra 50%

No matter what industry you are in, clienteling – the ability to intentionally personalise the communication, make them feel seen by remembering their small details and go extra miles with thoughtful touches – will set you apart from your competitors.

The more premium your product and service offer it is, the more powerful the clienteling factor becomes.

Clienteling is the Art and Science of building intentional client relationships.

The Art is how you make people feel.
The Science is how consistently and intentionally you design it into your business.

Bring the extra 50% to the game!

Some reflections for you this week:

How can you create value beyond the surface level of your product or service, so that price and features become secondary?

How quickly can your team identify a client’s communication style and adapt accordingly?

What clienteling rituals can you design so that personalised small touches are not left to chance by your best client advisors only?

If you’re ready to equip your client-facing teams to intentionally deliver that second 50%, let’s start a conversation.

Whenever you are ready, here are the ways we can support you (or your business) to thrive in your industry:

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