Do you have what it takes?
Eileen Harrington, AIFD is owner of Harrington Smith Inc. in Aspen, Colo., one of the world’s most exclusive playgrounds for the wealthy. In her floral business, which caters to numerous affluent customers, she knows it is all about service.
“The most important factor in acquiring and maintaining clients of that status is service,” she says. “Obviously, you must have a product that’s head and shoulders above everyone else’s.”
The level of service required to properly service her clients and retain their business means lots of bookkeeping and relationship building. Because many homes in Aspen are second or third residences for the wealthy, they might fly in for the weekend at a moment’s notice, Ms. Harrington says.
Through strong relationships with the household staffs, Harrington Smith Inc. can deliver the required fresh flowers on short notice. In addition, Ms. Harrington and her staff keep detailed records, noting how long the clients plan to stay and how long any flowers delivered might last. Records also include extensive notes on containers the clients want to use for arrangements, preferred flowers and other such information.
“Part of the reason we keep detailed records is so we can provide a consistent product and so our clients know that when they call us, no matter who they speak to or who designs their arrangements, they’re going to get what they’re accustomed to,” Ms. Harrington says.
Although consistency is important, it is also important to avoid a “cookie cut-ter” feel to the flowers and to meet expectations of style. “We’re active with continuing education,” says Ms. Harrington. “Most of our clients who have second, third or even fourth homes here are pretty cosmopolitan in their tastes. We have to keep up with trends in New York and Europe. We have to be educated and savvy.” |
