Clienteling: The Art of Connecting

When I was little, I often heard the saying, “Treat others the way you would like to be treated.” It sounded simple and noble, a universal rule for good manners. But when I started working in sales, someone told me, “That’s not entirely true. You need to treat people the way they want to be treated.”

That moment was a turning point. In sales—and especially in retail—it’s not about what you think the customer wants. It’s about truly understanding and meeting them where they are. This is the essence of clienteling: creating personalized experiences for your customers that make them feel seen, valued, and catered to.

Why Does Clienteling Matter?

In today’s world, where customers have endless choices and can shop with a click of a button, loyalty is earned through relationships, not just transactions. And these relationships hinge on one thing: how well you understand and serve your customers on their terms.

? Do they prefer emails or WhatsApp messages?

? Are they more likely to visit the store or shop online with a curated link?

? Do they enjoy personal attention, or do they prefer autonomy with gentle guidance?

Clienteling helps you answer these questions—and act on them. It shifts the conversation from “What do we want to sell?” to “What does the customer want to buy, and how can we make it effortless for them?”.

Ultimately, clienteling transforms your associates into your biggest asset. While traditional marketing might convert around 2% of leads, a well-executed clienteling strategy can significantly boost key performance indicators (KPIs), often exceeding a 5% increase. This personalized approach fosters deeper customer connections, leading to repeat business, increased average transaction value, and stronger brand advocacy. By empowering your team to truly understand and cater to individual customer needs, you create a more engaging and profitable retail experience.

Ready to unlock the power of clienteling? Start by implementing a system for gathering customer preferences and training your team on how to personalize interactions. Embrace the shift from transactional selling to relationship building, and watch your customer loyalty and your bottom line flourish.