How to attract and do business with elite customers

Embrace change

Being open, honest and realistic will also help you tackle an inevitability that comes with working on complex, higher-profile projects—sudden and frequent changes.

Many pool professionals are thrown off by this challenge, but it simply comes with the territory. In fact, it could be seen as an advantage. Each time a change comes up—and they always do—you have an opportunity to make more money and turn a lucrative project into an even more profitable venture.

It is absolutely essential to approach high-end work with the mindset that there will be changes, and that those changes will occur throughout the entire course of the project. Simply put, those who do not cope well with making adjustments mid-stream are not cut out to work with high-end clients. Those who perform best in these situations learn to go with the flow.

You must also be prepared to face certain risks. For example, an inexperienced builder may respond to a change request too quickly and undercharge for the change. That may not seem like a big deal on a large project with a healthy profit margin, but all those small concessions add up quickly, chipping away at the margin over time.

Think through any proposed changes thoroughly, taking into account the fact that new orders affect scheduling for this and other projects, leaving costly gaps that aren’t easy to fill. For example, a change order could force you to return or replace already purchased equipment or materials, costing you valuable time and money. By running through all possible permutations, you can price the work accordingly (and fairly). If the client questions your price, explain your rationale honestly and sincerely.

Again, the key is managing expectations and positioning yourself, whenever possible, to exceed them. You must also stay true to your conviction that your work exemplifies the highest standards; if you can’t do that, high-end clients can be a nightmare. However, if you can and do deliver a product the client appreciates beyond all expectations, your honesty and openness will be rewarded.

Transfer your knowledge

One of the unexpected benefits of working with high-end clients is the potential positive impact it can have on all other projects. If you approach every job with the same standards and commitment to excellence as you do on high-profile projects, every customer, no matter his or her means, will benefit. There’s also the opportunity to turn those modest projects into more lucrative ones. Once you have the experience of meeting the demands of high-end clients, you can more easily open other homeowners’ eyes to possibilities they had never considered. In fact, it’s fair to say the ‘high-end sensibility’ discussed here translates beautifully to work on mid-range projects. After all, clients at all levels respond to respectful treatment and are just as eager to work with someone who comes to the process more concerned with quality and excellence, as opposed to just the bottom line.

As always, strive to match the standards set by the industry’s best practitioners. Develop your skills and build your own reputation for excellence that makes you stand out among peers. Then you will be more than prepared to tackle even the most elaborate projects.

PUTTING YOUR BEST FOOT FORWARD

The demands of a high-end client come into play long before the first shovel hits the ground. In recent years, affluent clients have also raised the bar in terms of what they expect from a pre-construction presentation. These days, many people are purchasing homes from great distances away, using tools such as virtual reality tours that walk them through spaces using 3-D graphics. When it comes to these types of clients, a flat plan or simple drawing is probably not going to cut it. Whether you prepare hand renderings or work with a quality computer-assisted design (CAD) program, be prepared to back up your words with strong visuals on a much higher level than was acceptable even a few years ago. Whether you subcontract this type of work, hire a staff member to do it or learn to do it yourself, these visuals must reflect the quality of the end product. Otherwise, clients won’t visualize things the way you want them to, making it more difficult to communicate your ideas. In fact, someone who makes a better presentation may beat you out for the job. Presentation skills are the new frontier in designing high-end water environments. While it takes time and money to get up to speed, the investment is necessary for those looking to attract elite clientele. This will not only set you apart from the crowd, it will also convey a clear message about your commitment to quality from the very first steps in the design process.

Brian Van Bower has more than 40 years of professional experience in the swimming pool and spa industry. He is president of Aquatic Consultants Inc., a Miami, Fla.-based international consulting/design firm specializing in upscale and unusual pool and waterscape designs. Van Bower is also president and co-founder of Genesis 3 Design Group, an international company specializing in progressive education and instruction for those involved in the design, engineering and construction of swimming pools, spas, water features and outdoor living areas. He can be reached at bvanbower@aol.com or via www.aquaticconsultantsinc.com.