One of the wonderful things about running a business in London is that you offer a service to a truly diverse range of clients. This means that you get to meet some fascinating people, both those who live in the city and those who are passing through. It does also, however, present challenges, as the diverse nature of these clients mean that you have to be acutely aware of their differing needs.
To provide a good service to all, you have to understand the mindset of both those who live in your area and those who might approach you from further afield. I’m often asked for the secrets of Signature’s success in the global marketplace, so thought I would share our experiences in one particular region with you. Hopefully it will inspire you to broaden your own client base and have the confidence that your product could apply to a wider audience.
Signature has catered to clients from the Middle East since it was founded, and at one time this sector comprised around 40% of our total business. There are two reasons that we were able to reach out so successfully, despite being a new business in a market where the idea was still unique. The first was that we absolutely understood what our clients were looking for.
We knew that our clients were first and foremost looking for – actually, expecting – a service of the highest quality. What mattered was not so much our range of supercars as their specification: all our cars come with all the bells and whistles a manufacturer offers, which is vital for those who are only used to the very best.
Because we are committed to only purchasing cars that meet our exacting standards, whether that’s having the best engine, the highest quality veneers or the best massage programme on the heated seats, we can be confident of delivering the best in class experience that is expected.
Quality of service is more than just our products, however, it’s also about the way our staff handle clients. We know that our Middle Eastern clients particularly appreciate a bespoke service, and we assign each client a dedicated manager to ensure that their needs are always met by someone who knows them personally. Because these clients are particularly discerning, and share our love of fine cars, we will always go the extra mile – we have even been known to buy a car specifically because a VIP client requested it!
The second reason is that we see being able to cater to these clients as a real privilege, not just another revenue stream. There is a real danger, I think, for companies to see overseas clients as ‘bonus’ cash, and to bank on them bringing in a certain amount of money without considering what changes and sacrifices might have to be made to appeal to this audience.
Signature is different. We love anyone who loves cars, and we see the fact that people will come to us from overseas as a great honour. Because we are first and foremost interested in providing an exceptional service, and ensuring that our clients are satisfied with the experience, we treat everyone on an individual basis and make sure we listen to their needs rather than assuming we know what they want. As a result we are privileged to welcome back many of our overseas clients time after time, and to receive new clients who have heard about us by word of mouth.
It may sound like very simple advice, but if you know your market and remember that every client is an individual, you should see success with overseas clients. Once you have a loyal customer base from a particular area you can also use your enhanced knowledge of their requirements to create bespoke services that will further enhance your popularity. At Signature, for example, we offer a bespoke executive chauffeur service in addition to the newly launched Signature Supercar Club, an invitation-only club which offers members first choice of our new cars and other exclusive benefits – something which is perfect for regular visitors to the UK.
Dee Bhatia, Founder & CEO, Signature Car Hire.