Clienteling best practices Top 5 Tips and Don'ts | Endear Blog

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Clienteling best practices: 5 Do’s and 5 Don’ts for Driving Retail Sales
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Learn clienteling best practices with these straightforward tips.
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![5 Clienteling dos and don'ts](/_next/image?url=https%3A%2F%2Fimages.prismic.io%2Fendear%2FaQF2O7pReVYa3x3L_5Do%25E2%2580%2599sand5Don%25E2%2580%2599tsforDrivingRetailSales.png%3Fauto%3Dformat%2Ccompress&w=1280&q=75)

Written by

Leigh Sevin, Co-Founder @ Endear

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Did you know that a staggering [77% of consumers](https://outgrow.co/blog/personalization-statistics) choose, recommend, and are willing to pay more for brands that provide a personalized experience? In a crowded retail landscape, that single statistic is the difference between a one-time buyer and a lifelong advocate. This is the power of modern clienteling. It's the art and science of building genuine customer relationships that transcend the transaction.

But let's be honest, "clienteling" can feel like a vague buzzword. How do you move from theory to a tangible, revenue-driving strategy? This is where many retail teams get stuck. In this guide, we'll demystify the entire process. We’ll define what clienteling meaning is in today’s market, outline the essential skills your team needs, and provide a clear playbook of do's and don'ts, including specific tips for luxury retail.

Let’s dive into how you can transform your approach from simply selling products to building a loyal community.

What is Clienteling, Really? Unpacking the Meaning in Modern Retail
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At its core, clienteling is the practice of building long-term, personal relationships with customers to foster loyalty and drive sales. Think of it as moving from a transactional mindset ("Who's next in line?") to a relational one ("How can I help _this specific person_ today and in the future?").

But let's be clear: modern clienteling is not your grandmother's Rolodex.

In the past, it might have been a store associate's "little black book" of top clients. Today, effective retail clienteling is a sophisticated, data-driven strategy. It integrates customer  information from every touchpoint, in-store purchases, online browsing history, previous support tickets, to create a unified profile. This allows you to deliver a consistently personal and high-value [shopping experience](https://endearhq.com/blog/shopping-experience) whether the customer is in your store, on your website, or opening a text from their favorite associate.

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> 77% of customers choose, prefer, and recommend brands that offer a personalized service or experience.

The Essential Skills for Effective Clienteling
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Before diving into tactics, it's crucial to understand the skills that separate a good salesperson from a great clienteling expert. It’s a mix of timeless soft skills and modern hard skills.

**Soft Skills (The Art):**

*   **Empathy & Active Listening:** The ability to genuinely understand a customer's needs, wants, and even unstated frustrations.
*   **Relationship Building:** A natural talent for creating rapport and trust, making interactions feel like a conversation between friends, not a sales pitch.
*   **Proactivity:** The drive to anticipate needs and reach out _before_ the customer does, whether it's with a new arrival you know they'll love or a simple birthday message.

**Hard Skills (The Science):**

*   **Data Literacy:** Comfortably navigating a CRM to understand purchase history, preferences, and communication logs to inform your outreach.
*   **Product Expertise:** Deep knowledge of your inventory, enabling you to make smart, personalized recommendations with confidence.
*   **CRM & Tech Proficiency:** Skillfully using clienteling software like Endear to manage communication, track sales, and collaborate with the team efficiently.

The Top 5 Do's of a Winning Clienteling Strategy
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Any modern clienteling retail program will incorporate these five powerful elements.

### 1\. Do: Personalize, Don't Generalize

If you don't know a customer's name, you aren't clienteling. But true personalization goes deeper. While only [39% of retailers](https://instapage.com/blog/personalization-statistics) send personalized product recommendations, doing so is one of the fastest ways to build trust. Instead of a generic "new arrivals" blast, send a curated lookbook based on their past purchases. Features like [dynamic fields](https://help.endearhq.com/how-do-i-use-dynamic-fields-in-messages-video) make it easy to address customers by name at scale, but the real magic comes from using their history to prove you're paying attention.

### 2\. Do: Your Research Before Reaching Out

Always head into outreach with some context. Why are you reaching out _now_? Is it because they just bought a dress and you have the perfect shoes to match? Or maybe you saw they browsed a specific category online? Having a "why" makes your message feel helpful, not spammy. Even if you don't mention their history directly, having it in your back pocket will guide the conversation.

### 3\. Do: Collaborate to Create a Seamless Experience

In an omnichannel world, a customer might interact with your SoHo store on Tuesday and your e-commerce site on Friday. The last thing you want is for them to receive three different messages from three different associates. A core tenet of retail CRM best practices is creating a single source of truth. With collaborative notes and shared client profiles, your entire team can see who last spoke to the customer and about what, ensuring a cohesive and non-intrusive experience.

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### 4\. Do: Give Them a Direct Line to You

It can be frustrating for customers to get passed around a faceless customer service department. By providing a direct phone number or email where they can reach _you_, you establish yourself as their dedicated guide. This gives them immense confidence to make another purchase, knowing they have a personal contact to help with sizing, styling, or any other questions.

### 5\. Do: Master the Art of Luxury Clienteling

For those wondering how to do clienteling in luxury retail, the key is elevating personalization to exclusivity. The principles are the same, but the execution is higher-touch. Go beyond product recommendations and offer:

*   **Private Appointments:** Invite top clients for one-on-one styling sessions before or after store hours.
*   **Exclusive Event Access:** Offer early access to trunk shows, collection previews, or designer meet-and-greets.
*   **Concierge Services:** Help secure a hard-to-find item from another store or offer complimentary local delivery as a surprise and delight.

The Top 5 Don'ts: Clienteling Pitfalls to Avoid
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Just as important as what you _do_ is what you _don't do_. Avoiding these common mistakes will protect your customer relationships and team morale.

### 1\. Don't: Let the Channel Get in the Way

In the age before e-commerce, attribution was simple. But now, associates can feel hesitant to help a customer who might end up buying online. Don't let attribution anxiety get in the way of a sale! The goal is a happy customer and a conversion for the brand, regardless of the channel. Modern clienteling platforms can attribute online sales back to the associate who drove them, removing this friction entirely.

### 2\. Don't: Make Everything About a Sale

A relationship isn't built on constant requests. Balance your outreach. If you know your client just got back from a trip, a simple "Hope you had an amazing time!" goes a long way. A well-timed "Happy Birthday" or a thank-you note for a recent purchase builds goodwill and makes your future product recommendations feel more genuine.

### 3\. Don't: Wait for the Customer to Make the First Move

Not every customer has a bold personality, but that doesn't mean they don't want your help. Be proactive. Reach out to first-time buyers or in-store visitors to introduce yourself and offer your assistance. For many, getting to know a brand through a friendly, human resource is far more comfortable than navigating on their own.

### 4\. Don't: Let Conversations Go Cold

It's a terrible experience for a customer to respond to your message only to be met with radio silence. If you're going to start a conversation, be prepared to see it through. Staying on top of your communications is non-negotiable. This is where mobile apps become invaluable, letting you manage clienteling on the go so nothing falls through the cracks.

### 5\. Don't: Get Competitive with Teammates

We've heard horror stories: a customer walks into a store and is ignored because "their" associate isn't working that day. This toxic approach creates animosity and, more importantly, provides terrible service. Your teams should understand that clients are shared. A collaborative approach ensures the customer always receives best-in-class service, no matter who they talk to.

Finding the Right Clienteling Software for Your Team
----------------------------------------------------

Clienteling is part art, part science. While soft skills are critical, the right technology is what allows you to execute at scale. When evaluating a clienteling solution, look for a platform built specifically for retail teams that includes:

*   **Unified Customer Profiles:** A 360-degree view of each customer's history across all channels.
*   **Omnichannel Communication:** The ability to message customers via text and email from a single platform.
*   **Smart Segmentation:** Tools to easily filter and group customers based on purchase history, location, and engagement.
*   **Team Collaboration:** Shared notes and messaging history to ensure everyone is on the same page.
*   **Sales Attribution:** The ability to track both in-store and online sales driven by associate outreach.

Learn how Endear can help you do clienteling like a pro
=======================================================

Explore the features of our platform to see why modern retails trust Endear for their clienteling.

Watch a Demo

Latest posts in Clienteling
===========================

1.  [Black Friday Clienteling Checklist: 10 Essential Tips to Prepare for BFCM 2025](/blog/bfcm-checklist)
2.  [The Store Associate's Guide to Clienteling Techniques](/blog/the-store-associates-guide-to-clienteling-techniques)
3.  [25 Clienteling Statistics Retailers Need to Know](/blog/25-clienteling-statistics-retailers-need-to-know)
4.  [10 Clienteling Mistakes That Are Costing You Sales](/blog/10-clienteling-mistakes-that-are-costing-you-sales)
5.  [How to Get Casual Shoppers to Become Loyal Brand Enthusiasts](/blog/drive-brand-loyalists)

[#clienteling](/blog/tags/Clienteling)

Written by

Leigh Sevin, Co-Founder @ Endear

[](mailto:?subject=Clienteling%20best%20practices%20Top%205%20Tips%20and%20Don'ts&body=Clienteling%20best%20practices%20to%20delight%20your%20customers%20in-store%20and%20online.%20Get%20more%20clienteling%20and%20retail%20strategy%20recommendations%20on%20Endear's%20blog.%20https%3A%2F%2Fendearhq.com)

SHARE THIS ARTICLE

Learn from the best - subscribe to our clienteling newsletter now.
==================================================================

Latest posts in Clienteling
===========================

1.  [Black Friday Clienteling Checklist: 10 Essential Tips to Prepare for BFCM 2025](/blog/bfcm-checklist)
2.  [The Store Associate's Guide to Clienteling Techniques](/blog/the-store-associates-guide-to-clienteling-techniques)
3.  [25 Clienteling Statistics Retailers Need to Know](/blog/25-clienteling-statistics-retailers-need-to-know)
4.  [10 Clienteling Mistakes That Are Costing You Sales](/blog/10-clienteling-mistakes-that-are-costing-you-sales)
5.  [How to Get Casual Shoppers to Become Loyal Brand Enthusiasts](/blog/drive-brand-loyalists)

[#clienteling](/blog/tags/Clienteling)

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