Photo by Chris Dorney

Complacency is one of the top vulnerabilities of market leaders.  For Luxury real estate marketing professionals who are bent on gaining or sustaining market leadership staying on the leading edge is not an option, it is an imperative.  Harrods’s department store in London exemplifies this principle.

Harrods is already known for its outstanding service private client service and was recently given an award at the Luxury Briefing awards for its customer service.  According to Luxury Briefing, “Beyond is an extension of Harrods’ service available to private clients and goes above the realms of what consumers expect from a department store.”  So why would they send their employees to study with Minding Manners (etiquette and protocol consultants) to learn about etiquette? The employees enrolled in a two full-day sessions that emphasized etiquette aspects of multi-cultural awareness.

Global capital cities as well as globally known luxury resort destinations are regularly visited by buyers of goods and real estate from all parts of the word.  What is considered to be great manners in the European or American cities can be interpreted as an insult in other parts of the world.  Since Harrods has an extensive VIP clientele from the Middle East, Asia, Europe and the Americas, the training by Minding Manners covered all aspects of meeting, greeting and interacting with cross-cultural respect.

At one time, every shopper entering the store was greeted with a handshake and a glass of champagne.  Now this tradition has been revisited as many cultures and religious sects practice alcohol abstinence, and do not shake hands with women.  Also the friendly Western physical touches are not necessarily welcome, particularly when it comes to opposite genders.  How to dress is also important when meeting customers from other countries if not in a standard store uniform.

Whether or not you are dealing with an elite global clientele or culturally integrated Americans, it is important to avail yourself of the knowledge of every community’s cultural and religious preferences.  In order to stay on the leading edge and successfully earn the trust of global communities, take the cue from Harrods.  Impeccable cultural etiquette is one way to differentiate you as a luxury real estate marketing professional.  To stay on the leading edge avoid complacency at all costs.


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