Nathan Foy - What Rich Clients Want (But Wont Tell You)

This book is for informational purposes only. It is not intended to provide professional advice or to address all circumstances that might arise. Individuals and entities using this document are encouraged to consult their own counsel. The author and publisher specifically disclaim any and all liability arising directly or indirectly from the use of any information contained in t his book.

The conversations in the book are based on the authors recollections, though they are not intended to represent word-for-word transcripts. Rather, the author has retold them in a way that communicates the meaning of what was said. In the authors humble opinion, the essence of the dialogue is accurate in all instances.

What Rich Clients Want copyright 2021 by Nathan Foy

All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without written permission of the publisher, except in the case of brief quotations embodied in critical articles o r reviews.

116 N Markley Street, Suite 200

Greenville , SC 29601

www .Fortis.co

Send feedback to Nathan@Nat hanFoy.com

Publishers Cataloging-In-Public ation Data

Names: Foy, Natha n, author.

Title: What rich clients want (but wont tell you) / N athan Foy.

Description: Greenville, SC : Fortis Riders Acquisition Corporation, [2021] | Includes bibliographical r eferences.

Identifiers: ISBN 9781737519003 (hardcover) | ISBN 9781737519010 (softcover) | ISBN 97817375190 27 (ebook)

Subjects: LCSH: Consumer satisfaction. | Rich people. | Customer loyalty. | Service industries--Social aspects. | Success in business.

Classification: LCC HF5415.335 .F69 2021 (print) | LCC HF5415.335 (ebook) | DDC 658.8 /343--dc23

Special discounts for bulk sales are available.
Please contact Nathan@NathanFoy.com.

To my mom, Peggy Foy. You always believed in me. You helped me start Fortis. Thank you for your sleepless nights dispatching rides for college students. Thank you for your relentless support. Your memory still in spires me.

Contents

Tell Me What You Think

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A Few Words from Author Nathan Foy, Founder and CEO of Fo rtis Corp.

At least 99 percent of the people reading this book are not qualified to be Fortis clients. And were OK with that. Our market consists of fewer than three thousand individuals worldwide. They have a net worth of at least $600 million and typically own a private jet that costs $6,000 an hour to charter. If that describes your situation, we may be right for you. If not, then were not.

I authored this book to crack the code on how to offer the highest-end service to the worlds highest performers. Because we dont simply offer chauffeured trips to and from airports. The Fortis experience is all-inclusive, private, secure transportation for personal and business trips to over one thousand cities worldwide.

If you want to learn more about these services, visit www. Fortis.co.

And if youd like updates on future books, training materials, and presentations, subscribe to our free newsletter at www.Nath anFoy.com.

Thank you in advance for reading What Rich Clients Want . I promise you will learn the secret to servingor being served asthe worlds most successfu l clients.

Part I

How to Offer Eli te Service

Chapter 1

Elite Service, Extraordina ry Profits

B efore you picked up this book, I knew something about you.

Youre a big believer in customer service. You want to provide the absolute best experience you can. And you want to meet and exceed expectations e very time.

You also realize that the customer is not always right. The client wants what they want, yet you uniquely understand what they need. And youre in position to meet that need, or at least you want to be. As long as the client is willing and able to p ay for it.

Are they? Youve probably noticed how typical customers and the average client drive to the lowest price. Its not because theyre shopping around for a bargain. Usually its because they dont know what they dont knowthey dont know that you exist.

So here you are, caught in the tension between the clients demands and what you know is better for them, between serving clients the way they want and making the profit you need. Youve got a business to run. Youre not here to waste time or drain revenue. Yet its so easy to miss the mark of offering what the client needs and leading hi m into it.

Its frustrating. And you shouldnt have to feel guilty about it. Standar ds matter.

At the same time, you wouldnt be able to live with yourself if you said Screw it and catered to everyone, including the coupon-clipper type. Nothing wrong with saving a little money, of course, but high-ticket service providers are not in the bargain-bin business. Pivoting away from the high-end service experience to anyone would come with pricing pressure. You know this. And the consequences would damage your brandlower prices and more customers without the concierge experience would likely give your business a reputation for long wait times, rude employees, and even poo r quality.

Youre not OK with that.

Im n ot either.

Know that you are not alone. The best service for the lowest price customer-service conundrum is a challenge for most b usinesses.

Its not for mine.

And I wrote this book to tell yo u why not.

Who I Am and Why I Wrote This Book

Im Nathan Foy, founder and CEO of Fortis, one of the worlds premier providers of secure private travel. Were a secure concierge on the ground for the worlds highest-net-worth individuals, including billionaire investors, world-famous CEOs, elite athletes, and high-ranking government officials. Unlike a standard car and chauffeur service, we offer entirely private travel and secure communications to our clients. In short, our clients are the worlds most discerning travelers with the hardest-to-p lan trips.

For example, heres a typical day at Fortis. Lets say youre a billionaire who decides to leave Mexico City for an impromptu business meeting in Texas. Tomorrow morning. At 6:00 a.m. And you want to take the scenic route to the regional airport along the lonely desert highway. Through a drug cartelcontrolled territory. In a Mercedes S-Class. You dont want you and your girlfriend to be abducted, tortured, and killedand there is a greater than zero percent chance thats going to happen. To arrive safely in the US on time, theres only one company you ca llFortis.

That probably sounds amazing. Exciting. Maybe a little overwhelming. Regardless of how a day in the life of Fortis feels, you have questions. Two, mo st likely.

Q: How do you get the worlds richest, most affluent, most successful people as you r clients?