Stand Out to your Authorized Dealer with Bruna Soares

Ever wondered what it takes to stand out to a luxury watch dealer? Our latest episode brings you an intimate conversation with Bruna Soares, the industry's relationship-building virtuoso, who reveals how a serendipitous detour led her to the heart of horology. As the queen legend herself, Bruna unwraps the secrets behind cultivating lasting bonds in a realm where time is both commodity and connection.

Hold onto your wristbands as we navigate through the intricate dance of client relations in the watch business. It's not just about the transaction; it's about trust, patience, and the personalized touch that turns first-time buyers into lifelong patrons. Bruna's tales of perseverance shine a light on the nuanced skill of nurturing a clientele that values the experience as much as the exquisite timepieces they collect. From handling price-haggling customers to celebrating the wins of long-term relationship building, this episode is a treasure trove for anyone looking to master the fine art of customer service.

But wait, there's more than just stories from the sales floor. Bruna gifts us with wisdom on how to seek out and engage with professionals who share her passion and dedication—even if you can't shake their hand in person. With tips on finding your ideal watch dealer to navigating the world of luxury purchases with savvy and heart, this episode isn't just about keeping time; it's about enriching the moments we share. Strap in for a horological adventure that promises to leave you looking at your wrist with newfound appreciation.

Check out Bruna on Instagram:
https://www.instagram.com/watchbruna

Transcript

Blake Rea: 0:00

What's going on, everyone? Welcome to another episode of the lonely wrist. What's up all my lonely wristors? This is pretty much lonely. Are you wearing your panerai? What are you wearing?

Bruna Soares: 0:21

Yeah, I'm gonna panerai girl yeah. I almost forgot you on my watch today when I was like leave it, like damn it, I have to wear my watch. Usually I don't wear my needle.

Blake Rea: 0:31

Good call. It's been a busy day. It's Monday. I know we're all super busy.

Bruna Soares: 0:36

I'm trying to prepare for my trip to Geneva on Wednesday. Oh, when are you gonna go? Or Wednesday, what are gonna go?

Blake Rea: 0:46

I am going to Geneva, I'm going to LaLoc, I'm gonna talk and I'm going to Right outside of I think, like I Can't think of the name right now.

Justin Summers: 1:04

He's only going there for Toblerone and that's it, the chocolate, then he's just coming home.

Bruna Soares: 1:08

Oh yeah.

Blake Rea: 1:12

So let's kick this off. We have obviously a special guest. We're getting right into the fun here. So we have Bruna. Say hi, bruna.

Bruna Soares: 1:21

Hello, hi, how are you?

Blake Rea: 1:24

I thought it'd be great to have Bruna on today, because she is the queen legend at building relationships, og she she sells almost every watch in the world, every watch brand. She represents them, and this is an episode for watch nerds out there and maybe we could pick your brain. So we're gonna utilize you to share some of your wisdom about building a better relationship with your AD.

Bruna Soares: 1:55

Sounds great.

Blake Rea: 1:56

So welcome to the show Bruna officially.

Bruna Soares: 1:58

Thank you. Thank you for having me. Thank you Sorry for taking a while. We know we made it happen, she's very busy guys.

Blake Rea: 2:06

She's too busy.

Bruna Soares: 2:08

No bragging, but I got. I got things to do.

Blake Rea: 2:13

I mean, I can only imagine just the juggling act that you have to do. That you call work, oh.

Bruna Soares: 2:19

Yeah, no you know I do. So everything that I propose myself to do, I try to do a hundred ten percent. So that's why sometimes I get a little, you know, caught up in time. If I decide to do something else, and then I do have my own business and I do have you know, they start that I work at and then I have a personal life and then I have, you know, other projects in mind.

Bruna Soares: 2:40

So it's for 24 hours per day. Seven is for me. Sometimes sounds a little short, but you know we make it happen.

Justin Summers: 2:47

How's your sleep schedule?

Bruna Soares: 2:49

That one, I will take care of the other one. I need seven hours per day, otherwise it won't work the best of it. So that's good, that's a good question.

Blake Rea: 2:57

She's a. She's a very successful budding Airbnb host.

Bruna Soares: 3:01

Oh yeah, which I'm turning, which I'm closing my account, by the way, so that's why I have a meeting a little bit. But you know all the projects in the horizon so I can share right now, but something excited is coming up soon, so I'll keep.

Blake Rea: 3:13

I'll keep my eyes out for sure. Yes, this is funny because we recorded this podcast already, but we had some issues with the first one, so we had to get Bruno back. So thanks for coming back and and taking the time absolutely. So tell us how you got started in the watch industry and Go from there.

Bruna Soares: 3:37

So it was almost three years ago when I simply applied for a full-time job. Back then I used to work was right after the pandemic. I used to work, I always work in retail, right. So before the pandemic I used to work in a jewelry company when bigger corporation, and then I got, you know, laid off and then when they called me back it was in a leather Company, another big corporation. Leave it, I never, I don't work for them anymore, but anyways, leave it on. And then you know it was part-time when they come back.

Bruna Soares: 4:12

So obviously part-time for me would not work financially because I'm too expensive to work a part-time only. So so I start, you know, looking for full-time jobs because back then it was not a possibility to get a full-time where I was at, which is okay. So I'm glad that the workout as it did. So I simply apply for, you know, a watch store that was hiring full-time and I had an interview and I had a very great connection, by the way, my store director, which was the person who hired me, you know, and I start, you know, working for time. So it was not something that I played, was not like a call from the universe or anything like that was simply an opportunity to be full-time. But you know, I found out myself much happier in the industry for many, many reasons, and I'm there for almost three years now.

Justin Summers: 5:00

Wow so you ended into go where makes go where makes you happy as well, like I. Absolutely that in a career like you, need to enjoy what you're doing, otherwise you're absolutely Worth it.

Bruna Soares: 5:12

Absolutely. I mean I have, you know, I have a large background in sales and hospitality and then few places that I work at I did not love and I didn't want to be there, so I didn't spend too much of my time there anyways. But most of the place that I, you know, passed through it from a career I have nothing to complain about. You know I don't think I complain was part-time, doesn't pay reviews at all, but you know, other than that was just fine. And then, but by far Watches is definitely my, my favorite industry.

Blake Rea: 5:45

So safe to say. You just kind of fell on your butt and you became a watch salesperson.

Bruna Soares: 5:49

Yep, exactly seem like that.

Blake Rea: 5:53

Like that. I think. I think I've met you, maybe we've known each other for maybe like two years now.

Blake Rea: 6:00

So you know, I was right in the beginning, right when I started, maybe you're pretty fresh in, but obviously I am have am glazed over, but I've met many people, not like Bruna, but many people in a similar role as Bruna, and something that that really stuck out is just it's just like your, your passion, you know, you could tell, like what you're talking about, you're very passionate about and you care, you know, which I just don't see very often and we immediately connected. We've stayed in contact pretty much the whole time, and and and yeah. So I feel like you're, you're setting a good example for the industry.

Bruna Soares: 6:38

Oh, thank you. That's a big responsibility. It's a big way to my shoulder, just FYI.

Justin Summers: 6:42

But that's the selfish of you, Blake. Why do you do that there?

Bruna Soares: 6:48

Yeah, but I do have to admit again, everything that I propose myself to do, I put a hundred fifty percent efforts. I don't like to be like average, you know. I like to be seen in a good way, especially because this, the world is so small. You know there's industry, especially in Las Vegas. Even back in Brazil when I used to work in sales, also everything. So everyone knows each other somehow and a few that in general being intentional, right. So if you do a good job, everyone's gonna see it and you're gonna be rewarded for it. And if you do something that you don't like, just do for a short period of time, might be somebody else's passion. That's how I see, you know, and then, yeah, that's that's my, that's what guides me to do my work, how I do it.

Justin Summers: 7:34

Love that and thank you for the compliments. So, since you're so successful at this, bruno, what's been your approach to cultivating client relationships?

Bruna Soares: 7:45

So I If, for all the business that I've been to, I learn very quickly that it's much easier To sell to for someone that knows you, that trust you somehow. So to me, more important than close a sale right away is to make sure the client is happy and then they will return to you again, like return to me again. This is to me. Of course, it feels good to close Right away one cell, but to me is much better my accomplice. I celebrate when the same client that I sold something comes back to me or refer somebody to me, or this is way more important. So I learned this very quickly and in right in the beginning of my career.

Bruna Soares: 8:27

So to me, everything interaction that I do with any client is extremely intentional. My intention is to solve the problem. If they walk in my store asking for a watch, in my mind that's a problem. They don't have a watch and I'm there to solve this problem. Right to sell watch, but better than sell one watch I'm there to build, help them build the collection. Or, if they do have a collection, helping them to diversify their collection. Or you know, like to I always kind of plenty my think of the next step.

Bruna Soares: 8:57

Exactly like if I do something in my mind, there's something I had already that I'm, you know, ready to. Obviously doesn't happen a hundred percent of the time, but I do have a large amount of clients for the short bit of time that I that I've been in the industry, and you know, and that's how my brain works, you know I try to cultivate. So never this connection ever ends.

Blake Rea: 9:21

How do you I mean obviously. I mean I'm sure you have a lot of clients every. Every time I walk in to come see you, you know you're with somebody or you're busy. Oh, you're, you're waiting at me from the corner.

Bruna Soares: 9:32

How do?

Blake Rea: 9:32

you, how do you keep up with everybody? Like how do you keep up all your clients Like obviously, like I Know, it's important for you to remember things Right, like pieces that are in their collection, or maybe where their collection's heading, or maybe what pieces they're hoping to acquire in the future. But how do you remember all that?

Bruna Soares: 9:50

I mean that's a great question, because everyone's is like you have a memory and I do have a good memory, so if you do something bad, I will never forget.

Blake Rea: 9:57

Anything good, I'm never gonna forget either I forgot my breakfast was no, I do have a great I do have a great memory actually.

Bruna Soares: 10:06

And then I, you know that's a plus right. So that's right. I don't know the secret sauce, but you know it does. I just have it. So.

Bruna Soares: 10:12

But also what I try to stimulate, you know, my interaction with my clients. For example, in the store that I work, there is a system that we put the client's information. There is like a notes that usually I use the notes to put you know, okay, man, the client's wife's name. Sometimes she never goes there, but when you talk about his wife, so I know her name, or they have kids, or where they work, and then you know a big project or something that they're willing to accomplish, or they're gonna sell the company, something. So I usually put like in the notes, like there's a private information.

Bruna Soares: 10:44

So I'm the only old operation me, I'm the only one you know who see this notes. So it's easy to me to remember this information, right, because I always add more. But also, when you start genuinely care about your clients, when you start to talk to them, so often you kind of remember, like I'm pretty sure you know a little bit about life, your friends, and I'm not here to mix it up professional and personal. I, like you know, I do have like a lot of clients that I know a lot about their lives. It's just because I talk to them so often right you know not only about watches.

Bruna Soares: 11:17

You know Sometimes about a trip or sometimes about I don't dogs, or, you know, wine or anything that they want to just chat about it. And then I do pay attention in the information. So it's easy to me to remember all those information. But I'm always busy to in the store because that's what I'm there for. Think about you know my hour again. You know I work for money. That's the reality, you know. So to me I need to pay off my time and then I don't want to waste nobody else's time there. So if somebody take the time to get out of their house to Drive to the street, to park and walk through the casino and go to my store, I have to kind of appreciate also their time there, right?

Blake Rea: 11:59

Yeah, so.

Bruna Soares: 12:01

You know, not doing nothing, not doing anything, I don't feel that's respectful with them. So I'm there to be as professional as I can be, you know, be as informative as I can be. So it's a way, in my mind, to appreciate their time to be there, because I can simply buy online if they want you, but they decide to go to the store. So, you know, being more present in the moment, to me it's very, it's very important. That's why I try to keep myself busy all the time. Yeah, I mean like be productive.

Blake Rea: 12:29

It's kind of kind of funny because obviously I haven't bought no watch from you. I'm sorry. Yeah but yeah, yeah, but I'd say, 90% of the time we talk, we talk about beagles because we are both be. We are both beagle parents.

Bruna Soares: 12:42

That's true, that is true, see, and then you know, watch goes in the middle of the conversation somehow. But that's like you know, that's how I, you know, try to to to connect Some, because if you be, if you are too operational with your client, also gets boring. Like, imagine you talk to somebody Only about product and you know promotion and price and numbers, and you know, you know, life is not all about that.

Blake Rea: 13:09

It feels very transactional when that happens, like it doesn't feel genuine, it doesn't feel honest, it doesn't feel and that's the worst part no, I mean, what you have to say is probably way more important than I have to say.

Bruna Soares: 13:26

No, but, but that's, that's a true. And then if you put yourself as a client, like when I am Ready to buy something you know, and then I go to store, of course I don't know the sales professional life, like it's not on my business. But it's just good to know when they ask other questions besides the product.

Blake Rea: 13:44

Yeah, you know so.

Bruna Soares: 13:45

I start to to kind of reflect that. And then I bring back one thing that I learned also. So in Las Vegas, let's take the place for celebration, right, a lot of people come to Vegas to celebrate something, right, sometimes they come to spend a weekend in Vegas just because, but sometimes they come for anniversary birthdays, you know, vacation, whatever. So I realize that when I am on vacation, what I like to do, I like to travel, right, and then when I travel I go like, for example, that's my last birthday last year with Napa. So every single winery that we went you know I remember I went to three of them so one, two of them ask was the reason like the purpose of a trip or something I thought, oh, with my birthday.

Bruna Soares: 14:26

So the way how they approach the whole presentation for the whining taste is completely different than the Winery that didn't ask. And then it doesn't make me feel bad or anything, it's just the feeling of sharing things that's not related to wine, for example, feel good. So every single client they walk in my store I asked this question what's your occasion? You know what you shopping for, what's you know? And then they answer depending what's the answer, the interaction goes differently. Right, and I know it feels much better to hear more From them about their lives and what they're playing, then just about watches. So I try to bring to my work what I see, what I pay attention outside of it.

Blake Rea: 15:08

You can agree more couldn't agree more.

Justin Summers: 15:10

Yeah, and so I'm curious for you, bruno what challenges have you faced when trying to establish trust and report with new clients, especially?

Bruna Soares: 15:20

So I person don't take anything personal, I don't think anything personal. So there is clients who are willing To, you know, establish a relationship to. You know we spend their time with you and learn about it and engage and even if not already to buy, they're considered your time and then, you know, moving forward, something might happen right. But there's a lot of people that they just want to deal, they just want what they want. They just want what I cannot somehow deliver. And it's very frustrating In one part because again for me I feel that, okay, I did not I accomplish what my goal is with this person. But again, I don't think personal. Everyone has their preferences, everyone has their priorities, everyone has A way like, for example, last week I had a client come, let's know.

Bruna Soares: 16:11

This week I had a client come to the store every single watch. I couldn't interact with her because every single watch she was pointing all all she want to know is just price, how much is one here, how much? And before I tell the price, I usually know present the watch, put it her wrist. She didn't want to even to say this like I don't know, I just want to know the number. And then it was very challenging to engage when someone is like this. But again, I don't think personal. Maybe that's her way To buy things. I can sell, obviously, anything for her.

Blake Rea: 16:39

She didn't find anything that she liked there, but she will find somewhere, so that's okay that happens a lot in vegas for people who are trying to watch money Like I'm not sure if you probably had that, but I don't think she want to watch my just think she was in the budget.

Bruna Soares: 16:53

she don't want to spend more than what she wanted, what you never know.

Blake Rea: 16:56

That's how I feel.

Bruna Soares: 16:57

Yeah, I could be that you, but I just the impression that I had. She had like some number and she was like asking whatever she likes beautiful number, but I need to stand, or 10k or you know exactly. So that's a feeling, yeah, that's a feeling that I got, but could be that you, but again, regardless I, I didn't say anything for her. Yeah, and then that's not the only person who does that. Like this kind of situation happens Sometimes, you know.

Justin Summers: 17:21

So it's a little frustrating, but again, I don't think person like that's her, that's her way to to buy, and then maybe another person Won't buy next door but buys with me, so that's right, it'll come back at some point to you know, keep being a good person, to keep being a genuine person, and I think that people will always, you know, give you your time of day and, you know, help you on the way to.

Blake Rea: 17:43

I can't help everybody right exactly I wish, but. Tell us, tell us a memorable story where, like, a strong client relationship led to some unique or unexpected opportunity.

Bruna Soares: 17:58

I have so many because I got so many clients and yeah, I mean so I would say maybe a recent story. So this couple, they they have a home he vegas, but they also have a home in colorado. They come every six months kind of thing. They always stop by to take a look and, you know, watches. They had not bought anything for the first two years, I would say, because I met them right right in the beginning. But recently I sold something and in the first time that I saw the watch, like right after in the selling, like back to back to back to back, and then we have like a few watches already in their wrists.

Bruna Soares: 18:41

But it took a while, I guess because they needed time to kind of understand what the money was not a problem for them. Clearly we could see in the beginning and again, I'm not the kind of person that I kind of push in the beginning. Now I just make them feel very comfortable. And then the feedback that I heard from them is that they feel much comfortable dealing with me because they see that I'm not pushy. But I kind of show what's up there and I let them take their time and then I, you know, show the information that they want to know and help them make their decision. So that's like the feedback to hear. So that's the most recent, I would say.

Blake Rea: 19:24

Do they take you to colorado? No I haven't been there yet.

Justin Summers: 19:29

I was waiting all day.

Bruna Soares: 19:31

They told me when I, they told me when I go there. So just reach them out, so Remember yeah, but I have not been there yet that's a lot of clients is very sweet. A lot of clients. Actually, they have homes like right. I mean they live in other places, so they always all when you come to my home, when you come to, you know whatever they. Invite me know, yeah, so that's very, very sweet so I have no, of those places.

Blake Rea: 19:55

But you know, but that's very sweet you if you hear from me, if brunos customers are listening, she's waiting for the invitation, guys oh yeah, no, they I went to, so I was on vacation.

Bruna Soares: 20:06

I was on vacation this first week of january and one of my good clients she has a home in in my own she doesn't live in my own, but she has a home there and she was there the week. The week that I was there also, I got the flu. I told her that I was going to my army and I was like, yeah, sure, but you know, when I got there, I'm sorry I got the flu. What is happening? I just wanna spread the. You know anybody like. I don't feel like any sick either. So, yeah, it was alright, but you know, you know I get. I get a lot of this invitation from a guy. That's very sweet of them actually.

Justin Summers: 20:46

That's pretty cool. So I was gonna say, touching back on what we're talking about for anybody listening as well cells one oh one. If you wanna be a good sales person as well, be genuine to people, like we mentioned before, but sell what the people are looking for. Don't try and convince other people that you need this other thing. That's crazy, like that they had no idea. Like it's okay to do that sometimes, but generally you want to always try and sell within the category that they're interested in.

Bruna Soares: 21:11

I partially disagree.

Justin Summers: 21:14

Do you? I do yeah alright, let's hear what yeah, I agree a lot of the brands you sell so themselves.

Blake Rea: 21:21

But I'm curious why you disagree yeah, I partially.

Bruna Soares: 21:24

I agree that you should not be like pushing for something that the client don't know when you think they should have it because you think that's that's I agree. But sometimes client think they want something but they don't really want just being told they should have from somebody in the trust Right. So imagine if I sell only what my client wants, I would not sell anything. How do?

Blake Rea: 21:54

you figure that out like how do you figure that out?

Bruna Soares: 21:56

like doing my job, doing my job. My job is educate clients, educate me. Obviously there's a big fortune. There is a big portion of collectors that they know all the brands that I carry and they know what they want, and then that's much easier. But that's not sell. This is Clark, like I'm getting the watch name, getting payment and leaving, so I'm not selling Right, sell for me is someone who walks in my store and then finds, okay, I need a watch and I've been told I should get up.

Bruna Soares: 22:23

I don't know, I'm just gonna give it like a relax. Good luck for the relax up, right, I don't sell first. I don't, really I don't sell relax, so you know. So I'm gonna sell for this person. I mean, you can get your relax up, fine, you should have it, to agree, but I don't have it. There is no one available for now. So let's find out what else you might like. So that's how I do my job, you know. So, kind of, show us around educating them, and based on that particular piece. Why is why? Oh, because I want to dive in watch. Okay, so let me show all the diving watch store. Why is it? No? Because I want this. I connected. Okay, let me show all the iconic pieces from other brands in my life, showing a shared history. I show the mechanism and End up liking and getting. I mean, that's how I think.

Blake Rea: 23:08

Everybody's looking for everyone's looking for a sub, but I mean, it's debatable, that is, that For the sub price point you can get a lot for your money.

Bruna Soares: 23:19

I agree and I'm not here to tell that anybody else. Dream watch should be the one that I think is my dream. What you know I'm not. I'm not this position, but my job is to educate based in what I have and this what I know, and then let them make the decision like I might be. Worse thing for me is bias regret. I hate to sell something that the clients, like you know what I just don't like, I want to change or I'm not return like. My return rate is like Close to zero. You know, obviously there is here and there one another like and you're gonna have.

Bruna Soares: 23:54

But in three years you have, like I can count my hand, how many in one hand, how many I have returned like it's very, very low because, again, before you know, my client pulled the trigger.

Bruna Soares: 24:05

They're very certain that they, like, they understand what is coming from and what is all about. And then that's for me, that's for me sells Like, imagine you go by, you know a watch that you have in mind and you end up with something else and you absolutely love what he got it. But it's completely different. That's happening couple days ago actually, with a client, local client, my client. He, you know I saw the couple watches for him and he text me when I was on vacation. I told him Like, hey, you know I'm out of the store for a week. I'll be back next week and feel like to go there. My coworkers will help you and you know, I mean, I just like, no, I wait for you.

Bruna Soares: 24:42

So he was very, very sweet, he wait for me. And then he came back to the store thinking about a reversal. Like he was very certain I came here to buy a reversal, but can you show me also a couple of the options? I know he's style, I know what he likes and what he doesn't like is that. Can you show me, like, around this price point, something that I might like? And I'm getting a zen at chrono master. Completely opposite the reversal and he absolutely went into the store to buy reversal.

Bruna Soares: 25:11

And I never told him exactly and I never told him don't get a reversal, get this in. The reverse actually was more expensive so it would make more money selling versus at that point. But I just show him was like what about this right here, like what I think about? You know, I start to show him they start about Al primero took nine years to develop and, you know, design the movements the best you know. I was telling him the whole story about the the movement and they start he just love it, he just love, absolutely love it, and he's gonna get a reversal afterwards. But he made a decision complete. That's a sales.

Justin Summers: 25:44

Yeah, so what's? What strategies are you employing to like? Understand your clients needs better than like? What exactly are you doing to like?

Bruna Soares: 25:52

listen to what he says Like again, he was my non-client, so the couple watches for him in the past. So I know, like he's a doctor, he doesn't like big watches, he doesn't like super bulky styles, he doesn't like link bracelet. He likes leather, very elegant, very settle, but he likes iconic pieces. So you know, just listen to what he says. You know how they want to see some history is, you know like all this little details of a spy attention and then I showed him Pretty much so that they can. I saw the couple Zenit, but the criminal master, 39 millimeters, was the one that he took. I got the other option to from Zenit, the new chrono pilot, but he didn't really love that one so much. But yeah, it was. You know how. That's why a portion is agree with when you say like you should sell one, decline when somebody claim you don't want they don't know what the frankly yeah, that is, that's totally.

Justin Summers: 26:42

I'm actually glad that you gave that description as well. I mean, everybody is completely different their sales approach and clearly it's working for you as well. So, no, I love that. She said that too. So thank you for your input on that.

Blake Rea: 26:53

You're welcome beyond, like the physical purchase of the watch and the satisfaction that goes into that. How do you see that the buyer or your client ensures value beyond their purchase? Does that make sense?

Bruna Soares: 27:11

Sorry, I didn't get a question. I don't know, Besides beyond the purchase.

Blake Rea: 27:17

Obviously they come in and they see a watch that they like and then they buy it. But beyond that, like in terms of creating that experience, that a customer like will, feels at home, feels comfortable, like. What type of steps do you take To provide that experience?

Bruna Soares: 27:34

you know so, as much as very is, a watch is a commodity. Right, you can find every single corner. You know the same watch that I said my store. What makes the difference is the engagement you have with the person, that you're dealing directly, because if someone doesn't want to engage with anybody at all, they're going to go online and buy the watch and get done with Right. But I do feel that the experience, the ambience, the engagement that they have with the person makes difference. Right is so much more pleasant. You walk in a store that's clean, that has a luxurious environment. So if you're looking for luxury watches, right.

Bruna Soares: 28:13

So Right that they have a nice assortment of options for you to try, even though if you're not going to get all of them, but at least you can See most of them. You know if you have like what are available for you, if you have like sits to To, you know, be comfortable and try, and a nice mirrors, and you have to have a champagne to sell, like all those kind of little things Makes difference in the whole experience because, again, to buy the watch, to swipe the card, that's the easiest part for the client and they can do this anywhere however they want. Right, they can do online, in their own house, in the computer, but they can go next door, across the street, in their house, in their hometown and find the watch. That's not the key, but the whole thing, the whole momentum that makes difference and that's how I try to do differently Because, again, it's in respect to their time.

Bruna Soares: 29:08

If someone is getting out of their house, is getting out of their hotel, hotel room to go to my store to browse around, I have to be respectful with their time also, so I will do my best to make sure it's worth it their visit to my store and then go in there and buy something or not really. But if they don't buy, they don't feel like that, impressions like I'm never going to buy in the store because it's so awful, I'm just going to buy a wine, kind of thing. You know so. But yeah, there's some place that you go and I mean, I'm talking to myself, I'm very loyal for few sales person for some, some places not all of the places, because I'm not a heavy buyer anyways, I'm not really a person who shops all the time.

Bruna Soares: 29:47

But when I buy something, you know I like, I like customer service. That's how I work with it. And then I pay attention in other people's customer service so I can copy from my reality or just I just don't do, don't do because I think it's awful, right. And then I'm pretty sure I'm not the only only one person who analyzes that my clients, even though they don't work with customer service sometimes they have other industry but they pay attention that they're going to drop at least ten thousand dollars in my store. The service has to be equivalent to the amount of money that they're spending.

Blake Rea: 30:18

Yeah right.

Bruna Soares: 30:20

So even if they service, Exactly, and even if they're not spending ten thousand dollars, the fact that they are going there is say something.

Blake Rea: 30:28

Yeah.

Bruna Soares: 30:29

So you know that's how I try to, to make sure they always come back, you know. So to try to make fun, the experience you know.

Justin Summers: 30:39

Yeah, totally. And how do you keep up with the changing tastes and trends and watches?

Bruna Soares: 30:46

I just follow them. I don't need to like what I sell trendy, that's right, I mean but that's, that's really.

Bruna Soares: 30:53

I don't need to like what I sell. I need to know what's going on in the market. But I don't need to like. Am I right? Everyone likes. Everyone likes, relax. They don't. I don't. It doesn't mean that I don't want to. You know, sell, relax. They don't know that my client needs to like, not me, you know. So I just need to know what's going on in the market. I need to know what the brands are doing, what's the benefit of each one of the. You know the new developments, and then I need to share the information and let the client make the decision based on what I share.

Bruna Soares: 31:26

It's very important to know what's happening in the market, absolutely, but again, I don't need to To like it necessarily. I don't need to have it to sell good. And it was something that took me a while because in the beginning I was trained by one of the sales professional in my store, national. She retired but she, to me, was the best sales person I ever met in the whole industry. She was so knowledgeable and she had like very nice watches, right, but she worked in the industry for 20 plus years, so you know. So she had like very, very cool, beautiful pieces and I was like, oh my god, you know, I'm just going to sell good like her If I have those watches. So it was like my night. I need to be a watch collector, need to have this and need.

Bruna Soares: 32:08

And then I realized afterwards like, wait a minute, I don't. I need to be a sales profession, I need to be a watch expert. I need to know about what. I don't need to have watches to sell good and I don't. I have a few watches which I love it. They're amazing. I like my watches completely different things than a lot of people. Who likes watches? My watches is my, our mind, my taste. Some people are really going to buy. This was like, yeah, I did it, it's not your business, mine, I like it, my style, right and then. But you know, what I say is completely opposite. They might say sometimes but it's what my clients like and that's what matters.

Blake Rea: 32:48

I say it's probably even beneficial to not be a watch collector, especially if you're in your role, I agree Less addicted. Not only is it addicting, but you fall into the same habits that that buyers can get consumed by, such as like hype and and resale value. And then you know collecting and then you know, as you're, as you're collecting watches, you, you're focused on your, your collection journey, not your clients collection journey.

Bruna Soares: 33:16

I agree, I agree, I agree. And then again, I like watches.

Blake Rea: 33:21

I do have some.

Bruna Soares: 33:22

You know, I appreciate the art behind the inspiration, the craftsmanship, the history of all the brands, all of that. Yeah, definitely, you know. But at the end of the day, I'm here to, you know, to share with my clients what I know about it. Let them make their decision and be happy with your decision and then go from there, you know. So that's how I keep up with the hype, with the changes.

Justin Summers: 33:44

Keeping up with the Joneses.

Blake Rea: 33:46

Yeah. So I get one more question out, and then we obviously promised a lot of our listeners to get your perspective on how to build a strong relationship with somebody like you, to somebody who has the ability to allocate watches. But the final question that I have is in your opinion, what sets a good watch dealer apart from a great one?

Bruna Soares: 34:14

the people that work for. So watches are available. Some watches are not, but those watches are very difficult to get it. It won't go for everybody. When you put this in your mind, make things much easier, much smoother. Don't take personal. It's not because we don't like it, it's because that's a reality. If I have one watch that I get for a year and if you don't have no purchase history, probably you won't be the one getting this watch. That's a reality. And then I'm very straightforward with my clients because, again, I don't like to waste my time. I don't wanna waste their time. It's just a reality. It doesn't mean that we're never gonna get the watch. No, in their reality nowadays, that's how it works.

Bruna Soares: 34:54

What the difference between dealers is the people you're dealing with, people you're working with. Being genuine, being upfront, truly caring about the client and the client needs makes such a big difference. Because if I know my clients wants that particular watch and I have two allocations per year and then it was extremely difficult to get it and just be teeny chatting and not doing business, it's not gonna help. So I prefer to be upfront and see you know, share how the world is nowadays, and then do my daily justice, like educate about the brand, educate about the process and then educate about watches. And if they're willing to collect watches, then you pick a place that they trust, they trust the person and go from there.

Bruna Soares: 35:44

But again, it doesn't mean that my place, it doesn't mean that I am the only person reliable. No, there is lots of great self-profession, there's a lot of great places to do business with, but the most important is that people who you're dealing with because if you see, like promising too much, asking too much and not happening anything, that's not how I usually do business with. But you know, if someone is comfortable doing business like this, that's up to them. But I feel like they're very clear, very upfront, and then proactive and knowledgeable definitely helps a lot. And then again, when you get a connection genuine with the person that you're dealing with makes difference.

Blake Rea: 36:23

Yeah, I mean, there's gonna be somebody like we're all different people, like me, you, justin. We're all different people. We all respond differently to different experiences.

Bruna Soares: 36:32

Like something that may be a normal day for you maybe a stressful day for me, or vice versa right, but yeah, exactly, it can be the same store, exactly the same situation, just describe it in the same store. Like I would not be able to deal with someone who speaks only Chinese, for example, probably only.

Bruna Soares: 36:52

I'm gonna build a genuine connection with someone who doesn't speak the same language. That's a reality. It doesn't mean that I'm a bad person, doesn't mean they're not that kind, just like the connection is not there somehow, and that what I'm gonna do in this situation I'm just gonna call one of my Chinese coworkers and then let them guide through, and then if they have any hard time dealing with someone who speaks Spanish or Portuguese, they're gonna call me and then do the same. So that's how pretty much works. That's why people are important in the business, and then who you deal with is very important, more than product assortments.

Blake Rea: 37:24

I feel like I wanted to say at the last approximately 10 minutes of our podcast, to go over that strategy. Right, because everybody that I know and obviously we had the idea to bring you on for this podcast, to bring customers into your shoes and to understand what you look for in customers and how you help customers not only with the service side but getting them the watches that they so desire, right. Right, because obviously you sell some of the hardest watches in the world to get allocated, right. So how do you figure out from your perspective and again, it's gonna be a different perspective from every sales professional but how do you decide which customer to go back to your leadership team and say this is the customer I want to get this watch.

Bruna Soares: 38:24

No, that's a great question. Yeah, so it's. Basically our job is sell watches and then, more than that, we want to make sure the watches are going to the right people. And then I'm not here to tell you will right your wrong, not that. But if I do have a connection, if I do business with a client for a while, if this client is open for possibilities within my range, my company right. So if the client has celebration that they wanna share with us, like they like to celebrate their birthdays, they like to get a watch, they got promoted, they think about watching. They always think about us.

Bruna Soares: 39:08

Of course, when I have an opportunity, I'm gonna give priority for this person. There is not really a recipe. There is no like oh, you have to be like this, this, this, that to get this, this, this watch, not really that, but just be genuine about your wishes. Every single self professional wants to sell watches. There is no such thing as someone or I don't want a self in this person not doesn't exist. We want to sell watches for everybody. That's the reality. But you know, you have to understand that's a lot of people sometimes for the same pieces and sometimes we have someone in mind. That in our mind okay, maybe it's not the time for this one yet, because this other person also wants this piece, and then you've been waiting for a little longer or have done a bit more business long term, and then I feel that this person could be first. And again it's just when you give priority to our dealer, the dealer's definitely gonna prioritize you. It work in both ways.

Blake Rea: 40:07

But again, there's not really a recipe, it's just keeping touch with the person without Would you say, like if one of your customers comes in with a watch that you didn't sell them? Like what's going through your mind? You know Like obviously you may not care right, but as somebody who's looking to get that next challenging piece to get, yeah, if they got it somewhere else, like congratulations, that's a great job, good for you. It doesn't make or break, obviously.

Bruna Soares: 40:37

Absolutely not. Let me so again. Watch is our commodity, so the hard pieces together is hard for everybody. If my client somehow got it on the plate like I have good clients, like one of my VIP clients he was in what he was in Vienna I think, and he called me, he texted me. Actually that was like six months ago. He texted me because in Vienna he was there. Probably they saw like what he was wearing, like you know, and they offer something like very special with no purchase history.

Bruna Soares: 41:04

He said I'm Bruno, I got off in this one. What do you think should I go? Just get it. Just get it, because I know I don't have this watch now. I can't get it for you. I just don't have now, I don't have a time frame and I wanna promise something that I don't know what I'm gonna be able to accomplish. Just get it. That's not gonna be the last watch and then we're gonna move forward. This is very important to me because if what's up, oh no, go ahead sorry.

Bruna Soares: 41:25

No, I'm just saying it feels that he trusts all my inputs before they get on the station you know, it doesn't mean that he buys watches every month somewhere else, but if something like a unicorn happens and then he takes the time to text me in Las Vegas while he was in Vienna, asking me what I think about him buying this watch, that says something.

Blake Rea: 41:45

Yeah, I'm gonna be mad about him enough, and obviously there's kind of like the fine borderline of loyalty right when obviously as a watch collector we can't put all our eggs in one basket. I say that because it's beneficial for a watch collector to have Bruna's everywhere right.

Bruna Soares: 42:13

You know, I'm just calling it like I say, I'm gonna find it now. I'm just giving it. I love you to death.

Blake Rea: 42:16

But you get what I'm saying right, like we can't hang our hat on one relationship to get all the watches we want.

Bruna Soares: 42:24

I partially disagree with that. But yeah, go on, yeah, please, please, go on, no, go on.

Blake Rea: 42:29

No, no, I. And so here's an example, right, and this just happened two days ago. So one of my friends is a professional baseball player and he was looking for a Rolex, and I introduced him to one of my other friends who has every single Rolex under the sun.

Blake Rea: 42:50

And so he was actually visiting this area in California, where my friend leaves. So he took him into his Rolex dealership and the Rolex dealership said, hey, we're gonna shut the store down, like we're not letting anybody else here. You can buy anything you want in this store, anything that's on exhibition, anything that's in the safe. I mean he could have bought it on the spot. He ended up buying a Wimbledon and a celebration dial or perpetual. So obviously, like there's weird instances right when he, as a professional baseball player in the city where he plays professional baseball, couldn't get the celebration dial Rolex, but having an opportunity to meet a new dealer created that situation for him, so he got something that he would have never gotten normally.

Bruna Soares: 43:39

Yeah, but you talk about brand that don't need new clients anymore.

Blake Rea: 43:43

That's true, of course.

Bruna Soares: 43:44

You're talking about brand that, frankly, they don't need new clients. They have too many to take care of already. So that's why I partially disagree. That makes sense If you think about. You know, even for VIP clients there is some brands. They have certain rules that they can sell only like few pieces, whatever amount they you know, estimate for a year for a client.

Bruna Soares: 44:06

So if my client obviously wants more than that, I won't be able to deliver because I'm going to be breaking the rule with the brand, which I don't want to do that because I don't want to be able to do the relationship with the group. But that's not for all the brands and that's why I partially disagree, because I feel that if you have too many doors, you don't have none, Because if you're giving too much attention to so many doors, how reliable all those doors will be only with you whenever you really need it. I do have clients who deal with me and have deal with seven other dealers, which I'm fine with that. But when I had that special piece, do you really think he's going to be the priority? I have other clients who are dealing with me. Only that's on top of my list always.

Bruna Soares: 44:53

So that's how I partially disagree. Obviously you want to realize you cannot find anyway and you go everywhere in the world and you offer one. That's why I say I just get it. It's not a big deal because we don't have, but for other pieces, for other brands and for the relationship itself, I don't think that's helping. I don't think so.

Blake Rea: 45:14

I am risking my whole life right now.

Bruna Soares: 45:17

Yeah, always depends what the client goes off of, because sometimes sometimes I don't take personal sometimes the clients you just want to deal, they just want to do that Watch. They don't want a long-term relationship, they don't want a whole, and that's okay, that's nothing wrong with that. But that's not what I'm there for. I'm there for a cultivated, long-term relationship with good clients. So that's why I partially disagree with that.

Blake Rea: 45:40

Well, you hear it here first. We have like zero minutes left, Sorry guys. No, but is there anything that maybe we didn't talk about? Obviously, we promised your tips to getting that watch. You've gave some great insight already, but is there anything that maybe we didn't include in those tips?

Bruna Soares: 46:04

So what I would say?

Bruna Soares: 46:05

I'm going to give it like a suggestion for clients who are listening to this podcast, and also for sellers who works in the industry like I do. Sure, I'm going to give some tips. So for clients, don't be so defensive. Don't be so defensive. Watches are fun. Watches industry is the most fun industry I ever worked at because you guys are so knowledgeable, you guys are so passionate. And then when a client say I only want this watch, I only want that brand, you kind of block your mind for so many great opportunities out there.

Bruna Soares: 46:45

And I'm not here to talk about brands. I'm not talking about price point of value after market. Every single price point, every single value of watches might change in the future. I don't have a crystal ball. You don't have a crystal ball. You don't know how it's going to be in the future. So just that's what I always said Don't be defensive, open your mind. Don't take what you don't like it, but just be open to learn. It doesn't hurt. Also, sometimes only ones watches for investments purposes. I just want to watch that holds the value. You don't know if it's going to hold the value 10 years from now and if you're looking for investment, you should not be investing only watches.

Bruna Soares: 47:26

You should get putting your money in SP500 and just let it grow. It's much better than putting an accessory Right For sure 100%.

Bruna Soares: 47:34

That's a very genuine Of course. It feels good to know that you bought a watch and then used it two, three times more. It feels good, of course, but if your only goal is that, it's very frustrating. If your only goal is that, it's very annoying for who is helping you too. So that's my genuine tip For salespeople don't take personal.

Bruna Soares: 47:54

Don't take anything personal. When you want to buy something, you want what you want, and then don't take personal if the client don't like what is shown. But just do your best. So just present, try to learn a little more, Because the client's know more than you. Probably Most of the clients know more than us. Just listen to them, just check the information, make sure it's okay, but listen to them, learn from them and share. And when you realize you have a good clientele that trusts you because everything that you say is true and that's how you build trust and that's how you grow a healthy business, and the last thing you want is to sell to somebody who buys because you say something and everything that you say is not true, and then they regret, and then they say bad things about you, about your store, about the product, and never come back again.

Blake Rea: 48:45

So I got one more for you how can they find a Bruna without being a Bruna? How can they find a sales professional that is passionate, is dedicated, like you, with out actually meeting you? So obviously we're talking to a wide audience here, and there's people that live on the East Coast and people that live in Asia and people that you know. Obviously, it's not possible for them to all come see you, so how can they find you without meeting you?

Bruna Soares: 49:18

You know you can find me. I don't know if somebody liked me, but me myself I do have my Instagram.

Blake Rea: 49:27

We'll definitely link it for sure.

Bruna Soares: 49:29

Watch Bruna. So I post a little bit about watches, I post a little bit about my personal life. I just, you know, just for fun, you know, so that's you can see my face there, my dog.

Blake Rea: 49:41

She's there.

Bruna Soares: 49:42

Some watches that I post. Sometimes that can be a little more active online. I have not had time this past few months. Right you know I'm there, I'm the one running the account LinkedIn. Also, I have my account, bruna Soares, my first last name, and I can leave the link to you guys and yeah, so when you come to Las Vegas, you know, show them that Like what are some tips that you could give them to look for as a buyer.

Blake Rea: 50:10

That's a good question.

Bruna Soares: 50:12

That's a good question because, again, I, as I said, I'm not so loyal to so many people myself because it's not being pretentious I hope I don't sound bad saying that, but I will see a lot of salespeople doing a great job out there nowadays, unfortunately.

Bruna Soares: 50:28

There is a lot of people doing a great job. I have not met many, so I do have some, a lot of friends in the industry and I have a lot of friends in other industry. They are great, but typically what I look for and to deliver to my clients is genuine attention, like I try to listen what they say, even though it's nothing to do with the business. But I try to listen because if they say something is important to them and being proactive, you know if I'm doing every single step that I take, I'm thinking ahead somehow. So I feel like helps a lot the clients because they don't don't get like that bad feeling if something happens out of the control and if something goes out of the control, be extremely quick about it, you know. So being accessible is definitely a great key to to have a good, happy clientele portfolio.

Blake Rea: 51:20

Well, we pulled everything that we have out of you in this one. So thank you again so much for coming on.

Bruna Soares: 51:29

Thank you.

Blake Rea: 51:30

It's an honor to spend time with you. I love hanging out with you. I love coming to see you at the store.

Bruna Soares: 51:35

Thank you, even though the first few times I've been so busy, but that's okay. You bring clients.

Blake Rea: 51:40

Yeah, yeah, I mean we're. We communicate outside of the of the environment and want to thank you again for coming on and sharing your information and hopefully our listeners will will take some of this to their dealer or to you. You know we're going to link your Instagram and and and yeah, so hopefully this was helpful, guys Is there anything else? That we all should say before Justin.

Bruna Soares: 52:07

What's up, Justin? What do you think?

Justin Summers: 52:09

I'm good man, I'm good. I think we've touched on everything. I know she's ready to get out of here. She's like I got to go, yeah.

Blake Rea: 52:17

I promise you we wouldn't take you know her whole evening. But but all right, everybody, thank you so much for listening and we'll see you on the next one.

Bruna Soares: 52:27

Thank you, thank you so much, thank you. See you next time. Take care, guys.