The Concierge Manual

By Katharine C. Giovanni

In this definitive and popular guide, now in its sixth edition, industry expert Katharine Giovanni covers the basics of starting a new concierge, lifestyle management, errand service, or personal assistant company, from creating a business plan to handling the day-to-day logistics. This valuable resource-ind

• Language: English
• Publisher: NewRoad Publishing (dba of Giowell Group LLC)
• Release date: Feb 23, 2023
• ISBN: 9781931109253

Katharine C. Giovanni

Katharine, a three-time award-winning best-selling author of twelve books, is a speaker/trainer, mentor, and intuitive advisor. She is recognized as the pioneer who founded the independent concierge industry, leading the first association for independent concierges for over two decades before retiring in March 2023.Throughout her career, Katharine has trained countless concierge and front-line staff, and her clients are among the industry's most successful. She has been featured in various prestigious media outlets, including ABC News Nightline, CBS News, Good Morning America, MTV, Time Magazine, Money Magazine, Forbes, The New York Times, and The Wall Street Journal.Katharine, a proud breast cancer survivor, was raised in New York City, holds a B.A. from Lake Forest College, and currently resides in North Carolina. To learn more about her or contact her, visit www.KatharineGiovanni.com or www.guidedtalk.com.

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SIXTH EDITION

THE

CONCIERGE

MANUAL

The Leading Resource for Building Your Successful Concierge and/or Lifestyle Management Company

KATHARINE C. GIOVANNI

NewRoad Publishing

Wake Forest, North Carolina

The Concierge Manual

Copyright 1999–2023 by Katharine C. Giovanni Published by:

NewRoad Publishing, A Giowell Group LLC Company

Telephone: [phone]

Email: [e-mail]

All rights reserved. No part of this book can be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system without written permission of the author, except for brief passages in connection with a review.

The author and NewRoad Publishing shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused, or alleged to have been caused, directly or indirectly, by the information contained in this book.

First Edition 1999

First Edition 2000 (updated and reprinted) Second Edition 2002

Third Edition 2006

Third Edition 2009 (updated and reprinted) Fourth Edition 2012

Fourth Edition 2014 (updated and reprinted) Fourth Edition 2017 (updated and reprinted) Fifth Edition 2019

Fifth Edition 2021 (updated and reprinted)

Sixth Edition 2023

An application to register this book for cataloging has been submitted to the Library of Congress.

ISBN: 978-1-931109-25-3

Printed in the United States of America

Editing by Sherry Roberts, The Roberts Group

Cover Design by Angie Alaya

DISCLAIMERS AND LEGAL NOTICES

Information Accuracy

The author and NewRoad Publishing make every effort to ensure that all information presented in this book is correct. However, we do not guarantee the accuracy of the information contained in this book, and reliance on information provided in this book is solely at your own risk. Every effort has been made to make this book as complete as possible; however, it may yet contain mistakes, both typographical and substantive. Therefore, this book should be used only as a general guide and not as the ultimate source of information on the concierge industry.

Disclaimer of Warranties

This book is provided solely on an as-is basis, and the use of the information contained herein is at your sole risk. Except to the extent required by any mandatory applicable law, this book and the information contained herein are not subject to any warranty or condition, express or implied, including, without limitation, any warranty of merchantability, satisfactory quality, fitness for a particular purpose or use, or non-infringement.

Neither the author nor NewRoad Publishing guarantees the accuracy or completeness of any information contained in this book. Neither the author nor NewRoad Publishing assumes any liability or responsibility for any errors or omissions in the information contained in the book.

Neither the author nor NewRoad Publishing makes any representations or warranties of any kind, express or implied, as to the book or the information contained herein or the results that may be obtained from the use of information contained in the book. The book and the information contained therein are not, and should not be considered to be, presenting you with any type of business opportunity offering or its equivalent. The book and the information contained therein are not intended to represent or warrant to you that you can operate a concierge business profitably, or that any estimates regarding costs, projected income, or any other financial projections included in the book will prove to be accurate in your area, or based upon your efforts. Any testimonials or examples presented in the book should be understood to be exceptional results and are not intended to represent or guarantee that you or anyone else will achieve the same or similar results. Each individual’s success depends on his or her background, dedication, desire, and motivation, all of which are beyond the author’s and NewRoad Publishing’s control.

Limitation of Liability

Neither the author nor NewRoad Publishing shall be liable for any damages of any kind arising from or in connection with the use of the book or the information contained therein, including, without limitation, mistakes, omissions, errors, or defects, even if the author or NewRoad Publishing is expressly advised of the possibility of such damages. This is a comprehensive limitation of liability that applies to all damages of any kind, including compensatory, direct, indirect, punitive, special, incidental or consequential damages (including but not limited to damages for lost profits or loss of revenue).

WHAT PEOPLE ARE SAYING ABOUT THIS BOOK

Just a short note to tell you how much I enjoyed reading your book The Concierge Manual. I am on vacation in Ellicottville, NY, and I started to read your book on Sunday evening. I completed your book, front to back in only two days. Katharine, your book is by far the only book that I have read cover to cover with the exception of the Bible. Your style of writing made me feel like you were in the room talking to me. I am now in the process of reading your book again so that I can implement your advice and techniques into my business plan.

—Scott Davis, Pennsylvania

The Concierge Manual is astounding! I’m pulling things from it that make it worth every penny, just in the website links that you give alone! The gentle wisdom and anecdotal experience that you convey in The Concierge Manual gives someone new to the business, like me, a wonderful feeling of receiving great parental guidance that is so rare these days—and which one could consider a lost art form in itself!

—Angela Lambert, California

I have received my copy of The Concierge Manual and started reading it at 9 p.m. By 11 p.m., I had read to chapter 10. It is exactly what I needed; I am so happy I ordered it. Your book is highlighted, dog-eared, sticky noted, and read twice now. I am still working on my business plan, but your book gave me direction. Thank you for writing such an awesome book!

—Cathie Carrigan, Nova Scotia

I received the manual the day after I ordered it, which was great because I was anxious to get it. Once I picked it up, I could not put it down until I finished. I was extremely pleased and excited about the contents of the manual. You thought of everything! Now, thanks to you, I have a more focused vision of what I want to do and how to go about getting there. It is the ONLY manual I have recommended for those thinking about starting a concierge service. Thank you for providing such an excellent and thorough source of information for those of us struggling to find material for this business.

—Ineavelle Middleton, North Carolina

Your book is detailed and easy to understand and serves as a model for other young business entrepreneurs. Outstanding and fantastic. Thank you.

—Dennia Awen, California

I read your book from cover to cover and thoroughly enjoyed it. You have done a magnificent job highlighting all the ins and outs of this business.

—Grace Howes, North Carolina

Really want to thank God for choosing you and Ron to be the forerunners in the concierge business. The information in your book was so helpful. I was able to focus and get a better insight on the business by following the guidelines that you set in place.

—Christopher Scott, Tennessee

I read your book and found it insightful, educational, and instructional. It played a tremendous role in laying down some of the groundwork and planning for our ‘soon to be launched’ endeavor. Thanks again!

—Bernard L. Lewis, New York

"I recently ordered your Concierge Manual and am learning so much. It is extremely informative and more useful than I could have hoped. Thank you for sharing your expertise with the rest of us. You are certainly a role model and mentor to this new growing field. Thank you!"

—Jennifer Stoops, Florida

I received my manual—and I am well pleased! It is full of vital information as well as some things I never considered or thought of. Thank you again for writing such a well-informed manual.

—Joyce Thomas, California

Purchasing your manual and contracts has been, by far, the best investment we have made in our business! Thank you so much for the invaluable information and all the support you have given us. It is nice to know there still is service after the sale.

—Steven Meyer, Ohio

A great investment in my business. I found the book to be straightforward and to the point. It is full of valuable information. Especially for newbies with lots of questions. No fluff in this one. Thank you.

—Vikki White, Tennessee

Thank you for your great book. Even though some parts of it have to be a little different on the way of thinking here in Denmark, it has saved me from a lot of guesswork.

—Jimmy Therkelsen, Denmark

I received my manual a couple of months ago, and it has been fantastic. My partner and I have a meeting with a property manager on Tuesday. We could not have done it without your book.

—Tia DeVoll, Texas

Thanks so much for the detailed book. Now, I am less scared and more excited! I enjoyed our conversation; your encouragement and personable approach is refreshing. Got to go—lots of work ahead of me!

—Rhonda Kositzky, Illinois

"I received your book the day after I ordered it, which was amazing in itself, but the content! You have saved me from so many trial-and-error missteps and given me so many good ideas. Thanks so much for sharing your knowledge and experiences with people like me who want to learn. I’ve read the manual twice!

—Patty Dickerson, Texas

"I just wanted to thank you for this wonderful book. I now have direction for

my business, and you made me feel like I really could do it! Thank you once again."

—Jennifer Karas, Canada

"I have just finished reading The Concierge Manual and enjoyed it. Thank you. I really enjoy your writing style—clear and concise! It was well worth the cost! Your book helped give us the inspiration to take this challenge, and for that, we are very grateful!"

—Jim Towers, Delaware

"I’d just like to say thank you for the great detail in your book The Concierge Manual. I received it a couple of months ago and read it within two days. Now with the fantastic help gained from your book, I am at the stage where I hope to be starting my own concierge within the next month. Thank you again!"

—Liz Dunn, Australia

I absolutely love this book for various reasons. I am in the process of opening my own concierge business, and this book helped answer any question I could have possibly had regarding the legalities of the business, my business plan, my target market, you name it, it has it. Very easy to read and comprehend. You can keep referring back to this book if you need help. Once you get this book, there’s no need to read anything else on the concierge business.

—Mocha, US

I love this book. Easy to read and it goes to the point. Very useful. It gave me all the tools to start my lifestyle management business! I totally recommend it. I also loved that the author is very positive and encourages you.

—Ana Christina, US

"An amazing book for those who love having all the information possible to complete a task. This book lays out the groundwork for anyone to become a concierge in simple and precise terms affording you the confidence to execute difficult endeavors with the ease of an expert.

—Lupe, US

OTHER BOOKS BY KATHARINE C. GIOVANNI

Business Books:

Master the Art of Training

Going Above and Beyond

The Concierge Manual, Editions 1-6

Inspirational Books:

The Forgiveness Matrix

The Little Bird on Your Shoulder

Rainbows and Banana Peels

God, Is That You?

101 Great Ways to Improve Your Life: Volume 3

(Contributing author)

Inspiring Hope

(Contributing author)

ACKNOWLEDGMENTS

So many people have assisted me in writing this book since its first edition twenty years ago that I can’t even begin to name them all. You all know who you are, and you have my eternal thanks. I would like to briefly shout out to a few incredible people:

My husband, Ron, for all the help, love, wisdom, and support he has given me in putting together this book, and all its previous versions!

My incredible friends Katie Nall, Ph.D. and Paula Dice for your friendship and for putting up with me!

This book could not have been written without you. You have my most sincere thanks.

Katharine

This book is dedicated to you.

YOU GOT THIS!

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TABLE OF CONTENTS

INTRODUCTION

CHAPTER 1: What Exactly Is A Concierge?

CHAPTER 2: Fifty-Two Ways To Use A Concierge

CHAPTER 3: Niche Markets

CHAPTER 4: The Hotel Concierge

CHAPTER 5: What Skills Do I Need?

CHAPTER 6: Business Basics

CHAPTER 7: Your Business Plan

CHAPTER 8: Getting Started

CHAPTER 9: Your Website

CHAPTER 10: Social Media Marketing

CHAPTER 11: How To Set Your Fees

CHAPTER 12: What Services Should I Offer?

CHAPTER 13: How to Get Your Clients into Top Restaurants

CHAPTER 14: How Do You Find Things For A Client?

CHAPTER 15: Event Planning

CHAPTER 16: Business Proposals

CHAPTER 17: Logistics—What To Do When The Call Comes In

CHAPTER 18: Service Vendors And Commissions

CHAPTER 19: Errand Service

CHAPTER 20: Staff

CHAPTER 21: The Handshake

CHAPTER 22: Marketing Your Business

CHAPTER 23: Customer Service Tips

CHAPTER 24: Can You Do Better?

CHAPTER 25: The Media And Press Releases

CHAPTER 26: Four Words That Will Change Your Business

CHAPTER 27: Does Kindness Impact Revenue?

CHAPTER 28: Why Forgiveness Is Critical To Your Business

CHAPTER 29: Nothing Ventured, Nothing Gained

CHAPTER 30: Half-Empty Or Half-Full?

CHAPTER 31: Eighteen Crazy Concierge Stories

CHAPTER 32: Giving Up Is Easy

CHAPTER 33: Helpful Information

APPENDIX: Samples

Client Application

Driver Trip Sheet

Service Request Form

Concierge Job Descriptions

Concierge Service Business Plan

ABOUT THE AUTHOR

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INTRODUCTION

Before I begin explaining how to start your own concierge company, I think it might be helpful if I told you how Ron and I got started in this business.

I have been a meeting and event planner and concierge for more than thirty years and have set up several successful businesses including The Giowell Group (formerly known as Triangle Concierge and later Triangle International) and NewRoad Publishing. After graduating with a BA from Lake Forest College in 1984, I began my career by working for the Society of Corporate Secretaries and Governance Professionals from 1986 until 1994. This association’s members include corporate secretaries, CEOs, and treasurers of the major Fortune 500 companies around the country.

While there, I was responsible for organizing and implementing corporate conferences, seminars, board/committee meetings, exhibits, and banquets across the United States and in Canada. The conferences I organized included banquets, tours, spouse programs, and educational programs as well as children’s programs. I chose the event site, developed program logistics, arranged ground transportation, selected speakers, and provided clients with written materials that included brochures and conference materials. I was also the official gopher for all those VIPs (today we call gophers concierge), and my job was to do whatever they needed done— whether it was meeting them at the airport, doing an errand, delivering lunch, or making sure their handouts were copied and collated. In fact, more often than not, I was the one adding a last-minute item to all those attendee workbooks. Isn’t this beginning to sound like concierge work?

Remember, in those days there was no such thing as a corporate concierge, so when someone needed work of this sort done, he or she called a meeting planner. Meeting planners are accustomed to wearing thirty hats while doing a balancing act on the high wire. No request is too outrageous for the planner because she or he becomes adept at finding the hard-to-find and doing the impossible. Catering to the needs of VIPs, speakers, meeting attendees, coworkers, and even family is what a meeting planner does. Today, that same individual can also be called a concierge.

Working for the society proved invaluable for establishing my own business. My experience gave me the foundation I needed in dealing with the officers of the corporate world. Never underestimate how important that understanding is. It can make or break a contract.

My husband and I started a company called Meeting Planning Plus in 1995. However, over the years, we began to realize that we were doing more concierge-type work than meeting planning. We also learned that the concierge services industry had the potential for taking off and was fast becoming the wave of the future. So after a few modifications, we changed our company name and targeted concierge services. Triangle Concierge was born in the fall of 1998.

As I began Triangle Concierge, it soon became apparent that there were no resource materials available on the market to help me get started. There were no books on the subject or consultants to approach. Frankly, I was unable to locate any helpful information. I was on my own. It took me approximately a year to teach myself and research how to start a concierge service (truly the ultimate of self-taught) before we were ready to open for business.

Almost immediately, the telephone started to ring. First, one call, then ten. People started calling and emailing from all over the world asking me to spare just a moment of my time to tell them how I had started my business. So I told them. I spent hours answering each question as best as I could. Until one day, my husband Ron overheard me mentoring a caller and asked, Why are you doing this for free?

Good question! Why indeed was I?

So, based on my expertise in meeting planning, concierge work, and the fact that I had started two successful companies, I decided to write a manual on how to start your own concierge business. Just because I had learned everything the hard way doesn’t mean that others had to, and, as I said, there was a huge information gap.

I spent the next few months writing the first edition of the Con- cierge Manual. Once the book began to sell, the phone calls increased dramatically in a matter of weeks. I received calls and emails from all over the world, from people wanting more services and information, asking more questions, and needing more help. As a result of all this, we realized that we had to make a decision regarding the focus of our company.

At the time, I was spending 90 percent of my time consulting and 10 percent trying to grow my local concierge business. So, after a long discussion, in 1999, we officially turned Triangle Concierge into Tri- angle International, a full-time concierge consulting business and let go of our local concierge business.

In 2000, several of my Canadian clients called and asked if