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According to Baldassare Castiglione in The Book of the Courtier, sprezzatura is one of a courtier’s essential virtues. Castiglione’s aim is to “practice in all things a certain nonchalance which conceals all artistry and makes whatever one says or does seem uncontrived and effortless. True art is what does not seem to be art.”
Do you understand this sentence? I must confess I don’t….!
More sincerely, the term sprezzatura also refers to a way of dressing that feigns nonchalance, in outfits that have actually been carefully chosen. Marcello Mastroianni, for example, embodies this nonchalant “class”. In short, a neglected form of chic, elegance without any acknowledgement of the work required, as if it were a natural quality.
From a business point of view, it’s that little bit of soul you might put into your rapport with a customer or partner.
For example:
– Special attention in the context of the relationship: receiving them exceptionally well, celebrating a project, sending original, heartfelt wishes to mark an anniversary or promotion… whilst at the same time remaining “compliant” 😉
– A commercial gesture to cement your bond with a customer in the context of services provided: a relevant upgrade, suitable discount, complementary service, warranty extension, etc…
– Anticipating their needs rather than simply reacting, providing a study or information with high added value, connection with a quality contact, being not just a salesperson but a genuine advisor, informing customers in a proactive way…
How have you succeeded in leveraging this sprezzatura to go beyond what’s simply necessary and really differentiate yourself or increase customer loyalty?
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