It is every entrepreneur’s goal to have high end clients — these are clients that can really create a big difference in the profitability of any business. They do not care at all about the cost as long as they can be certain to get superior quality.
However, not all businesses know the essentials of how to attract high end clients; most only go with the simplistic idea that as long as they work on their products and services and are at par with others, these important clients will come.
This is not the case at all.
To get these really good clients, it is imperative for a business to completely understand the way these people think and operate.
Here are five crucial lessons on how to achieve this goal:
Let Price Reflect the Quality
Providing economical or budget-friendly solutions is great, but if a business wants to appear thoroughly competitive and professional, the price it charges should always reflect quality like no other.
Every marketing expert says this: “High end clients do not care much for cheap provisions — they do not trust them.”
If the business is using prime equipment or technology and has the best professionals or experts in the business, in the mind of the wealthy and powerful, there’s no reason for the products or services to be cheap.
Establish a Top Quality Brand
Mahatma Gandhi once said, “It is the quality of our work which will please God and not the quantity.”
It is the quality that will attract high end clients too.
It’s the small attention to details that they notice. Things like a well-designed site, quality photos, even the quality of the paper on your printed materials are all very important details.
You can also take a cue from one of the episodes of the ‘90s TV series “The Nanny.”
Broadway mogul, Mr. Sheffield, only wanted an engagement ring for Miss Fine from the most famous jewelry stores like Tiffany and Co., Cartier, or Harry Winston because they are trustworthy and are known to produce the best money can buy.
A business should always strive and prove to be the best that money can afford because that solid reputation will establish a top brand that’s reliable and worthy of respect.
Provide Special Perks for Premium Clients
Put a lot of thought into the bonuses and special privileges to that you can throw in for big accounts.
These perks are great manifestations of the business’s fine taste and effort to take care of big money clients.
The key is to add things of high perceived value, that act as a “sandwich” to your main offer.
Think of your main product as the “meat” of the sandwich. To complete your sandwich, you want to include bonuses that become the “bread” of your sandwich — one for below your meat, and another that goes above it.
The “bread on the bottom” is a bonus that addresses something that may be preventing your ideal client from using your service.
The “bread on the top” is a bonus that you create related to your main offer that your clients use after you deliver it, to enhance the results.
Offer Consistent and Superior Customer Service
Customer support or service is a clear reflection of quality operations; be classy, eloquent and consistently ready to help because high end clients are used to being put first — they do not like to wait.
A famous quote by Sam Walton reads, “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”
And since they have the resources to pay for any service provider, no matter how high the charges are, it’s a big advantage to provide them the support or services when they need and want them to get them to stay.
Develop Strong Lead Generation
Big ticket sales guru, Kevin Nations stated, “Nothing fuels high ticket sales like powerful, authority based lead flows.”
Authority based lead flows are from sources where you demonstrate your expertise in a certain area. This could be things like a weekly podcast, blog or even a book.
In my weekly podcast on authority marketing, we create content that specifically addresses the needs of our target prospect, which are “high end clients” that want to become the authority of their industry.
By giving them this content, you position yourself as an expert that understands their problems and can help them.
The other route is to develop a “trip wire”, a low cost product that can introduce a new customer to you and your business. The key is to keep the price low, so there is not a possibility of price objection.
This will build a strong relationship, and result in attaining premium clients.
Remember that high-end buyers are not looking for quick fixes, hacks or tricks. They want quality
They want you to move them, serve them, and show them they are unique and special.
Make sure that you are being yourself with your clients and allowing your authentic personality to shine.
The days of overly professional etiquette are out of style. People buy from real people, so show your brilliant self and give your client what they want most.