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.