20 Ways to Market to High-End Clients: The Royals
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I met many professional organizers at the 2014 NAPO Conference, including someone who told me she only worked with “high end” clients. I was intrigued, but didn’t get the opportunity to ask her how she found and attracted such clients. Clearly it would be a smart business move, so I was pleased when Frank Stovall offered to write an article about this for Your Organizing Business.
Reaching out to a high-end market provides an opportunity to multiply profitability and build the popularity of your brand name.
However, it cannot happen using the same marketing strategies you use on regular clients. You will need to get to the level of your target high-end customers and prove the worth of your product.
Attracting this market segment requires creativity, initiative, and resilience. Most of all, you need a smart strategy.
How Do You Target a High-End Customer? Or Even Royalty?
Here are two ways you can target high-end customers.
1) Providing a Premium Package
Creating a premium package involves focusing on people who are willing to pay more to get more. Make all the packages visible to the customer, and they can easily make comparisons.
2) Luxury Product
Build a product around priceless features such as quality, country of origin, and exclusivity. You can also associate the product with affluent people.
What are the Best Strategies to Market to High-End Customers?
1. Create an Attractive Premium Package
High-end customers are more concerned about the special treatment and extra benefits a product or service gives them and less about the price. Think of something that would draw them in and provide them with added value.
2. Build Unshakeable Trust and Credibility
You will only attract high-end customers if you portray yourself as an authority in the industry. They need the assurance that trusting you is worth it. Create helpful articles and post them on websites where high-end clients frequent. Share success stories on your website.
3. Choose Your Channels Carefully
You will not find luxury customers in the same places you find other customers. Study their patterns. Find out where they spend their leisure time and what they read.
4. Provide Excellent Customer Service
Royals are the crème de la crème of their industry. Make your business worth their time by portraying consistency, effectiveness, and timeliness in your product and service delivery.
5. Communicate Your High-end Offers
Customize your advertisements to relate to the lifestyles of high-end clients. A private jet service advert, for instance, should focus on amenities these individuals would value, such as new planes and top-notch catering.
6. Have a Strong Response System
Any luxury clients you attract will leave if you do not respond to their complaints or requests promptly. Train your front-end employees to communicate professionally, even on social media channels.
7. Get into the Customer’s Mind
Create a profile of your target customer. Include details such as the size of family, level of income, sex, and age. Based on this information, what would trigger a purchase?
8. Have the Right Partners
The right connections can link you with high-end customers. Find partners whose clients are your target group. For instance, sign up for a private jet club membership and meet luxury clients willing to pay the price for high-value.
9. Provide a Sample Package
Give your target market a sneak peek into the great product or service you are offering. You can provide a free sample. Let them have a look and feel of what you are offering.
10. Make Use of Bing
Do not underestimate Bing as a search engine. A report indicated that 22% of household incomes of searchers in Bing are in the top 25%. It makes it a great choice when targeting luxury clients.
11. Forget About Price Competition
High-end customers associate high price with high value. A high rate advertises the product as capable of providing the benefits the client seeks.
12. Focus on Exclusivity and Uniqueness
The high-end customer does not want a product that every Tom, Dick, and Harry has. They crave exclusivity. Forget mass-production. Create limited editions of your products in the highest quality. Your consumers will not want to miss out on making a purchase.
13. Use Influencer Marketing
Using influencers in your marketing strategy builds your brand’s image. Find someone who has successfully promoted other luxury brands.
14. Build a Relationship with the Clients
Your luxury clients will consist of a small community. Create an e-mail list where you can provide prompt updates, valuable advice, and priceless gifts. It builds brand loyalty.
15. Build a Timeless Brand
The high-end client has no time to keep up with fads. Create a timeless brand. Think of Giorgio Armani. The Italian luxury fashion house has stuck to slim clothes designs and built its brand around it.
16. Invest in Brand Awareness
Do not just focus on advertising to high-end customers, target everyone. The value of a brand increases if people can recognize it instantly, but not everyone should be able to afford it.
17. Give Your Product a Distinctive Quality
Advertise your brand with a focus on a unique quality. Ferrari’s are known to be fast cars, Louis Vuitton bags are known for their practicality. High-end customers do not mind their extravagant prices.
18. Have the Right Mindset
You will need a positive mindset to build a luxury brand. If you are confident in your brand and what you have to offer, your target customer will believe in it too.
19. Do Not Fear Alienating the Consumers
Just as high-end clients seek the right business, be selective about who you let into the luxury program. They should show interest to be in for the long-term and capability of meeting the high prices.
20. Use a Personal Approach
This target market wants to feel appreciated. Reward them for doing business with you using small gifts that match their buying patterns.
With the right strategy, attracting high-end customers is not difficult. Use the proper channels for advertising your premium package or luxury product.
Focus on providing a unique experience to the customer while delivering high levels of satisfaction. Build your brand around timelessness, uniqueness, and high value.
Photo by Alex Holyoake on Unsplash
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I love all these added tips..I try to market as a luxury service. Going to try some of your suggestions!
That’s fantastic – I’m glad the article is relevant to you and I hope the suggestions lead to lots of new business for you!
How lovely to read an aspirational post right now, something that has nothing to do with hunkering down. I’m not sure how we identify channels where the “fancy rich folk” hang out — do we market at country clubs? Luxury spas? 🙂 Are their social platforms for the wealthy that don’t bar everyone else? But I like thinking about where the opportunities may lie.
Ooh, great questions! Maybe you need to find out where the author hangs out online! 😉
I had the same question, where do I find wealthy customer?
This is great to know for the months to come. I wonder how organizers are dealing with their businesses currently.
That’s a pretty valid question, Deanna. I know quite a few who already offered virtual organizing services, and others who have started. Your question has inspired me to cover that topic in the very new future!
These are all terrific points about working with high-end clients. I work in this segment, and I think the most important thing is to remember that you are there to serve them. My philosophy is “Who is easier to work with than Seana?” I work around them and for their benefit, developing that relationship Frank talked about. My goal is to be as flexible and accommodating as possible.
Ooh, I like your philosophy! We should all be asking ourselves who is more [whatever attribute we want to be known for} than we are?
Love your philosophy, do you broadcast that? Like to your clients?
No, I don’t broadcast this as a marketing tool, it is just how I operate. I try and be as flexible and agreeable as possible. I want the process of hiring me to feel completely positive, and for clients to look forward to our times together. Similarly, I never want them to feel that needing to cancel because of developments beyond their control will cost them. I’m here to help
With any client rather they paid me $100 or $100.000.00 i give the same level of serve. I demand respect and professionalism no matter the income level. I love helping people, its a calling for me. Its about a life of serve to me and to be able get paid doing is great.
It’s not about providing better service to people with bigger budgets – it’s about profitability.
I love all of these marketing ideas. Even if the luxury client isn’t the market you are aiming for, many of these strategies are still applicable. The importance of building relationships, providing outstanding customer service, being trustworthy, and understanding your clients’ minds are essentials no matter what. An interesting fact to learn that a high percentage of high earners use Bing as their search engine. I wonder why?
I found that interesting as well, so I Googled it and found an answer in Who uses Bing? .
Thank you for sharing the link.
Very informative post. I did some research for affluent customers in the real estate industry and how to get them. These tips are on point with what my research showed. It’s important to be on the right social media platform. Some platforms do not work as well as others. I find that doing A/B testing on different platforms with different audiences’ demographics helps define the audience. Thanks for sharing.
Good insight – thank you!
I agree that high-end clients like to think they are receiving something unique. Since they and their friends can have anything they want, they are looking for something different, that no one else has. A professional organizer is just that. These are my clients that aren’t embarassed to tell their friends they are working with me.
Great points, Janet. It seems that people are either embarrassed, because they think it’s a personal flaw to need the help, or they’re proud, because it shows people they can afford to pay for it. It rarely seems to be neutral.
I love this. It’s fresh and useful information. Several of the suggestions hit home. I think it’s so important to provide value and trust. Whether it’s seeking high-end clients, clients who seek long-term help or both.
Absolutely! Because if people don’t value what you do and/or can’t trust you, you won’t be in business very long!
I think many of these strategies can be used with any client. But I was most surprised by the suggestion to use Bing. I haven’t thought about that search engine for a long time. Thanks for the nudge to take a second look at it. ?
I know exactly what you mean.
Very interesting and helpful.
I love the information regarding Bing.
this is so interesting. I hope to increase on my sales with these tips, cheers