Seven Marketing Strategies to Attract the Affluent Buyer
Seven Marketing Strategies to Attract the Affluent Buyer
So how can you market your services to the affluent consumer? Here are seven marketing strategies to help you attract this smart and savvy shopper.
1. Create a story around your product. Tap into the buyers imagination by drawing them into a story line. Can you create a sense of mystery around your product? Can you feature an interesting case study in your story? Is there a story behind the origins and culture of your product? You can even create a story around the purchase of your product. Some of the best copy writing has storytelling at the heart.
2. Merge with the affluent culture: For example, you could join a tennis club or a golf club to meet future prospects. Be like a chameleon and merge with their environment with ease. Be relaxed and genuine. After all, on the deepest levels we are all equal. Find complimentary businesses that can help you get referrals and vis-versa. Work together in these joint venture deals. For example, I produce custom rugs and a good joint venture deal would be with a hardwood floor installer. In this case I would offer a 5% referral fee for any sales that come from his referrals.
3.Communicate effectively: By observing how these consumers think you will have a better chance at converting them into customers. In client meetings, pay attention to your listening skills, don't interrupt when a client is speaking. Listen to their needs and offer a solution to each one of them. Show a genuine interest in the other person. Avoid quick judgments about people, because there is always a deeper story behind the social mask of everyone. Try to learn their story. Keep the channels of communication open and alive after the sale by sending a handwritten thank you card. Create a follow up strategy that keeps you in contact every month or two. Even if they are not a customer yet!
4.Create a 1-4 page newsletter: Send out the newsletter every month or two. Balance the content with 50% info about your business and 50% info about their lifestyle interests. Make it interesting. Create case studies and stories about your clients and how they use your product. Feature short articles and reviews about luxury products, travel destinations, and even luxury estate news. Create a new theme for each newsletter. Send these out to your clients and potential prospects.
5. Direct Marketing with a short list: identify an affluent neighborhood. Use a reverse directory that you can lease from your phone company or acquire a local Haines Directory used by real estate agents. Get their names and addresses and create a personalized mailer that gets opened. Consider sending a FedEx letter to your best prospects. Inside, attach a new crisp dollar bill to the letter. Compose a letter - "As you can see, I have attached a crisp new dollar bill to the top of this letter. Why have I done this? Actually there are two reasons...First,it's important, secondly it's eye-catching..." then make your offer. Do a search for the 'dollar bill' letter for more tips.
6. Develop a 'limited edition' product line that creates a sense of exclusivity. Create a certificate of authenticity to go with your product. Limit your design to 100 or 500 or 1000 copies. Sign and number each copy.
7. Energize Your Brand: be aware of how you brand yourself and your products. Create a professional logo that you can live with in the years ahead. Logo colors should be taken seriously. Research your market and study logo design then choose an appropriate color. Good quality logos can be purchased for several hundred dollars on the internet. Even if you're a small business, you can easily create the impression of a larger business with successful branding.
I hope these tips have been useful. Use these seven tips to help you focus on building up your client base and market successfully to the affluent consumer. Not only is this an active and intelligent market that has great potential for referrals, they are fiscally responsible and frequently have an inspiring story of their own to tell.
Seven Marketing Strategies to Attract the Affluent Buyer - To learn more about this author, visit Russell Webb's Website.
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The affluent community has grown over 20% since the early 1990s. In the U.S. alone, luxury is a $400 billion market. Recent studies estimate that it will grow at a rate of 15% a year and will become a $1 trillion market by 2010.
So how can you market your services to the affluent consumer? Here are seven marketing strategies to help you attract this smart and savvy shopper.
1. Create a story around your product. Tap into the buyers imagination by drawing them into a story line. Can you create a sense of mystery around your product? Can you feature an interesting case study in your story? Is there a story behind the origins and culture of your product? You can even create a story around the purchase of your product. Some of the best copy writing has storytelling at the heart.
2. Merge with the affluent culture: For example, you could join a tennis club or a golf club to meet future prospects. Be like a chameleon and merge with their environment with ease. Be relaxed and genuine. After all, on the deepest levels we are all equal. Find complimentary businesses that can help you get referrals and vis-versa. Work together in these joint venture deals. For example, I produce custom rugs and a good joint venture deal would be with a hardwood floor installer. In this case I would offer a 5% referral fee for any sales that come from his referrals.
3.Communicate effectively: By observing how these consumers think you will have a better chance at converting them into customers. In client meetings, pay attention to your listening skills, don't interrupt when a client is speaking. Listen to their needs and offer a solution to each one of them. Show a genuine interest in the other person. Avoid quick judgments about people, because there is always a deeper story behind the social mask of everyone. Try to learn their story. Keep the channels of communication open and alive after the sale by sending a handwritten thank you card. Create a follow up strategy that keeps you in contact every month or two. Even if they are not a customer yet!
4.Create a 1-4 page newsletter: Send out the newsletter every month or two. Balance the content with 50% info about your business and 50% info about their lifestyle interests. Make it interesting. Create case studies and stories about your clients and how they use your product. Feature short articles and reviews about luxury products, travel destinations, and even luxury estate news. Create a new theme for each newsletter. Send these out to your clients and potential prospects.
5. Direct Marketing with a short list: identify an affluent neighborhood. Use a reverse directory that you can lease from your phone company or acquire a local Haines Directory used by real estate agents. Get their names and addresses and create a personalized mailer that gets opened. Consider sending a FedEx letter to your best prospects. Inside, attach a new crisp dollar bill to the letter. Compose a letter - "As you can see, I have attached a crisp new dollar bill to the top of this letter. Why have I done this? Actually there are two reasons...First,it's important, secondly it's eye-catching..." then make your offer. Do a search for the 'dollar bill' letter for more tips.
6. Develop a 'limited edition' product line that creates a sense of exclusivity. Create a certificate of authenticity to go with your product. Limit your design to 100 or 500 or 1000 copies. Sign and number each copy.
7. Energize Your Brand: be aware of how you brand yourself and your products. Create a professional logo that you can live with in the years ahead. Logo colors should be taken seriously. Research your market and study logo design then choose an appropriate color. Good quality logos can be purchased for several hundred dollars on the internet. Even if you're a small business, you can easily create the impression of a larger business with successful branding.
I hope these tips have been useful. Use these seven tips to help you focus on building up your client base and market successfully to the affluent consumer. Not only is this an active and intelligent market that has great potential for referrals, they are fiscally responsible and frequently have an inspiring story of their own to tell.
Seven Marketing Strategies to Attract the Affluent Buyer - To learn more about this author, visit Russell Webb's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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