Marketing To The Affluent & High Achievers

Marketing to high achievers and the affluent is easy when you understand their psychology. When I left working with Tony Robbins and decided to start my coaching and training business, I selected my ideal target market as "high achievers." I was comfortable in this circle of influential and high achievers.

I understood their buying decision-making process. I built a full practice of coaching clients working in this niche by understanding their psychology.

The problem I see many entrepreneurs and solo-preneurs make when first starting their business is that they decide (often unconsciously) to work the bottom levels of their industry rather than working at the TOP end of the industry. They create products for the bottom 10% of the market, not the top 10% of their market.

If you want to dramatically increase your total revenues this year, then consider increasing the average financial worth of your customers. Fact: Did you know that the wealthiest 1% of US families constitute over 11% of the total income?

Fact: Did you know that the number of affluent households has grown ten times faster than the total number of households in our country?

Consider this: What is each customer worth annually to you? If you are selling low end products and services to the bottom half of your industry, you will be struggling to get your name out there in a big way and competing with all the others in your industry who do the same.

Achievers' highest value is to feel unique. Achievers' highest value is the need to "feel unique, a breed apart." When your product or service can appeal to the "unique factor" high achievers will begin to take notice of you.

Think about your services for a moment. How can your product or service meet their highest value?

The Rewards are much better at the top of the industry!

When I was seven years old, my Dad decided to leave our "comfy lifestyle" on a very large ranch in Colorado to head back for his PhD. He moved our family to an "average" neighborhood in Dallas near the university while he attended school. One of my girlfriends lived in the exclusive Highland Park area of Dallas.

I asked my Mom if I could trick or trick in her neighborhood instead of ours, because it would be more fun. The truth was the goodies were much better! Sometimes we even came home with home-made fancy cupcakes individually wrapped in cellophane and tied with pretty ribbons.

Once a very nice housekeeper answered the door and gave each of us a $5 bill. We felt very rich that evening. The rewards are always better at the TOP of the industry.

Why do so many experts target the bottom half of their industry rather than targeting the top 10 % of the industry where the high achievers reside? So many times I hear my coaching clients deciding to create products based on what they think the customer can afford or is willing to pay. They are building their business with the thought in mind, "Can they afford this?"

Statistic: Did you know that only 11% of all objections are in the customer's mind? So where does that leave the other 89% of the objections? Yes, in the sales person's mind!

Even if the objections are only in your mind, it is still an uphill battle to make the sale.

Do you doubt the value of your expertise? Have you positioned your expertise at the top of your field? Have you gotten your name and reputation out there in a big way?

If the Affluent person's objection is not money, then what is it? High achievers value working with people who have similar values to them. They want to know they are getting value for their money.

Often, they will evaluate the person selling as much as they will evaluate the product. Price is not their main objection. Getting value for that price and getting service which makes them feel unique is what they are looking for.

What are you willing and capable of doing to stand out in the affluent person's mind? Are you doing business just like everyone else? Or do you have something that you showcase that is unique and head's above your competition?

Treating them unique is key. Show them YOU are unique. Show them your service is highly unique.

Find out their most important values and challenges in their business and then match that to your expertise.

For fifteen years, I lived in gorgeous Malibu, California overlooking the ocean. During my last two years living there before moving to Denver, I wrote and published an article each month for a upscale Malibu magazine.

People in the area would see my picture each month and read my coaching article. Often a complete stranger would stop me on the street to tell me how much they appreciated the article each month. I targeted each topic to the common challenges faced by affluent Malibu residents. CEO's, movie producers, actors, bored housewives called me to say the article was just what they needed to hear that month.

For years, that monthly article filled my coaching practice. And the best part, when people did call me, I knew they were already my ideal client.

Take a Risk! It's worth it to take a risk and begin targeting a more affluent ideal client list. It is one of the fastest ways to increase your income with much less frustration.

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