Marketing to the Rich and Famous
By Stu Leventhal – Guru Marketing Tips
It takes tact and courage to approach an affluent crowd of strangers and then pitch your products and services. The wealthy folks intimidate most average people. Even charismatic sales pros can be put off their game when entering the world of the snooty, aristocracy scene of the over privileged.
Sales people know that they can up their returns, grow commissions, expand profits and raise their status by finding clients and customers who have more money to spend. Adding even just one client, with a great, unimpeachable standing in the communities that you serve can lead to plenty of additional spinoff business. But, breaching the walls of mystery that usually surround the wealthy community when you are not one of the in-people, can be tough, often damn near impossible!
The benefits to one’s reputation, and brand image when landing a prestigious client can be enormous. People respect someone who they have heard is consulting to or servicing a rich and powerful personality. Word gets around fast that you are a celebrity’s or a community leader’s go-to-person and other wealthy and prominent individuals will seek you out. The general public also wishes to do more business with you since; if he or she is good enough for so and so, then they are good enough for me; is the usually thinking.
People love to say, I use the same Broker, Lawyer, Accountant, Realtor, Plastic Surgeon… as a famous, powerful or prestigious person. This is why businesses all court endorsements from rich, famous and successful people. A good word from the right person can bring in loads of additional business and open unlimited doors and windows to opportunities.
We have all heard the stories of big business dealings going down on the golf course and being cemented in the club house. Rich people like to hang where they are pampered; Yacht clubs, high end spas, country clubs, upscale drinking establishments, exclusive boutiques and fancy restaurants. Business relationships are formed over power lunches. Business alliances are sealed over cocktails.
If you want to do business with the wealthy clientele you must go where they go; the prestigious theater performances, opera, ballet, art galleries…
Before you can do business with the wealthy you have to first meet rich folks! If you are not rolling in money yourself or you do not know someone who is already in with the wealthy sector, a society darling or socialite, it will be extremely difficult for you to infiltrate their groups. To do business with the wealthy you are going to need a serious game plan.
The very rich are usually more educated, sophisticated, worldly and yes classy because they have grown up around other wealthy people their whole lives and attended the best finishing schools, top prep schools and were taught at the best universities money can afford. They are used to eating fancy cuisine, drinking expensive wines and cordials. They wear expensive custom made clothes and the best jewelry and get facelifts and tummy tucks, take steams and are used to being entertained by the very best performers. They live large and spend lavishly.
Can you get yourself invited to high class functions like charity and political events? Are you nervous about talking with the elite, social upper-crust? Are you afraid you are going to stand out like a sore thumb, the country bumpkin standing amidst nobles and dignitaries. Are you worried the upper gentry will not want to associate with a person of your type; riffraff, of meager upbringing and station, a commoner?
The first thing to overcome if you wish to make yourself of service to the rich and privileged in an entrepreneurial way, is getting past feeling that you are not worthy of being in their presence or of their time, company or friendship. You need to build up your confidence. The affluent will see right through you if you feel you are misrepresenting yourself when you go over to engage in speaking with someone who is of an obvious, much higher station in life than you.
Remember people are just people. Those born with a pedigree or as the saying goes, with a silver spoon in their hand, will not bite your head off for approaching them. The thing is that just like customers and clients of all types, the rich too need to be cajoled, wooed, softened up, flattered before they are pitched to or sold to. The wealthy will be put on edge if you revere them too much or try to handle them with kid gloves.
You cannot view a rich person as a meal ticket or a mark. Assume that they have seen every con already. Present yourself honestly!
You cannot expect to sell to a person who you treat as if they are from a distant planet, like Mars even if your reaction towards them is out of respect and admiration. You must get comfortable being around the wealthy and successful to be able to talk to and later sell to them. The only way to do this is through experiences. You have to go out of your way to find out where they are and then go mingle. The more time you spend in their environments the more relaxed and at home you will become around opulence, luxury settings and people of means.
You need to learn how to conduct yourself properly in classy surroundings so you do not draw unfavorable attention to yourself or do something embarrassing.
You have to earn the respect and trust of members of high society before you can bring up anything that will cost them money. Build a relationship first then discuss business. Know that unless you have an unusually unique service that cannot be duplicated by anyone or any company then the local rich community will already have someone in your field that they all have been using for years. Affluent families have a family lawyer, a family accountant, a family bank they all use. You’ll have to offer them something very special to woo them away.
The point is that selling to and especially consulting and advising for, people who have lots of money to burn will require a totally different mindset and methods from those used to impress and win over the average Joe. Prosperous folks expect preferential treatment. They buy the best brands and demand top notch service. Ask yourself if you are you making sure you are truly worthy of their business.
Bear in mind that everyone wants to land the big fish. You should expect to do battle with a lot of the best competition in your industry…experts!
If you want to service those at the top of the food chain and you are the new kid on the block you should be prepared to offer your services cheap, even free for the chance to break into this illusive, yet very lucrative and highly sought after market. Ask for a chance to prove your value and then make the best of that chance. Over deliver by leaps and bounds.
Target businesses, accounts and clients that lead you to more business, higher industry prestige and more potential networking relationships.
The best way to gain access to high end clients is by partnering up with a company or individual that is already providing something to the wealthy sector and you offer a spin off product or a tacked on service to enhance what your partner company is supplying. Your product or service must make your partner look better and become stronger in their niche market so they see the value in sharing their clients with you.
*Be aware that the rich are business savvy. Your wealthy business prospects will look you up online to find out what other are saying about you and your services. If you have anything bad being posted about you, clean that up by using proper reputation management methods before you go after prestigious clients.
By Stu Leventhal – Guru Marketing Tips
It takes tact and courage to approach an affluent crowd of strangers and then pitch your products and services. The wealthy folks intimidate most average people. Even charismatic sales pros can be put off their game when entering the world of the snooty, aristocracy scene of the over privileged.
Sales people know that they can up their returns, grow commissions, expand profits and raise their status by finding clients and customers who have more money to spend. Adding even just one client, with a great, unimpeachable standing in the communities that you serve can lead to plenty of additional spinoff business. But, breaching the walls of mystery that usually surround the wealthy community when you are not one of the in-people, can be tough, often damn near impossible!
The benefits to one’s reputation, and brand image when landing a prestigious client can be enormous. People respect someone who they have heard is consulting to or servicing a rich and powerful personality. Word gets around fast that you are a celebrity’s or a community leader’s go-to-person and other wealthy and prominent individuals will seek you out. The general public also wishes to do more business with you since; if he or she is good enough for so and so, then they are good enough for me; is the usually thinking.
People love to say, I use the same Broker, Lawyer, Accountant, Realtor, Plastic Surgeon… as a famous, powerful or prestigious person. This is why businesses all court endorsements from rich, famous and successful people. A good word from the right person can bring in loads of additional business and open unlimited doors and windows to opportunities.
We have all heard the stories of big business dealings going down on the golf course and being cemented in the club house. Rich people like to hang where they are pampered; Yacht clubs, high end spas, country clubs, upscale drinking establishments, exclusive boutiques and fancy restaurants. Business relationships are formed over power lunches. Business alliances are sealed over cocktails.
If you want to do business with the wealthy clientele you must go where they go; the prestigious theater performances, opera, ballet, art galleries…
Before you can do business with the wealthy you have to first meet rich folks! If you are not rolling in money yourself or you do not know someone who is already in with the wealthy sector, a society darling or socialite, it will be extremely difficult for you to infiltrate their groups. To do business with the wealthy you are going to need a serious game plan.
The very rich are usually more educated, sophisticated, worldly and yes classy because they have grown up around other wealthy people their whole lives and attended the best finishing schools, top prep schools and were taught at the best universities money can afford. They are used to eating fancy cuisine, drinking expensive wines and cordials. They wear expensive custom made clothes and the best jewelry and get facelifts and tummy tucks, take steams and are used to being entertained by the very best performers. They live large and spend lavishly.
Can you get yourself invited to high class functions like charity and political events? Are you nervous about talking with the elite, social upper-crust? Are you afraid you are going to stand out like a sore thumb, the country bumpkin standing amidst nobles and dignitaries. Are you worried the upper gentry will not want to associate with a person of your type; riffraff, of meager upbringing and station, a commoner?
The first thing to overcome if you wish to make yourself of service to the rich and privileged in an entrepreneurial way, is getting past feeling that you are not worthy of being in their presence or of their time, company or friendship. You need to build up your confidence. The affluent will see right through you if you feel you are misrepresenting yourself when you go over to engage in speaking with someone who is of an obvious, much higher station in life than you.
Remember people are just people. Those born with a pedigree or as the saying goes, with a silver spoon in their hand, will not bite your head off for approaching them. The thing is that just like customers and clients of all types, the rich too need to be cajoled, wooed, softened up, flattered before they are pitched to or sold to. The wealthy will be put on edge if you revere them too much or try to handle them with kid gloves.
You cannot view a rich person as a meal ticket or a mark. Assume that they have seen every con already. Present yourself honestly!
You cannot expect to sell to a person who you treat as if they are from a distant planet, like Mars even if your reaction towards them is out of respect and admiration. You must get comfortable being around the wealthy and successful to be able to talk to and later sell to them. The only way to do this is through experiences. You have to go out of your way to find out where they are and then go mingle. The more time you spend in their environments the more relaxed and at home you will become around opulence, luxury settings and people of means.
You need to learn how to conduct yourself properly in classy surroundings so you do not draw unfavorable attention to yourself or do something embarrassing.
You have to earn the respect and trust of members of high society before you can bring up anything that will cost them money. Build a relationship first then discuss business. Know that unless you have an unusually unique service that cannot be duplicated by anyone or any company then the local rich community will already have someone in your field that they all have been using for years. Affluent families have a family lawyer, a family accountant, a family bank they all use. You’ll have to offer them something very special to woo them away.
The point is that selling to and especially consulting and advising for, people who have lots of money to burn will require a totally different mindset and methods from those used to impress and win over the average Joe. Prosperous folks expect preferential treatment. They buy the best brands and demand top notch service. Ask yourself if you are you making sure you are truly worthy of their business.
Bear in mind that everyone wants to land the big fish. You should expect to do battle with a lot of the best competition in your industry…experts!
If you want to service those at the top of the food chain and you are the new kid on the block you should be prepared to offer your services cheap, even free for the chance to break into this illusive, yet very lucrative and highly sought after market. Ask for a chance to prove your value and then make the best of that chance. Over deliver by leaps and bounds.
Target businesses, accounts and clients that lead you to more business, higher industry prestige and more potential networking relationships.
The best way to gain access to high end clients is by partnering up with a company or individual that is already providing something to the wealthy sector and you offer a spin off product or a tacked on service to enhance what your partner company is supplying. Your product or service must make your partner look better and become stronger in their niche market so they see the value in sharing their clients with you.
*Be aware that the rich are business savvy. Your wealthy business prospects will look you up online to find out what other are saying about you and your services. If you have anything bad being posted about you, clean that up by using proper reputation management methods before you go after prestigious clients.
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