Written by: Nida Leardprasopsuk, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
If you are a world-class expert and consider yourself amongst the top 5% of your industry, this article is for you. You know you are exceptional at what you do, and you deliver results no one can. But perhaps you are like some of my clients. Before they start working with me, many of them struggle with attracting the right clients.
A lot of my clients ask me before they start working with me. Where do I find high-end clients? How do I craft my offer so that it attracts high ticket buyers? Well, before we sell to high-end clients; we need to understand the psychology of how they buy first. They buy very differently from the rest of the market. High-end clients need to know that you are truly the best solution there is out there. Wasting money is not their biggest fear but wasting time and being disappointed by less-than-perfect solutions is.
Here are five things you need to do in order to attract these high-end clients to your business and brand.
Branding
You need to be branded in a way that conveys your prestigious brand positioning. All brand assets and communication from the brand must represent the brand’s standard and pursue of excellence. You must have a unique point of view that demonstrates how your brand is different. High-end clients look for something that is disruptive and unique.
Differentiate
One of the most important reasons high end clients pay the highest price for a solution they want is because it is different and it is different in an important way for the client. You need to answer these questions:
Would it be hard for your clients to replace you if you stopped serving them?
Is your brand unique selling point different in a way that is important for your clients?
How is your solution special than others in the market?
Is there anyone that offers the same thing as you do? If yes, how can you offer something completely different but better?
Would it be easy for others to copy what you do? If yes, what can you invent that would be totally revolutionary for your industry?
Ultimate Offer
There’s a lot of work that goes into crafting the ultimate offer. It’s not about bundling a bunch of things and selling it. I wrote an article on the key elements of a Genius Offers™ here. A lot of deep dive research is required. The better you understand your clients, the easier it will be to build solutions to solve their problems efficiently. Premium offers need to be highly supportive in helping clients solve important problems. The solution you offer must create high impact and make their lives extremely better. You need to charge in the top ten percentage price point if not the highest in the market. This will guarantee you have a high profit margin, and that profit will allow you to hire the best team, invest in the best tools and resources to serve your clients at the highest level.
Innovate
You need to be able to answer:
How is your solution groundbreaking?
What would a dream solution look like for your client?
What is the best way to solve your clients’ problems if anything was possible?
What is a solution no one else has thought of?
To find out in more detail how I advise my clients to do this, check out this article I wrote on how to build creative and disruptive solutions.
Build a customer centric culture
So the saying goes cash is king. But I believe clients are kings. If you are able to attract high end clients to your brand because of the luxurious branding and amazing sales people, that still doesn’t mean success. The ultimate end game is when you deliver your services and expertise and wow your clients. As a result, they keep coming back again and again to buy from you and they refer all their friends to you. Isn’t that a business owner’s dream come true? While easy to say in theory, it isn’t as simple to walk the talk. Aiming for an ultra high customer satisfaction score and taking action to achieve it is what will make your business successful in the long term. This can be done through conducting interviews with current clients, collecting NPS (net promoter score), and consistently working to improve the quality of your services.
I hope this article was helpful for you to start auditing various elements of your expert-based business and make some important changes to start attracting the clients you truly want to be working with.
If you want to take your business to new heights and want to learn more about differentiation and how to build a valuable expert-based business, complete this quiz to find out your entrepreneurial edge and get your blueprint for success!
Follow Nida on Instagram, Facebook, Clubhouse, Linkedin, and visit her website for more info!
Nida Leardprasopsuk, Executive Contributor Brainz Magazine
Nida is a top-tier business consultant, mindset coach, and former Fortune 500 executive with more than two decades of experience in marketing, business, research, consumer behavior, and human psychology. Her consulting and coaching business centers around innovation and customer-centricity, a key factor in her own success. She helps forward-thinking and purpose-driven coaches, consultants, experts, thought leaders, and service providers reinvent, innovate, differentiate themselves from the rest of the competition, and become a category one by 1.) Discovering and utilizing their ultra-geniuses 2.) Creating groundbreaking solutions that solve clients’ problems in an innovative way 3.) Using a short and long-term innovative marketing strategy that magnifies their thought leadership over time and 4.) Help entrepreneurs innovate their businesses and build a culture of excellence.
She is the author of the One to Millions Entrepreneur and host of the One to Millions Entrepreneur Podcast show. She also has a master’s and bachelor’s degree in Business and Marketing and is currently completing her research for a Ph.D. in Social Psychology.
Nida offers 1:1 consulting and coaching services that help forward-thinking and purpose-driven entrepreneurs build a world-class legacy brand and hyper-grow their businesses through innovation and out-of-the-box thinking.
