Expanding your client base beyond your current demographic is exciting, especially when you’ve been in business for a while. You’re ready, and you know your product is ready — but are your clients? It can be difficult to understand how to reach beyond your current client base without alienating your established clients, while still appearing as an attractive option to potential clients.
Healthy client relationships are the backbone of any successful business, but building and establishing the relationships that help you attract and retain high-end clients can be complicated. If you’re too accommodating, clients might be tempted to take you and your services for granted. If you’re aloof, you’ll have difficulty achieving a client base.
How do you strike a balance between friendly and professional so you can secure the high-end clients that your business needs and deserves?
Start by looking at a few universal traits of successful businesses.
1. Create a Positive Mindset
It’s easy to get bogged down in marketing strategy and genuine fear that you won’t be able to attract customers to your business. This mindset can be fatal to your growth.
Remember, your entire business began in your head with an idea that was unique to you. Every improvement or advancement also came from your hard work, thought and diligence to providing the best possible product. Staying confident in your ideas, your products and your capability to continuously provide better and improved service to your client base is vital to the success of your business.
If you allow yourself to become sidetracked by doubt and insecurity, you won’t be able to lead a business. Your hesitation will be evident not only in your operations and products but also to your clients. It’s extremely difficult to build a steady client base if your customers lose faith in your ability, so make developing and keeping a positive mindset your first priority. You can’t inspire confidence if you don’t have it yourself.
Learn to ignore the voice of doubt that holds you back from retaining higher-end markets and avoid the calculated risks that are necessary for expanding your business. To truly succeed, you have to break your own mental barriers to success.
Remember, your bottom line is to sell your product or service. You won’t be able to convince anyone to give you their time or their money if you can’t be clear, certain of your abilities and pointed about the value you provide. If you allow doubt in your mind, you’ll show doubt in your presentations.
Develop a strong idea of your capabilities and remind yourself of the successes that you’ve already experienced.
2. Build a Customer Profile
To attract the clients that you want, you have to understand their needs so you can build a marketing strategy that targets their interests. You have to understand who they are, what they look for in a company and what products or services interest them.
You only need a few key statistics to build this marketing strategy. Creating a demographic profile that includes sex, age, education level, income range and family size is a perfect place to start. Follow this with an analysis of their purchasing trends, values, opinions and emotional responses to advertising and purchases.
Once you understand your audience and their purchasing habits, take an in-depth look at the marketing they’ve responded to. Try to find what triggered interest in a product and review each detail of previously successful marketing campaigns.
It’s tempting to skip this step, especially when you realize the amount of detailed data you need. However, taking the time to fully understand your target audience will create a road map for your marketing strategy and save your business money in the end by lessening the chances of investing in ineffective marketing. If you do it well, you’ll have a much higher success rate at achieving a client base from your target audience.
3. Define a Marketing Strategy
It might seem a little silly to focus your marketing strategy on emotion rather than features, but remember, most purchasing decisions are made from an emotional response. This is the reason why some brands become iconic, while brands with similar products struggle.
To achieve an emotional response, your product or service must be presented to your clients in such a way that it appears to solve a problem, fulfill a need or meet a desire. Your marketing strategy must focus on the benefits of your product more than the features of your product. Of course, no one is going to purchase a product that doesn’t offer the features they want, but first, you have to capture your audience’s attention so they will see the features in your product.
From a customer’s point of view, each potential purchase is run through the filter of ‘What’s in it for me?” With that in mind, build your marketing strategy around the answer to that question. If you fail to convince your audience of the benefit of your service, you’re not going to close the sale.
Your marketing strategy should include everything from brand identity to featured products and calls to action that encourage your potential clients to take the plunge and contact you.
Once a client reaches out, be ready with a customer service team that is prepared to answer all their questions, further expand on the benefits of your product and close the sale. When prospects contact you, they’re telling you that they are interested. You’re already halfway through the sales process. Train your intake team on positive listening and proper customer service techniques to help turn customer contacts into achieved sales.
4. Establish Credibility
The positive mindset that was discussed earlier is key to success in this tip. If you’re telling your audience you can solve their problem, you also have to convince them that you’re capable and trustworthy. Your clients will be giving their time, money and the hope that you’re offering a solution, so it’s vital that you establish a credible persona with them. Develop a relationship with your clients that proves to them that you are trustworthy, dependable and able to meet their needs.
To do this, remove the ‘sales’ mentality and meet your clients on their level. One way in which to reach your audience on a personal level is through content creation. By creating articles that detail how a product or service serves as a solution, and sharing these articles across all your social media, company blogs and other online venues, you can establish digital awareness of your brand.
When you take the time to engage in conversation, discussion and problem-solving with your readers, you’ll create a social perception of who you are and what your business stands for. You can offer your service in other ways to help reach a broader audience: a guest blog for other websites, product reviews and helping your audience find answers to their questions.
The greater your online reach and the more saturated your appearance becomes in a particular niche, the more likely it is that people will turn to you as a knowledgeable person for the subject. Building trust with your audience can take work and time, but the rewards will be visible in client retention.
Establishing credibility is more about forming a brand identity than closing sales. You want your clients to think of you and your product when their friends and acquaintances are searching for a product similar to what you offer. By sharing your knowledge and expertise, you’re building their trust in your capabilities.
5. Become Results-Oriented
You know your product or service is exactly what your potential clients need. But to your client, you’re just another business trying to make a sale. To convince your high-end clients to invest their money, you have to also make them as certain of your products as you are. How do you do this? Take a results-driven approach in your sales and marketing.
You wouldn’t invest your money in an unproven service or product, so don’t ask your potential clients to. Refine your sales approach to provide a snapshot of success you’ve achieved with your product. Be prepared to show your potential clients how your product has solved problems. Clearly tell them ‘What’s in it for them.” When you can demonstrate with results how your product is the best, you’ll achieve your client goals.
Your marketing strategy should capture attention and garner interest in your products. Then, sales are achieved through clear demonstration that your business can and does deliver on its promises.
6. Select Your Channels
It can be difficult to decide where to concentrate your marketing efforts, but if you made a client profile, you can make an educated decision on which channels to pursue with your marketing efforts.
By reviewing purchases, you’ll gain insight into leisure activities, vacation spots and what online avenues your target audience visits. This is invaluable, as it will allow you to place your marketing dollars in the areas where they will receive the highest level of exposure.
Once you’ve identified your target audience’s favorite platforms, test the channels with a few low-budget advertising campaigns to compile data on audience response.
Then, analyze the data to see if your marketing strategy is reaching the audience you want. If you aren’t, search for reasons why. If clients are browsing but not purchasing, review your sales push. If you have clients purchasing once but not repeating, analyze your customer service and production departments to ensure your product is quality.
Lastly, concentrate your marketing efforts on where you’re getting the most positive response. If you’re paying for advertising with no return, look at other avenues that might have a higher response rate. Invest your marketing dollars wisely in order to reach your intended audience.
7. Develop a Strong Response System
High-end clients expect a high level of response and customer service. After all, they’re willing and able to spend a larger sum of money for their purchases and expect a greater value for the higher fee. You need to be prepared to go above and beyond to establish this level of customer service. Remember that if you’re just beginning to market to a new audience, they don’t know you. You’ll have to make up for this and take the time to establish a presence as a responsive, invested and involved business that cares about your clients.
If you do it well, you will see the benefit of referral clients. If you do it poorly and leave your customers dissatisfied or unhappy, you’ll not only lose their business, but the opportunity to attract more clients, too.
How do you do this?
- Train your staff to manage potential issues.
- Be responsive to customer communication across social media channels and direct contacts.
- Build a dedicated department tasked with identifying leads and reach out to those individuals with offers.
- Establish an automated response tool and embed it in your social media to maintain constant contact with your clients.
- Respond directly and quickly to establish a trustworthy image.
Don’t be pushy in your sales tactics or rushed in your communications. Your focus should be on presenting a capable, friendly and communicative image with the purchasing public.
8. Rate Increase
You may worry about pricing your products too high; when you’re attempting to attract high-end clients, the concern should be about pricing your products too low. To high-end clients, a higher price signifies quality. If you price your product or service too low, they might not trust the quality of your business. They’ll question the benefits and the trustworthiness of your product.
Before you begin advertising to your targeted market, create a price list that reflects both your quality and the ability of your potential clients to pay. Research similar products and services to get an idea of the price range that will seem acceptable. If you don’t want to run the risk of losing established clients, you can consider initiating a rate increase across the board for all of your services or products.
9. Provide Value
Be sure that your product supplies a value that’s reflective of the price. While high-end clients aren’t as subject to sticker shock, you can offer incentives to purchase your product or service over your competitors.
Be sure that any incentive you offer is in line with the product and services your clients would want. This could be discounts for bulk purchases, individual customer service, upgrade options or any number of incentives that make your product stand out.
These incentives, paired with competitive pricing, can help you turn prospects into paying clients.
10. Express Thanks
Gratitude and appreciation are the cornerstones of good customer service and excellent client relationships. The personal approach you take to attracting high-end clients will speak volumes with this audience.
- Follow any interaction with a handwritten thank-you note
- Send a small welcome gifts, anniversary and birthday cards.
- Keep excellent records of each interaction so you won’t forget important personal details.
Your clients have the option of taking their business anywhere else. Your extra care and attention to maintaining a client-provider relationship can be the tipping point to keeping them loyal to you and your company. Clients won’t refer their loved ones to a business where they feel overlooked or undervalued, and they won’t stay on as clients with a business that doesn’t appreciate them.
The most important thing to remember when you attempt to branch out and reach higher-end clients is to take a well-researched and multi-faceted approach. Each aspect of your business will need to be carefully reviewed in order to improve your client base.
Your marketing and outreach strategy will have to appeal to new client demographics. This is the time to analyze your presentation for typos, format, layout and overall image. When marketing to a different audience, take care to present the type of image they consider trustworthy, dependable and respectable.
With a higher-end client base comes higher demands upon your business. Your product should be fully developed, and employees should be thoroughly trained to handle the more stringent requests they will encounter.
Be honest with yourself regarding your readiness in taking on a different client base, and make adjustments as needed. If you truly invest in the upfront time and research, you can achieve great success with a broader client base. Continuously seek to improve not only your product or service, but yourself and your business, and the clients that you want will develop trust in your business.
Are you ready to start reaching high-end customers? Learn how to master your business and find true sales freedom today.