Written by: Vickie Sullivan | February 22, 2018
How to Attract Your Best Buyers
A common situation: I’ve been marketing for months/years and need to upgrade my client portfolio. How do I position myself for higher margin clients?
Well, it all depends on how you’ve promoted yourself in the past. If you’ve used mass-market tactics such as social media ads, you may have more work to do. Here’s why: The buyers you seek use different criteria than the buyers you have. The biggest differences:
• Most well-heeled clients have plenty of referrals. So your Facebook ads don’t appeal to them. What does work: top of mind. They follow their own networks first.
Listen: 2 things that scare off clients who are the right fit
• Most high-end clients know a lot about their problem and solutions. The bar is raised for options that go beyond the basics. This is bad news for groups such as attorneys, accountants, etc. whose work looks too similar. When your industry is commoditized, the biggest differentiation becomes price.
If this is you, here’s your next best step: Focus on creating a “top of mind” positioning. Don’t think about “getting out there.” Ask yourself: How do I position my best gifts so that these new buyers see me as the go-to resource? When you are seen as the front-runner, your reputation precedes you.
When changing your client base, tactics will never make up for bad positioning.
Other Resources You May Like:
- 2 Brand Categories That Spell Disaster
- My Turbocharged Business Model Toolkit: How to Pick The Game You Can Always Win