Yesterday I was at a networking/marketing event with Chuck Trautman, the local GKIC representative, leading the session. As a part of it Chuck had a presentation taken largely from Dan Kennedy's book, "No B.S. Marketing to the Affluent". Since my customers are concerned with ways to improve sales and marketing, I grabbed some quick notes to share.
What do the Affluent want? They want life made easy, time saved, and they do not want to be ripped off.
What do they like? Typically the affluent "have a few years on them", so in generalizing we are talking about those in their 50's and above. By this time in life, these people tend to like Nostalgia and Memberships with like-minded people who enjoy the same things. We're not talking just the golf memberships, but other as well.
They are fiercely independent, and if they admire you they reward you with their business. Obviously many of them have earned their money, and know the value of it, so they search for value. Treat them well! The more affluent, the more they rely on word of mouth for referrals. They do like to be recognized and rewarded for their referrals.
What drives them away? Perceived disrepect. (Hey dude, hey guy, yeah man,...get the point?) They do not appreciate poorly trained employees in customer communications or any other dealings. Lack of experience also makes them warry.
Obviously if the affluent are paying good money for a product or service, it will not stand out in their minds if you simply deliver an excellent product or service. That's expected! However, it's what you do above and beyond the expected that will make you stand out in their minds and cause them to tell their friends, neighbors and associates. Do you return their calls promptly? Do you overdeliver? Are you forthright and honest? Are you and your workers polite and courteous? Are they treated with the utmost respect, even when the situation may at times not be the most pleasant on your end?
Display and convey expertise, understanding, good judgement, competence to relieve your affluent customers of time, pressure, anxiety, stress and hassle and you may have earned a customer for life as well as many referrals!
As always, I wish you much success!
Susan
By The Numbers
Lead, Sales & Marketing Management Software
