| Locating and Engaging Affluent Clients More Quickly in | | | | This client type easily makes referrals to people they |
| Your Own Community | | | | like, know and trust. Similarly, if you can help one of |
| Remember the scene in Pretty Woman when call girl | | | | their friends or family members, it typically results in a |
| Julia Roberts goes into the pricey boutique, money in | | | | new client somewhere down the line, a lá the “pay |
| hand, to buy some clothes, only to have the sneering | | | | it forward” mentality. As business owners, affluents |
| sales ladies shame her out of the store? Well, Julia | | | | like to be part of joint ventures or strategic alliances of |
| gets them back by taking her excessive purchasing | | | | others who work with their clients. |
| power elsewhere, then coming back to flaunt it in their | | | | Like most other consumers, the affluent buy things |
| faces. The point is, don’t judge a book by its cover | | | | based on emotion but they are looking for exceptional |
| OR miss out on a great opportunity that may be right | | | | value they couldn’t get anywhere else. Affluent |
| under your nose. | | | | clients see such expenses as an investment because |
| It is not always easy to spot someone with | | | | it ultimately helps them make more money. If you are |
| considerable purchasing power, namely because on | | | | able to complete a task faster than they can, their time |
| the outside, they appear just like you and me. | | | | can then be focused on their core strengths. If you |
| However, by changing your thought process and using | | | | can demonstrate how your product or service |
| some strategy, you may find that you’ve been | | | | benefits affluent clients, you won’t be seen simply |
| surrounded by affluent prospective clients all along. | | | | as a commodity, but as an advisor. |
| Affluence Today | | | | Where To Look For Them |
| First, let’s consider what it means to be affluent. | | | | Knowing the background and value of affluent clients, |
| Simply put, affluence indicates an abundance of | | | | you’re ready to fine tune your marketing plan to |
| money, property, or other material goods. For the | | | | seek them out. Chances are, you’re already |
| purposes of this article, we’ll use the Wikipedia | | | | involved in many of these activities yourself. |
| description of affluent to mean the top 1% of U.S. | | | | Arts & Leisure |
| earners, which is about $350,000 in household income. | | | | Boating/sailing clubs |
| Inarguably, this is a lot of money. But the upper class | | | | Flying clubs |
| are still people like you and me; most of them are not | | | | Fitness centers (especially early in the morning or |
| in the multi-mega millionaire Donald Trump category. | | | | during the school day) |
| Short of asking everyone you meet their annual salary | | | | Wine/cigar clubs |
| (definitely NOT a strategy I’d ever recommend!), | | | | Performing Arts (opera, symphony, theatre) |
| how do you go about identifying affluent clients? They | | | | Extreme sports like rock climbing, mountaineering, and |
| demonstrate consistent traits and habits. | | | | deep sea fishing |
| About The Affluent | | | | Golf & Tennis clubs |
| The affluent are zealous about their involvement. | | | | Spa |
| It’s easy to see their passion because it’s | | | | Personal & Professional Development |
| where they’re involved the most. Besides their | | | | High-priced conferences or events (especially retreats |
| devotion to their vocation, the affluent spend | | | | and cruises) |
| considerable time in organizations that allow them to | | | | Speaking circuit |
| live their avocation – think sailing, flying, and cigar | | | | Business or executive clubs and bars (especially after |
| clubs. Meeting affluent clients in this type of | | | | work) |
| environment allows you to see what motivates them | | | | Masterminds like: Visage, Entrepreneur Network, The |
| outside of a traditional business setting. | | | | Alternative Board, Young Presidents Organization, |
| Similarly, the affluent are generally very philanthropic. A | | | | Women Presidents Organization |
| simple search of social networking sites for various | | | | Reading magazines such as Town & Country, |
| charitable causes can yield long lists of members; | | | | Millionaire, Worth, The Robb Report |
| clearly these are people who enjoy helping others and | | | | Community |
| spreading the word about worthwhile organizations | | | | City/Country clubs |
| among their peer group. | | | | Board of Directors/Trustee for large non-profits, banks, |
| An affluent client also values self-improvement. | | | | large corporations |
| Whether it is personal or professional development, this | | | | Philanthropic Associations |
| type of person makes time to attend workshops or | | | | Rotary and other service related organizations |
| classes on topics of interest to them. They spend their | | | | Political dinners/fundraisers |
| time on high-value activities to continue personal and | | | | First class seating in planes |
| professional growth, and ultimately be more successful. | | | | Volunteers or participants at fundraising events |
| It probably also goes without saying that the affluent | | | | Angel Investment Organizations, some of which have |
| are a very discerning crowd. Simply put, they like | | | | a “service provide” category |
| “the best”, be it a service, product, or perception. | | | | Church (specifically for the older affluents) |
| This means they demand individualized attention. No | | | | How to Engage Affluents |
| matter how many customers or clients you have, | | | | Reaching these clients can be more fun than work |
| make sure your affluent clientele perceive themselves | | | | – it’s all in your thought process! From the list |
| as your one and only concern. This may require some | | | | above, pick activities that sound appealing to you trying |
| additional work on your part, but the return on | | | | them on for size. Keep your integrity intact and never |
| investment will more than make up for it. | | | | do anything you hate doing just to meet prospective |
| Finally, affluent individuals typically surround themselves | | | | clients. Some other ideas: |
| with other prominent people. They want to work with | | | | Consider joining a group where they hang out, if you |
| someone who’s already a known commodity – | | | | enjoy what the group offers of course. |
| someone who has been prominently published, has | | | | Consider marketing or speaking to a group where they |
| received considerable news coverage, or is already | | | | hang out. |
| connected within the right circles. | | | | Considering joining an organization you enjoy in one of |
| Why Target Affluent Clients | | | | the more affluent zip codes near you. |
| Affluent clients, though potentially more demanding | | | | Get involved on a board of something you’re |
| than other clients, can provide significant payback. | | | | passionate about. |