by Kelly K. O'Neil
The Golden Rule as it is most frequently expressed is: "Do onto others as you would wish them do onto you."
Creating VIP treatment—the kind you would like to experience yourself—is the secret to acquiring affluent customers, keeping them coming back AND making them raving fans who will tell their friends all about you.
Marketing to the affluent can be a lucrative proposition. If you haven't yet set your sites on this bullet-proof audience, you are missing out. Consider some of the facts: Did you know that affluent individuals earn income greater than $150,000 and have wealth of nearly $1 million in total assets? Did you know that the affluent make 36% of the income earned by all American households and control 70% of the total net worth of all US households?
Clearly the affluent have money AND they like to spend it. As you consider how to tailor your business to their needs, it's important to be aware that they are educated consumers and demand value for their money. They are willing to pay top dollar to feel unique and special. Small Businesses need to recognize this hidden desire and offer them services that help them achieve it. In the luxury market, exceptional service levels are an assumption because value is based in the experience they are receiving from purchasing your products and services. They key to success is to get customer loyalty through providing a personalized and individualized experience.
Here are 3 valuable tips to uplevel your services for the affluent market:
- Create a Ritz-Carlton Level of Service. Sweat the "small stuff" and create a Ritz Carlton customer experience. The Ritz Carlton's standard of service is what sets the hotel chain apart from its competitors and establishes it as a world-renowned leader in customer satisfaction; a position any company in any industry can aspire to achieve. The Ritz Carlton's "Credo" simply translated here, is easily employed and are sure to inspire confidence:
"We pledge to provide the finest personal service for our customers who will always enjoy a warm, relaxed, yet refined ambience. The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests."
Continually delivering a level of service above and beyond expectations is the cost of entry with the affluent and it will set you apart from your competition as well.
- Create Private VIP Access to You. The affluent seek something special or exceptional; 'private access' or 'for my top clients only' are terms that speak volumes. Consider offering a unique telephone number or email line with direct access to you. Other tactics with proven success include: creating a special product offering that includes added one-on-one time with you or implementing special branding treatments in a VIP section of your website. Without changing your core business concept, these bonuses help reaffirm your exclusivity.
- Surprise and Delight Your Clients. The affluent expect what is unexpected. This means extra bonuses or the little something extra are customary and NECESSARY. When I finish a large project with a client, I send them a basket of UpLevel Strategies branded Wine and Truffles and I add a personal touch. Consider including 2 tickets in a box suite for a professional football game in your monthly invoice to the client who is a huge football fan. How about having personalized sweet treats like cookies or cakes delivered to the client with a sweet-tooth. Your actions will not go unnoticed.
VIP benefits are a must-have strategy for attracting and retaining affluent clients to your service based business. Understanding their unique mindset and values will you give you the know-how to create exceptional programs that will edge you beyond your competition and ensure you reap the business rewards.
 Kelly K. O'Neil, Chief Strategy Officer, UpLevel Strategies, Inc.
Award Winning Strategic Coach and Marketing to the Affluent Expert Kelly O'Neil publishes the 'Arrive!' weekly ezine for small service businesses and information marketers. If you are ready to learn the best strategies to market to the affluent so that you can make more money and have more freedom and fun in your small business, get your FREE tips now at www.uplevelstrategies.com.
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