How to attract premium clients
Do you want to know how to attract premium clients who are willing to pay more?
When I ask, “Who is your ideal client?”, a lot of small business owners reply, “Anyone who wants to buy X,” referring to their product or service. In a way, this is true. However if you want to attract clients who are willing to pay a premium price for your products or services, you’ll need to sharpen your focus.
If you’ve already been in business for a while, you’ll know there are some clients who are more profitable than others, and some who are willing to pay more to secure your product or services. Of course, we all want to attract premium clients and focus on them, don’t we? Quite simply, these clients can clearly see that you demonstrate VALUE to them.
People buy value and are more likely to pay a premium price when that value is clearly demonstrated.
There’s an old adage in writing – “Show, don’t tell”, and as such, the secret to demonstrating value in order to attract premium clients is not telling people how you add value, but in showing them.
Without a doubt, everyone in small business solves some kind of problem. If you want to display your value proposition to a broader audience, you need to show them how you solve their problem.
For example, if you sell cleaning products, you could demonstrate how you help people to clean their homes or business premises faster, easier or more economically. If you’re a graphic designer, you could show businesses how you help them to brand themselves with the professional presentation on their website, business cards, printed materials, etc. You get my drift! Show your clients how you add value and solve their issues.
At this point, it’s important to remember who you are targeting – i.e. who your ideal clients are. You need to specifically target this audience, addressing their particular needs and problems, and showing how you solve those issues for them.
7 ways to attract premium clients by demonstrating how you add value:
Before & After shots
This type of visual tool provides the reader with an understanding of the results which can be achieved through your product or service. For example, let’s say you do lawn and garden maintenance. Imagine the power of using before and after photos to show the outcome of your hard work?
A very powerful tool which give a brief overview of a completed project. Case studies demonstrate how you solved a client’s problem and the outcomes you were able to achieve for them. It’s a great idea to include some step-by-step photos in the case study and demonstrate your process, particularly when it is complex. Share these stories on social media for added exposure, and include people in the photos to humanise the case study. Adding a testimonial provides even more oomph to your case study.
There’s nothing as powerful as the testimony of past and present clients who attest to your skills and expertise. As a third party, their words are much more powerful in persuading potential clients than yours will be. Your testimonials need to explain how you solved the client’s problem and the outcome you achieved on their behalf. Readers will identify with the problem and the testimonial demonstrates how you’ve already confidently and capably dealt with the issue for others.
Using video to demonstrate your product and how it works is a great way to demonstrate value. If you offer a service, you could use the power of video to walk your viewers through the process you use. Perhaps you could even feature a brief video testimonial from a happy client.
Offer free quality content
Demonstrate your authority and expertise in your chosen field by offering free quality content on your website. Free content shows that you know your stuff and you’re happy to share your knowledge. Readers enjoy free articles, infographics and downloads which enhance their understanding of your product, service, industry or current issues.
Build and nurture a community
Establishing a community around you is a great way to demonstrate value. Setting up a Facebook group is free, simple and a great way to interact with people interested in your industry. Interact with people in your group on a regular basis, encouraging questions and comments from them. By answering questions in your group or other online forums, or by publishing a regular online newsletter or blog posts, you’re able to further demonstrate your knowledge and help your clients at the same time. Once you establish rapport, people are more likely to buy from you. When you showcase your authority, they are more willing to pay a premium price.
Host an event
A great way to gather like-minded individuals and potential customers is to host an event. You could focus purely on networking, which provides people with the opportunity to meet and work with others in the community. You could run it as an information sharing event where you educate clients on a topic related to your industry. Or you could show your community spirit by hosting a fundraiser for your nominated charity. All these events put you front and centre, helping to build your brand and establish you as an authority figure who people want to buy from.
Be patient, it’s a process and you won’t see results overnight. However it’s certainly worth putting some time and effort into these methods as part of your marketing strategy.
A combination of these tips will attract a wide range of clients and assist in demonstrating how you add value. Those clients will then get to know, like and trust you. Once you’ve established trust and capability, clients are definitely more willing to buy and will also step up to a premium price range.
Have you tried any of these methods to attract premium clients? How do you successfully attract premium clients?
Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.