The simplest way to attract higher level clients is to be more attractive to those clients.
Take the more affluent when looking for a car. Do they go to the fleet sales used car lots looking for the Hyundai’s or Kia’s, Or look to the more prestigious Audi, BMW, Mercedes etc?
Avoid Brown Box syndrome!
Too many professionals say they want to attract higher level clients yet end up falling into “Brown Box Syndrome”.
A typical brown box looks the same as all the others yet could house very expensive and valuable items, but you will never know unless you spend the time and open the box.
The same goes for many professionals. They may provide unique and outstanding service, yet because they look and sound the same as everyone else in their marketplace they are very often overlooked for a possibly inferior option because they don’t stand out.
It isn’t unless potential clients spent time with the business (i.e. unwrap the box) that they would realise that they are the best option but sadly it’s too late as they have chosen someone else.
When you are seen as a “brown box” you generally spend more money on marketing and advertising with reduced Return On Investment because you are marketing yourself the same as everyone else.
It seems that all you are doing is yelling the same message but yelling louder and louder.
“Your perceived positioning predicts your profits.”
Quality people are attracted to leaders and authorities. They prefer to pay more for value and for a unique solution. I see time and time again that quality professionals don’t have the belief in themselves that they are a leader or an authority.
Note: ‘You don’t have to be best in THE world you just have to be the best in THEIR world. So ask a very simple question. ‘Do you consistently help people in your business. If so to your clients, you are a leader or an authority on what you do for them.
Most professionals do have something in their program, delivery method or background that is unique and can position them as a leader and authority on that.
So, spend time reviewing your programs and services and what results you deliver your clients. Look for some form of uniqueness. Whether it is your products, services, programs, delivery method or just the way you communicate, there will always be something.
While most people in your market are looking to do more marketing or advertising spend time working on your Unique Authority Positioning and you will stand out in your market.
Once you have identified your uniqueness you then need to communicate it.
Videos are the fastest way to be seen as an Authority,
Books are the most powerful and,
Speaking whether live or digitally is the most profitable.
Once you have mastered one or all three of these you then use whichever social media platform that is most appropriate for your market.
Finally, it is important to remember that it is how you are seen in the marketplace that attracts quality clients. When you are seen the same as everyone else then all you are compared on is PRICE and that never attracts quality clients.
So, In Short… Stand Up, Stand Out or Stand Aside.
Steve Brossman
Author of the Amazon #1 Best Seller
The Authority Client Attraction System
