How to Attract High-End Clients: ILEA Quick Tips for Event Planners
For businesses, attracting the right clientele is key. No matter what your business is, you still have a target demographic your company’s business plan is focused on attracting. If you want to attract high-end clients to your business, then you need to take a particular approach. That approach needs to be targeted exactly at the kinds of clients who have the money, needs and wants that make them your ideal clients. Keep in mind you may want their budgets but is your business positioned to service a high-end client properly.
Attracting these clients can certainly be a challenge, but you shouldn’t be perplexed by it. You just need to think about what the very best ways to reach these high-end clients are and get involved. In other words, you need to be where they are. If you are struggling for ideas here several to start with.
Put Yourself in Your Ideal Client’s Shoes
There are so many different ways in which you can contact potential high-end clients. How many times have you heard the phrase “you need to be where they are”? LinkedIn and other social media should definitely play a factor in your outreach efforts, but it’s not the end-all as so many have experienced. Multiple products and programs in your marketing mix should serve you the combination you need to make contact with these clients. At that point, face-to-face interactions are key, so place primary importance on personal communication. It’s the personal touch and pampering of all clients that can make all the difference.
Know Where to Go
You need to be able to meet these people and make personal direct contact with them. You can then use your skills as a communicator to adequately get your message across. You should go to all types of events (professional, social and charitable) where your ideal clients will be present. Don’t just attend the events, get involved, join a committee and “give back”. Find a cause you are passionate about and get involved. Keep in mind they, like everyone else, are constantly being bombarded with requests and pitches, so whatever you can do different to break through the clutter and noise is worth the effort. Sometimes traditional methods such as networking can be a challenge, but it’s worth doing.
Polish Your Sales Pitch
The words that you deliver to potential clients when you try to win them over are very important. You need to prepare and practice your presentation carefully before you deliver it to potential clients. Make it authentic to the potential client’s needs you are trying to win over. It should be short, sharp, concise and energetic showing your passion for what you do or offer. It has to sum up what you think your business can offer to your potential clients. And, of course, make it memorable!
Be Ready to Show and Tell
You have to prove that you’re extremely knowledgeable, credible and have the capabilities to manage the client’s affairs. A word to the wise: be careful when dropping names. Never assume their personal associations. Trust is one of the biggest reasons why high-end clients will work with you. If you are known for your expertise, you still need to show potential clients that you can be trusted. To win clients over, you should present initial plans that lay out what you want to do in a detailed way. This will allow you to show your credibility and prove that you know what you’re doing.
Keep Communication Consistent
When you run a business, it’s not just you who has to know how to work for the higher-end client. Your entire staff will also need to be pulling in the same direction lock and step, adhering to your mission and brand. A big part of this falls under the category of communication. You have to be sure that everyone on your staff is capable to communicate with high-profile clients. They can sometimes be demanding, meaning they are to be communicated with carefully. In today’s world, with the plethora of digital communication options (texting, Facebook messaging etc.), you may need to offer your staff the training that will teach them how to verbally communicate well.
Dress to Impress
Your team doesn’t just need to communicate well, they also need to look the part. When potential clients are making a judgement on the professionalism of your company, they will look at your workforce; they will visit your office; they will look at your work environment. To make sure everyone’s expectations are aligned, you might even want to introduce a dress code.
Don’t Go Overboard
When you’re trying to impress a potential client for the first time, you need to do be authentic. You need to come up with something to coincide with their visit and your brand, but you also want to add a bit of glitz and luxury that might help to sway their final decision. You could take them to dinner to really get to know them well and providing car service to the restaurant. It’s all about going the extra mile however, just like designing an event you need to know when too much is too much.
Know the Difference Between Saying and Delivering
In the event industry, it’s somewhat easy to envision and propose something to a high-end client as it’s all about vision, ideas, and a dream — but you better be able to deliver on it. There is no sense in trying to target high-end clients if you don’t have the staff, products or services that will attract them and deliver in the end. They will be looking for quality, and you have to be able to give it to them. If your offerings are not up to par, then you are not going to reach the people that will really matter to your business. No matter how nice your branding and fancy collateral may be, if you can’t deliver in the end it’s irrelevant. In the event industry one bad event can mean the death to a business.
Get to Know Important Clients on a Personal Level
Sometimes, the best way to attract and keep high-end clients is to get to know them on a personal level. Of course, business and professionalism are important and remember personal information about your client is private and stays with you. But it’s not all that matters when it comes to getting the best clients especially when it comes to personal events. You also have to be able to build those important relationships which will help in finding higher-end clients easier.
Show Them Results
Higher-end clients want to make sure their money is not just spent but spent wisely and you have given them the most for their dollar. Let’s be honest, everyone wants the biggest bang for their buck, whether you are high-end or not. They need to see that you have a good track record, seeing how your company has done in the past and or in similar events. So, when you are pitching your business to a potential high-end client, you need to feature what you have achieved before. And then when you have clinched that client, make sure that you keep them up to date with how the event is progressing through the planning process. If they can see that the results are taking shape, they will keep faith with your company and specifically YOU!
Once you have a high-end client you need to be extremely professional, styled, and have a clear understanding of who they are and keep focused on their ideas and vision. Be a great communicator and consistently available to help when they need something. High-end clients are used to being put first and they do not like to wait. Quite honestly no one does!
About The Wedding Guys®
The Wedding Guys are visionaries. Spotting trends across the globe, and envisioning how those trends could translate to weddings, they provide a glimpse of what's possible in the future of the wedding industry. They produce UNVEILED – The Ultimate Wedding Planning Event, the hip and authoritative venue for leading wedding specialists to engage their customers and the Twin Cities Bridal Show, the newest expo-style event. The Wedding Guys have partnered with Half Yard Productions to produce the TV series ‘RANDY to the RESCUE’ for TLC, the series featured on a pop-up salon concept designed and executed by The Wedding Guys® and featuring wedding fashion guru Randy Fenoli.
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The International Live Events Association (ILEA) represents and supports more than 5,000 members globally – event professionals who do business together, share knowledge, nurture talent and progress the live events industry. For more information on how an ILEA professional can help you with your event, please contact firstname.lastname@example.org.