| Title: How Can You Position Yourself With Wealthy Clients? |
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Question:
I would be interested in your comments on “positioning” with wealthy clients that does not involve spending thousands of dollars to “romance” these people with season tickets to sporting events, etc. What would you suggest that does not cost an arm and a leg and a Mercedes or BMW to position yourself with the people you are actually trying to do business with? If mailings do not work, why do real estate agents and financial planners spend thousands of dollars on mailing and television advertising? Am I missing something here? |
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Answer:
No, they are in the absence of a better idea--they earn small dollars by sticking to old ideas. Ever notice that top real estate people and planners never mass mail! To position and promote self effectively:
1. Target specific groups of people based on the associations/causes they support, what they do for a living, recreational clubs they belong to, or special interest organizations that they may have, such as charity, cultural, etc.
2. Involved yourself in the ones where you have a passion for the people or process.
3. Position yourself as a friend of the industry or the charity, etc.
Richard |
