In this transitioning economy where many entrepreneurs relied on mass online marketing methods, most are starting to see their revenues plummet.  The reason is simple!  Marketing is not intended to do sales. Without marketing you would not have prospects or leads to follow up with, but yet without a good sales technique and strategy your closing rate may depress you.  Here are 2 more steps to get started mastering sales to the affluent:

Prepare your database – Database sounds like a big and scary word doesn’t it? It’s really not. A database is just the place where you keep track of who, why and when you are going to call people. The best thing is that you don’t even have to know anything about technology to have one. Just use the tools that came with your computer, or sign up for one online, or buy a basic package. It’s not rocket science and anyone can do it.

Prepare your scripts including being prepared to overcome objections – It is often a misunderstanding that people think they need some sort of elaborate script. Simple scripts are always best. You are not the only person calling so you need to be quick and to the point. Step back for a moment and think about the people who call you… how does a lengthy presentation script feel on your end of the phone? Do you even listen or just wait until the end and say politely “I’m not interested.”

Scripts need three basic ingredients:

1. Who are you
2. Why are you calling
3. What is the action you want them to take

Yes, it is really that simple.

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The one area I find that most entrepreneurs are falling down is sales.  There are a lot of reasons for this, but the number one is fear of selling.  Over the next several days, I will post a series outlining my Sales Mastery for Marketing to MillionairesÔ Blueprint System, which can help you master selling to the affluent.  Here are the first two steps to get started:

Step 1:  Be clear on your ideal affluent client profile – A strong sales foundation starts with a strong ideal client profile. Otherwise, you will waste both dollars and time trying to grow your business. In section one of the Marketing to Millionaires™ Blueprint System we provided to you a complete system and templates to identify your ideal affluent client.  Make sure you have done that work, PRIOR to calling anyone.

Step 2:  Schedule consistent time daily or weekly to sell - Nothing is more important when it comes to selling than to manage your time. The most successful sales people set a dedicated time each day (or week) to make the calls. They schedule it on their calendar like any other high value appointment.  Many inexperienced salespeople avoid this discipline to their own demise.

Now it is up to you. To obtain and keep clients in this market, businesses need to get “back to basics.” And there’s nothing more basic than your client: no client, no business.

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Don’t lose out on prospects that are not ready to pick up the phone to buy your services or pick up the phone to call you; capture their contact information to continue your dialogue, demonstrate your expertise and show you understand them. People are not as eager as they once were to hand over all their contact information so they can just get spammed.  BUT if they feel the offer is irresistible, they are more likely.

Creating an easy-to-use landing page is essential to capture your contact’s information. A high conversion rate is dependent on it. The more irresistible the offer, the more personal information you can request. Email, phone and fax are the most important. Once your prospect’s data is received, automatically place them in your systemized sales process, subscribe them to your eZine, launch a series of follow up campaign messages and conduct follow up phone calls.

The ease of the process is an important factor in your ability to influence visitors to your website to leave you with their personal data for your future marketing efforts. Take the necessary steps to correctly implement a high value offer and win over your affluent prospects, every time.

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Instead of letting the busyness of the holidays prevent you from building the business of your dreams, seize the opportunities of the season to meet prospective affluent clients.

A great way to connect with affluent clients is by implementing a holiday campaign. Turning “ho, ho, ho” into a marketing theme is sure to attract the attention of the affluent, especially when you touch on the key values they believe are important like: approval (from “the world at large” and business associates), recognition and respect. A couple good ideas include:

• Send a letter to your affluent contacts as well as a purchased list. You might even want to contact them on Facebook.  Let them know that for every (sales) meeting you book, you are going to donate a toy to a toy drive.
• Call your existing clients and ask for a referral.  For every referral you receive, you will make a donation in their name to a choice charity.

Let a little generosity help you ring in a BIG 2010!

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During the holidays, when I get asked the same question I hear over and over again all year long, “where do I find affluent clients?”, my answer is simple and the same. One of the best ways is through networking. 

Attending holiday parties to celebrate the season is an important form of networking. If you are like me, you love a good celebration… all the sparkle, glitter, good cheer and maybe a sip or two of champagne.  Well, most of the affluent I know will not turn down an invite to a good celebration either.  But, think beyond hosting your own (although, hosting IS a good way to show appreciation for your existing affluent clients).

Reach new, prospective clients by attending a party given by a business or organization with which millionaires might affiliate.  For example, my sports club holds a New Year’s party every December 31^st.  It’s a great time to chat with fellow members and the conversation often leads to, “how’s business?”.  Other organizations you might want to research for their holiday plans include:  high-end spas/salons, exclusive boutiques, “expensive” restaurants and country clubs.

This is the time of year to let good cheer help you create BIG results that will last throughout 2010!

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Small businesses and entrepreneurs are able to deliver exemplary service with ease because they can focus more individually. When you get right down to it, providing the unexpected is a matter of knowing your customers, caring about your customers, and showing them they are valued.

Following are 3 more ideas for providing the unexpected and ‘Wow-ing’ your VIPs this season:

• Information Product – Send your VIPs a complete info product to say ‘thanks’ for a great year.  This high-value, medium investment represents only a fraction of their yearly spend on your services.
• Designer Cupcakes or Chocolates – What could be better than a sweet treat for the holidays?  One that’s branded—with your company! Be sure to include a personalized card or box when you hand deliver a holiday dessert to your affluent clients.
• Coffee Table Book – I LOVE to give a good book to my most important clients…especially one that aligns with my business philosophy.  A good way to individualize it is with a hand-written note on the inside front cover.

Extra bonuses or the little something above and beyond are customary and NECESSARY. It is the perfect time of year to deliver!!!

Thanks and let us know your thoughts. I encourage you to leave your comments or questions below.

To learn more about how to market your services to people who will pay premium prices, value your expertise and build your business FOR YOU by raving to all their friends? Get your Free CD: www.marketingtomillionairesgift.com

Article by Kelly K. O’Neil, Million Dollar Marketing to the Affluent Coach and Creator of the Marketing to Millionaires™ Programs

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According to Sydney Biddle Barrows, Author, Speaker, Consultant, and Former “Mayflower Madam” (www.sydneybarrows.com), affluent customers, clients and patients in particular have standards and expectations that other customer groups do not and in order to appeal to them, care must be taken to provide a setting as well as formulate an appropriate way to interact with them that reflects these requirements.

She would know better than anyone. Sydney Biddle Barrows found herself moonlighting as a phone girl at an escort service to supplement her unemployment check after having been fired for refusing to participate in a kickback scheme.  It may have been the World’s Oldest Profession but it certainly was not being run very professionally, and less than a year later she decided to open up her own agency.  Relatively small but very upscale, Cachet prospered for five and a half years until New York’s Finest closed it down, only to later publicly concede that it was the most honest and professionally run business of its kind ever operated in New York City.

Her first book, Mayflower Madam, went right to the top of the New York Times bestseller list; Fortune Magazine named it one of The Ten Best Business Books of the Year and business schools across the country, including Harvard, used it in their curriculum.  Her fourth book, Uncensored Sales Strategies, co-authored with the legendary Dan Kennedy, was published in January of 2009.

Learn more about Sydney’s amazing portion of our Sales Mastery for Marketing to Millionaires™ when you click here. I’m so grateful for her immensely valuable content. It is a part of our first and only suite of virtual educational products, Marketing to Millionaires™ Mastery University, for learning marketing to the affluent.

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Stop taking your skills for granted. You know a lot more than you think you know.

It’s self-confidence that plays a large part in determining your happiness through life.  Interestingly, the affluent are more definitively affected by how you present yourself and your credentials.  Mostly likely, they achieve their status through hard work, determination and ingenuity.  You are even more attractive to them when you present yourself in the same light.

And self-confidence is a necessary ingredient for success because it sells. It’s something you can sense about a person upon entering a room. It’s evident through body language and speech. If your confidence is lacking, try these tips:

1. Set goals and create a plan to achieve them
2. Use powerful affirmations such as “I am the expert;” “My information is valuable;” and “People desire to work with me.”
3. Practice confidence by emulating others. Take a look at the people who you think are the most confident.  Try to find things they do in their body language and tone of voice to mimic until you find your own style.
4. Be prepared.

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