April 20, 2009
The primary definition of marketing includes the wide range of activities involved in making sure you continue to meet the needs of your customers and get value in return. The “P”s of the marketing mix form the core of your marketing strategy and involve such things as people, product, positioning, price, placement and promotion.
Next up for our discussion here, “Product”. The affluent buy based on a different set of values than that the average consumer. It’s critical to understand how to create your “product” (or service offering) so that it meets their needs and desires. Here are the important considerations.
“P” is for Product: What are you selling? What are the features of your product or service? What are the key benefits? How will you package your service to “productize” it? Knowing your product and service thoroughly is essential to being able to market it to your prospects. Get completely clear about what you are offering, to whom, why they need it, and how it answers your prospects needs or problems.
Although people generally know what they want, few people actually know what they need. What the “P”s of the marketing mix can do for you and your business is help establish a need, build credibility, and ultimately drive sales and build profits.
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April 15, 2009
Time is Running Out—Don’t Forget To Register!
I can’t think of a better day to be talking about this! With your taxes due today, your finances and the effects of the sluggish economy are probably weighing heavy on your mind. I’ve said it before, but if you haven’t heard me — the next 6 to 12 months are absolutely critical for your small business. If you don’t figure out how to market in this new economy, and quickly, you’re not going to make it.
Tomorrow’s first session of the Marketing to Millionaires™ Retreat Preview Call series could honestly change the way you market your business by providing you with more income and more freedom – even in today’s economic climate.
Please join me and Beth Schneider of Process Prodigy on this F.R.E.E. call happening Thursday, April 16 at 1 PM PT. We’ve already had a ton of people register. If you haven’t yet, *I URGE* you to do so now.
Here’s the REGISTRATION link: http://marketingtomillionairesretreat.com/m2mpreview
Learning how to recession proof your business by marketing to affluent clients is CRITICAL information that small businesses need to understand right now!
In this Teleseminar you will discover:
• How to identify one of the 4 key market segments of the affluent population (and they aren’t necessarily who you think they are).
• The # 1 and #2 BIGGEST pet peeves of the affluent that will send them running for the hills and how to avoid it.
• The top 3 secret desires of the affluent, that most would never share with you themselves.
• How to position and strategically price your product and service offerings at a premium price that the affluent will say yes to without blinking.
• The best 3 strategies to market to the affluent that will end up saving you a tremendous amount of time, money and energy.
• The critical sales strategy that will close your affluent prospect 98% of the time.
• The top 3 strategies to deliver VIP service to your VIPs to turn then into raving fans that build your business for you.
It’s happening this THURSDAY, APRIL 16 at 1 PM PT! Don’t Miss it.
April 10, 2009
Date: Thursday, April 16, 2009
Time: 1:00 PM PT, 2:00 PM MT, 3:00 PM CT, 4:00 PM ET
Join Marketing to the Affluent Expert Kelly O’Neil and systems genius Beth Schneider of Process Prodigy and learn why your service-based business MUST target the affluent in today’s economy to significantly UpLevel your business result and how to leverage this high-end audience’s potential!! Click Here to visit the Marketing to Millionaires™ Site and get all the details.
In this Teleseminar you will learn:
How to identify one of the 4 key market segments of the affluent population (and they aren’t necessarily who you think they are).
The # 1 and #2 BIGGEST pet peeves of the affluent that will send them running for the hills and how to avoid it.
The top 3 secret desires of the affluent, that most would never share with you themselves.
How to position and strategically price your product and service offerings at a premium price that the affluent will say yes to without blinking.
The best 3 strategies to market to the affluent that will end up saving you a tremendous amount of time, money and energy.
The critical sales strategy that will close your affluent prospect 98% of the time.
The top 3 strategies to deliver VIP service to your VIPs to turn then into raving fans that build your business for you.
April 1, 2009
Marketing To The Affluent Requires Less Energy and Less Effort. If you had the choice between selling to one person to make $10,000 or selling to 10 people to make $10,000 which would you choose? It’s a no-brainer. Fewer clients mean less work. Less work means more freedom.
The Affluent Are Virtually Recession Proof. It’s hard to believe it especially considering what’s been happening to the stock market recently but it’s TRUE. Typically, the affluent have enough diversification in their wealth that a blip in the economy is just that and doesn’t significantly affect their accumulated fortune. And if they value what you are offering, they will cut elsewhere to afford your services.
The Affluent Shop On Value. This means they’ll pay the asking price even if it’s 100% more expensive than the competition IF they perceive there’s added value what you are offering whether that is one-of-kind exclusivity, proven results or VIP customer service. For example, on average Virgin airlines airfare is typically 30% percent over the competition. Do passengers arrive at their destinations 30% quicker? Are they 30% safer? I doubt the answer is “yes” purposefully. Affluent fliers are willing to pay the extra price because of the perceived values: “surprise and delights” in the cabin—seats that expand into beds, excellent food served upon request, the consistently outstanding service at every touch point as well as the brand cache. Consider how to strategically tailor you offerings accordingly and then carefully craft your message around these features and benefits.
It’s the 80/20 rule again; twenty percent of the population (or those whom we marketing-types term as “the affluent”) account for eighty percent of the wealth. If you are a “glass is half empty” person, restricting yourself to a narrow audience like what 20% represents seems much too limiting to achieve success. If you are a “glass is half full” type of person, like me, 80% of the combined wealth (read: more discretionary income to spend on your services) seems like a HUGE opportunity–one you cannot afford to miss out on.
Has this value proposition convinced you to turn your sight toward the affluent market? If not here are 3 more reasons:
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