I wanted to talk to you today about how to attract high end clients or any group of clients that you particularly want to work with.
I have worked in resorts with millionaires for many, many years. What I want you to think about is: Who are your ideal clients comfortable doing business with? Who are they comfortable being around? And how can you be that person for them? This isn’t about people judging you or whether it’s right or wrong to judge other people. It’s just reality. If you want to work with the very wealthy, you must be somebody that they’re comfortable calling, talking to, that they feel has the knowledge to help them.
One example from when I worked at a golf resort is the golf shirts. I asked, “Why do we have to wear these golf shirts? Couldn’t I just wear a nice top?” They said, “We just want our clients to feel comfortable. They’re golfers. They’re going to feel comfortable coming in and feeling like this person is like me.'” We’re all more comfortable with people that we feel like we have things in common with.
Think about who it is that you want to attract. If you want to attract high level athletes, you might wear yoga pants, workout gear, something that’s going to make you feel like you fit in with athletes.
I dress differently when I’m working with clients, when I’m being Professional Gael. I’m not going to show up in a wraparound skirt and a tie-dye and my Birkenstocks to see a new client at a resort. I’m going to wear khakis and nice top. If you’re wanting to work with people that are working with physical therapists, with the doctors, you might want to wear scrubs.
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Just think about how you can up-level your look to attract and make comfortable the people that you want to attract into your business. Follow that through on your website, your headshot, the content you’re putting out on social media. You want it all to project the image that will attract the people you want to work with. Then, think about: Where are those people? And how can you network with them and get in touch with them?
Let me backtrack for just a minute here.
The other thing you want to do is speak their language, not literally like English or Spanish, but you want to speak their language. If you really want to work with athletes, learn the terminology that they’re using. Learn what people do when they’re working out hard. If you want to work with runners, learn about running marathons, and do research on that so you can speak their language in your marketing materials and in your presentation to them. This helps when you go to the gym and talk to that gym owner about networking through their business.
You want to have your ideal client’s terminology down whether it’s golf, other sports or medical conditions. If you want to work with doctors, do your research. Brush up on your anatomy and the different conditions that you want to work on so that, when you go talk to them, they’re really going to feel comfortable with you and comfortable sending their patients to you. It’s about becoming the person that you need to be to attract the clientele you want to attract, whether it’s the very wealthy, athletes, retired people, or entrepreneurial creative types who can book treatments during the week.