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Jumping Off the Bandwagon

Apr 9, 2008
Phew! Boy, are things getting pricey. If we don't feel it, at least we've noticed it. Food is more expensive because delivering the food has become really expensive because gas prices are insanely inflated because we're heading into summer so that fear of scarcity is being amped up and . . . well, it's pretty darn complicated, isn't it? My point, things are expensive.

Somehow, no one's asking us to tighten our belts and conserve, instead it's our duty to engage in the economy by continuing to spend, spend, spend. But the kind of spending people are doing is more conservative. People are comparing prices, looking for internet deals, using coupons whenever possible. This, in turn, is pinching sales professionals. However, this is not so for sales people who sell to the affluent. The affluent are not pinching pennies, necessarily, and our message needn't be geared towards the bargain hunters and discount shoppers.

As we persuade an affluent clientle, we are not at all involved in the 'discount' or 'value shopper' mentality. Our intention, as it always must be, is to set the frame immediately with our prospects and clients and instill in them the idea that these concepts are inferior, disappointing, substandard and beneath them.

We must instead frame ourselves and our products and services as luxurious, practical, elite, superior, and maybe even throw in that patriotic bit with the stimulating the economy argument. We are working on this higher level and so must market the experience of luxury by attaching that feeling with their highest criteria. If our prospect is an "away from" orientation, we can appeal to a fear of scarcity, but keep in mind that like attracts like and if we put out fear and scarcity, that's what we get back. Instead, by approaching money as the energy that it is, we can guide them to get into continuing to stay in the flow.

So how do we do this? We first of all maintain our premium prices while everyone else is slashing theirs. Do not engage in undermining yourself. We also must maintain the individuality of what we have to offer. As persuaders, we are incredibly unique in that we know exactly what our clients' hot buttons are and how to marry those triggers with our services.

Focusing on word of mouth and referrals as a result of the experience of working with us, is key. We have special knowledge as persuaders, and can most definitely deliver the emotional experience that people are craving in a business (or social or other) interaction. Keeping in mind that everyone, EVERYONE, rich, poor, in between, man, woman, child, EVERYONE wants to feel understood and everyone wants to feel special.

So it is my fervent hope that you will begin to understand that you are worth what you charge and once you believe it, your affluent clients will have no choice but to also fall in line.
About the Author
Kenrick Cleveland teaches techniques to earn the business of wealthy prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.
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