February 12, 2020

High-Paying Clients –This supposedly elusive species is much easier to find than you first might think. So why does it feel so hard to find them? 

In this episode we cover:-

  • The mindset shifts YOU need to make around high-paying clients and your pricing to start attracting them to your business.
  • How high-paying clients think and what they’re looking for.
  • Why you’re holding yourself back from attracting high-paying clients right now!

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

High paying clients. Where are they at? In this episode I am going to be showing you how you can find this elusive species.

Hi and welcome to this next episode. I'm Jen Hall, your business positioning coach and market leadership expert. And today we're talking about where to find or how to find high paying clients. So this weekend me and Andy went to London, which was fantastic and we did a lot of things. We did the Dungeons, which was great. We went to see touching the void, which is a fantastic play. Which is about to end. We were very lucky to kind of get in there and sneak in there cause we also didn't preplan to watch that. It was one of those on the moment things and we managed to find tickets. It's honestly such a great and moving play about a climber who ends up falling down a big crevasse. I'm not going to anymore cause I don't want to spoil it, so shush your mouth Jen.

But those books and documentaries and things out there as well. But yeah, it's called touching the void. It was brilliant. Any who I won't ramble on, but the biggest thing we went there for was for Andy's Christmas present, which was to go to the stranger things, secret cinema. Oh my gosh. And again, I can't give too much away. All I can say is you have to go. It's brilliant. When I first heard of the secret cinema, I thought it was some random secret location where you went to go and watch the film, not the case at all. They basically recreate the world. You become part of that. Well, you play a character in that world and you get to explore it interacts with the other characters within it, including the set. They actually recreate the world as if you're in it.

And it's absolutely amazing. Everything is meticulously done to the last detail. And we thought, wow, this is so cool. When I was looking at the price tickets, I was [inaudible] to whether get the VIP or whether to get the the normal and the, and we went, we went VIP. If you do anything, you get VIP. So we've opened the VIP tickets. But once I'd been in there, I started to think, wow, I would have paid a lot more for this. Had I perhaps known a bit more, or perhaps there was a bit more hype around it or the value had been communicated to me. And to be honest, I possibly would've probably paid more from the outset anyhow because it did look good. But obviously once you've price anchored somebody, a particular price points very hard to start charging more for it.

Now that's not to say that I'm suggesting that you shouldn't be raising your prices because in most cases, for a lot of people, they probably should be raising their prices. But the point is that they could have put a higher price in front of me and I probably would have paid it because it was so good. It was worth so much more than what we paid for that ticket. And so that's kind of a myth that I want to bust on the biggest outset is that we can sometimes shit ourselves when it comes to pricing our services where we process certain level and we get people saying yes to it and then suddenly we think, Oh, I can't pay anymore because maybe they won't buy. And it's just not true.

If once you price anchored somebody, they're chuff, they might feel like they've had a bargain or they might not. They might just feel like, yes, that was appropriately priced. But until you actually put a different price in front of them, you don't know whether they would have paid that on or so the retrospective, in hindsight looking back, would you have paid more? Question is always a bit iffy depending on who you ask. The only way you're truly going to find out is by putting these prices up and then watching new people come through the door to see if how they feel about that price. What matters is, is that you are pricing what it is worth, the value of the product that you in the service that you are delivering and that you're not just pricing for what you think people will buy.

You need to charge what it's worth and then communicate the value of that worth to the audience that is going to be buying from you. So that's really key, first of all, to kind of understand that you can't really judge based upon what you're currently doing. And yes, it might be that your services aren't up to scratch or it could be that actually you are over-delivering and your service and it is actually worth a lot more or your owning advertising a certain amount from the outset, charging for that part that you're communicating for. But then on the back end you're doing so much more but still not charging for it and not really seeing that. So there are lots of things that you need to do and look at in your business to make sure that really kind of analyze it to make sure that you are pricing appropriately.

That we can cause our own mindset blocks around would people pay a higher price or not? Based upon our current and current reality and our current experiences. If secret cinema had just put a different price in front of me, I probably would have paid it. I would have paid a higher amount. So have a think about that and make sure that your pricing is spot on to what it is worth, the value that is within that and that you're charging for the transformation, not your time. So now that's kind of off the table. Next thing to say is if you would like to speak to me about working together to create high ticket products to help you with your pricing and to help you to attract and high paying clients, then do you make sure you book a call with me using the link bit.ly/claritycallpodcast.

The link is in the show notes as well. Do you make sure you book a call with me that, and we can chat about how we can be forward and how I might be able to help you to do that. Just like jewels who was selling her health weight loss services for around 300 pounds and struggling who actually raised them to at least 2,500 pounds and that she sold them with more ease than she did at the 300 pound mark. And then of course you've got the likes of David who went from selling his consultancy services for 10,000 pounds to actually selling them for 36,000 pounds and beyond. So it's totally doable at whatever level you are at. It's totally possible for you. I'm very much passionate about these particular topics around selling a high ticket level.

I'm very passionate about it because so many people feel inadequate that they can't do it when apps they absolutely can. And they also feel like that their stock at a particular level that they're at at the moment. And it's pjust not true. You can absolutely uplevel, you can absolutely elevate your position within the market in order to start selling a high ticket product and start getting a new type of clientele who will pay those kinds of process. It's totally possible for you. So if you do that, do make sure you book a call and we can get going. But either way, let's get stuck into the nuts and bolts of today's episode. So I want to bus let another myth which is around finding a high paying clients because that's not necessarily true. It's more around attracting a high paying client, which I'll come onto in just a second.

Now of course we can be a bit smart about it because at the end of the day, your ideal client has to be able to pay you. And so if you're selling at a higher level, then you need to be thinking about, does your ideal client that you're currently targeting have access to funds? Now ultimately, how much money people have is really none of your business at all. Because people have access to money in all kinds of ways and if they really want to find the money, they will. Now, whether that is by asking a family member, whether that's by dipping into the household income, whether that is by getting a loan, I've taken those before. I've put things on credit cards before now. It's not something that I necessarily suggest that people do when in fact is not something I ever do.

I don't have to suggest that people get into debt, but ultimately it is their choice. What they do, and what I'm saying is that whilst you would never suggest these things, because I think that's unethical, I think we also have to realize that it's really none of our business how people get hold of money. If they want to buy something. Ultimately that's their decision and that's up to them what they want to do. In my heart, I don't want anybody to put themselves in a situation that would put them in some kind of financial danger because at the end of the day, I want my clients to be safe. If I knew about it that that was the case and I wouldn't take somebody on because the process in terms of what I'm doing doesn't work. If you're in that survival mode and that where you're worried about money and keeping your head above water financially it's not a great place to be running a business from or starting a business from.

So that's something that is important to me to make sure that people are financially stable if they then choose. I've had a lot of clients who have that who are in a okay position, but they choose to put it on their credit card or they choose to get a loan because they don't really want to dip into the other funds that they have access to. Then again, it is up to them. It has nothing to do with you. It's none of your business. And so you have to accept that people need to make their own choices and their own decisions. And you also have to accept that people do on the whole have access to money in many different ways than what we realize. Not many people have thousands of thousands of pounds lying in the bank just ready to just throw it, throw on something. We're human beings and we want to make sure that what we're spending our money on is important.

And when we don't have it, if it's that important, we will still look at options to see if we can work something out. You have to be smart in terms of, you know, if you're selling a high ticket product, you're not going to be wanting to target people that are on the poverty line because they're just not going to have the funds in order to do that. And again, as I've mentioned in other episodes, it's not particularly ethical to be targeting them as an ideal client anyway. In my eyes, particularly not for high ticket products. They're focusing on the very basics of life at that particular time. They're focusing on roof, saying that they had food on the table and other such things. So unless your helping with, with those types of endeavors and you'll probably be doing that with supporting companies around that industry who helped these people rather than targeting directly as a consumer.

So you can see where I'm going with this. So we want to be beat. We want to be smart about who it is we're targeting. Absolutely. so we want to be thinking about, do they have disposable income or are they at a stable stage of their life where they could have access or find money or get credit, whatever it is. We do have to think about those things as well. And we could all say be smart about where those people might be hanging out. We can look at things like demographics and for instance, we could think about, well actually if we target corporates, they have a lot of cash that they're smashing around where they can, they can spend on various things. Now that's not to say they'll just spend it on anything.

They'll still spend it on the things that they fought will find valuable, but they definitely have the funds to pay you. So again, that would be making a smart strategic move. But it doesn't mean that not everybody wants to work with corporate, so I'm not saying that you have to work with that. But that would be somewhere where you could always be damn sure that they have the funds. And if people aren't buying from you at a high level from corporate, it means that you've not quite delivered on the value and the priority that they have at that time. So it's being smart. Yes. It's not necessarily about finding them. We can be a bit strategic about looking at our ideal client profile. Who are they? Are they someone that would access those kinds of funds? Because the other thing that we would need to look at here is, is how much of a priority is it for them?

Because there are a lot of people that want a lot of things in life. You ask somebody at any financial level whether they want to live in a mansion, everyone's going to say yes, but you know, financially some people that's going to be more viable for some people at a different stage than the people who aren't necessarily at the stage where they're financially stable. If you get what I mean. So we have to look at who are we targeting and what is a priority for them right now. I'll give you another example. Say for instance, I speak to people on calls all of the time and deciding whether the investing in my services is the right thing for them. We talked through the process and what that would involve in the seven or so forth.

And recently I've spoken to a few people that have not been the right fit, financially speaking. And when I say that I'm also talking in a mindset perspective, they might be too new to the process to feel comfortable investing at a higher level. It's too risky for them. So you also have to look at the mindset of the person that you're targeting. And it's different for different industry. But if you look at, for instance my industry where I'm be to be and I tend to work, like I said in a previous episode with businesses who have had clients and they're more stable, I still end up talking to people who are also just starting out as well. And things are a riskier for them at that stage. So we have to think about the mindset of people and where they're at and how willing they are to invest in the thing that you're selling.

Because it might not just be about you, it could also be about themselves and whether they feel that they've got what it takes to make what it is that you're selling work. So that can be across any industry that that applies across the board, not just for business, like business coaches that applies across the board for anybody selling any service. You have to look at the mindset of the particular ideal client that you want to serve. And maybe it's also about saying, Hey, am I targeting the wrong people? Otherwise you could be flogging a bit of a dead horse. You know, if you, if you're selling the wrong product to the wrong ideal client, it's about that alignment and that congruency and that perfect match between the person and the products. Does it work? Or the business and the product or whatever, whoever it is that you're, that you're selling to.

So be smart about it. Look at who it is you're serving. Think about where they could be hanging out. So for instance, corporates is, we just used as an example. They could it be all nicotine. So you're going to find those high paying clients are on LinkedIn. If you're, if you're helping professional women, again, they're gonna find them on LinkedIn. But botched back button, there's a big button. This, it sounds like I'm trying to push everyone over to LinkedIn and to working with businesses and corporates because professional women, because they've all got the money. At the end of the day, the bigger the problem or the bigger the ambition, the more people are willing to pay. So regardless of what I just said almost, and yes, we have to look at where people are at in their journey in life and financially and all of those types of things.

And we have to look at what's most important to look at, what is a priority for this person at the moment. Cause like I said, a lot of people would like to live in a mansion, but that might not be their first priority. Yes, that would be lovely. But right now I can't focus on going in a mansion because I'm having to deal with this other problem that's going on in my life right now that takes precedence over that. So as I said was everybody wants to achieve that goal. It's not necessarily everybody's immediate priority. So we have to look at those immediate priorities. And we have to be covered about agitation, which I've also talked about in a few different episodes around agitating that priority, agitating the impact of not taking action on that priority, agitating the impact of when they do take action on that priority because this is the effect that it's going to have on the rest of their life, their business, their finances, their mental health, their relationships and so and so forth.

So agitation is absolutely key to help them realize the extent of their problem or the extent of their ambition. Because a lot of people get gang caught up in all what problem we're solving as so and so forth. It really does panty the type of business that is solving a bleeding neck issue or either type of business that is helping someone build a bridge to something better. Is it a negative thing that's happening for somebody at the moment ?or actually is it just a real need to grow and move forward? And you have to decide which one of those it is in order to, to know where you need to be placing most prominence on, do you want to be paced place in the prominence on the bleeding neck issue because everyone needs to solve a problem. Absolutely.

But all should we be, if you were more of a build a bridge and helping someone achieve something wonderful, is it more of a prominence on, look, you can you want to do this, let's do this and help to motivate people to put prominence on the ambition and the outcome. We all, like I said, need to focus on both things, but which one are we going to have more of a prominent song? Which one are we going to lean more on? So that is how you find high paying clients. Yes, you can be smart about it. Yes, you can look at demographics. Yes, you can think about strategically about who you're, who you're helping. And where those people might be hanging out. But more importantly, it's recognizing that how much money people have is really none of our business because people will find money if they have to.

If they want to more to the point. It's always, you're focusing on those priorities and those big problems or these big ambitions and you're creating something of high value because then we move on to thinking about the other side of the coin, which is if you are in amongst these people, because you are that everywhere, high paying clients are everywhere. Again, you'd be smart about where to find them. But essentially people that are on LinkedIn are also on Facebook as well. There are people absolutely everywhere who are willing to pay good money for something. But what it is, is making sure that you're doing your part on your side of things to ensure that you can attract those people to you. So you want to ensure that your positioning within the market is spot on. That you are seen as somebody who is not necessarily luxury because that's immediately where people think they have to lean towards.

That's one way of doing it. It's also ensuring that you are a trusted go to expert that has solved this problem before that can absolutely help you get the result that you want, that you are a specialist helping people just like them. So it's really important to look at your own positioning and to also look at how you're articulating the value of that high ticket product that you're putting in front of them because you have to be charging high prices in order for high paying clients to be attracted to you because high paying clients want to pay businesses or people that are the expert, the specialists, and if you're charging prices that don't match that positioning level, people get suspicious. They they're savvy. They start thinking, well hang on a second. If they're only charging this amount, am I going to get what I asked for?

High paying clients don't want to gamble with their money. They want to ensure that they get the results that they need. So you need to think about your own positioning and pricing as part of that. Are you charging a high enough amount to be taken seriously at that level? And are you charging that kind of price? Is that to be taken as a serious go to expert in your field? It doesn't mean you can't also have low ticket offers as well, but you have to make sure that you are seen as that market leader, as a business that is unrivaled in the market. So make sure that you're doing your bit to ensure that you can attract those high paying clients. First stages is creating those high ticket products and making sure that you're charging the right prices. It's then making sure that those products and your messaging is all around helping whoever that ideal client might be with the big problem or with that big ambition that it's, that it's designed for specifically for them and that it's designed around those, one of those two things or both of those things.

Because if you can do that, that's going to pull people out of the woodwork, the people who are committed, the people who don't mind spending out because they know that they are going to do everything they possibly can to get the results. That's the kind of people that you want. You want people who are ready for change and and motivated or ambitious or who have had it with the problem they've had and they they want to get it solved and they don't want to mess about trying to half ass it or trying to do it themselves or trying to find the cheapest deal in order to try and maybe see if it gets done. Because if it doesn't know well, nevermind. You want people who are serious and high paying clients are serious buyers. So you have to be seen as a serious contender in the market to ensure that you can pull those high paying clients out of the woodwork and into your arena.

So I really hope that you enjoy this episode. I sat in the dead and again, if you'd like to chat to me around how to start creating these high ticket products, how to start making sure that your messaging hits the spots that you get. Clarity on that high paying ideal clients on where to find them, how to find them, and all the tips and tricks behind the scenes that do. Make sure that you book a call with me to discuss working together on that. The link is bit.ly/claritycallpodcast. It's been a pleasure speaking to you. Again, if you have any questions or you'd like to reach out and just chat by email, the email is jen@jen-hall.com. Great stuff guys. Really looking forward to speaking to you soon and I'll see you in the next episode.

About the author 

Jennifer Hall

Jen Hall is Business Clarity Coach for Coaches, Consultants & Experts who want to become Unrivalled Go-To Experts.

Jen not only gets you clear on your micro-niche, message and what makes you unique and desirable, but she helps you to define what makes you an irrefutable offer to the market so you can position yourself as a high-end 'must have' option for your prospects.

She is a Multi-Award Winning Speaker and Best Selling Author of Expert Unrivalled.

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