Attract high end clients—or really any group of clients that you particularly want to work with—to your business.
I have worked with millionaires in resorts for many, many years so I know what these clients are looking for in a massage therapist. Here are some questions to think about.
- Who are your ideal clients comfortable doing business with?
- Who are they comfortable being around?
- 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 someone that a high end client is comfortable calling and talking to—someone 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 or workout gear—something that’s going to make you look and 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, tie-dye shirt, and my Birkenstocks to see a new client at a resort. I’m going to wear khakis and nice top. If you want to work with people that are working with physical therapists or 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 attracts the high end clients you want to work with. Then ask yourself, Where are those people? And how can I network with them? How do I 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 figuratively speak their language. If you really want to work with athletes, learn the terminology they’re using. Learn what people do when they’re working out hard. If you want to work with runners, learn about running marathons. Research so you can speak their language in your marketing materials and in your presentations. This helps when you go to the gym and talk to that gym owner about networking through their business.
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 different conditions that you want to work on so that when you go talk to them, doctors feel comfortable with you and comfortable sending their patients to you. Become the person 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.