Why does someone who could have afforded concierge medicine for years suddenly decide to join a practice now?That question may be considerably more valuable than simply defining your ideal patient.In this episode of The Velvet Rope Playbook, I tell the story of David Emmerson, a successful 61-year-old business owner who isn't looking for a new doctor—until one frustrating Tuesday morning causes him to reconsider the way he's been receiving healthcare.You'll discover why marketing the features of concierge medicine may not be enough, how to uncover the circumstances that cause prospective patients to start looking for an alternative, and a simple question you can ask new patients that could give you months of highly relevant marketing ideas.We'll also look at how patient frustrations, physician retirement, life changes, convenience, health priorities and other circumstances can become useful marketing topics—without resorting to fear-based medical marketing.Because “How did you hear about us?” tells you where a new patient came from.“Why now?” tells you why they moved.For more affluent-marketing strategies and information about my books, programs and ways to work with me personally, comment MORE.And be sure to subscribe to The Velvet Rope Playbook wherever you listen to podcasts.#ConciergeMedicine #AffluentMarketing #PrivatePractice #MedicalMarketing
How do you get access to affluent prospects when you don't move in their circles?You may be starting in the wrong place.In this episode of The Velvet Rope Playbook, you'll meet Michael Brennan, a successful business owner who spends a year attending networking events, charity dinners and business organizations trying to meet larger, wealthier clients—with very little to show for it.Then one lunch with a longtime client reveals something Michael had completely overlooked: he was already one relationship away from exactly the people he was trying to meet.You'll discover how to uncover the hidden network inside your existing client base, why “Do you know anybody who needs what I do?” is usually a terrible referral question, what to say instead, and how to identify the handful of people who can provide access to an entire affluent community.We'll also look at how to ask for introductions without making people uncomfortable, why creating a reason for an introduction can work better than asking for a referral, and what to do once somebody finally opens the door.Because you may not need a bigger network.You may need to understand the one you already have.For more practical affluent-marketing strategies and information about my books, programs and ways to work with me personally, comment MORE.And subscribe to The Velvet Rope Playbook wherever you listen.#AffluentMarketing #Networking #HighNetWorthClients #ClientAttraction
There's one question many successful professionals have a surprisingly difficult time answering:What problem do you solve?Ask what they do and the answer comes easily. Wealth management. Architecture. Consulting. Interior design. Concierge medicine.But those are services—not problems.In this episode of The Velvet Rope Playbook, you'll meet Richard Fallon, a successful advisor who thinks he knows exactly what he provides until one simple question forces him to look at his business from his client's perspective.You'll discover how to separate what you do from why someone needs it, a simple exercise for uncovering the problems your best clients actually pay you to solve, and why your clients' own words may be more useful than the polished marketing language on your website.Because your prospect shouldn't have to translate your service into a reason to care.That's your job.For more affluent-marketing strategies and information about my books, programs and ways to work with me personally, comment MORE.And be sure to subscribe to The Velvet Rope Playbook wherever you listen to podcasts.#AffluentMarketing #Positioning #MarketingStrategy #ClientAttraction
You can have the credentials, experience, expertise and results—and still undermine yourself in front of an affluent prospect without realizing you're doing it.Maybe you defend your fee before anyone objects. You offer a less expensive alternative nobody asked for. You over-explain your recommendations. Or you become so eager to land the client that they can sense just how badly you want the business.In this episode of The Velvet Rope Playbook, I explore why self-belief plays such an important role in attracting affluent clients—and the subtle ways a lack of it can sabotage an otherwise excellent sales conversation.You'll hear the story of Alexandra Reed, a highly accomplished landscape designer who discovers that her biggest obstacle isn't her talent, positioning or pricing. It's becoming comfortable occupying the position of authority she's asking her clients to give her.We look at why affluent prospects often use confidence as a proxy for expertise, why you should stop defending your price before anyone questions it, why giving a clear recommendation is more powerful than hiding behind endless options, and why one of the most important changes you can make is replacing “I hope they hire me” with “Are we right for each other?”Self-belief doesn't mean arrogance, swagger or pretending to know something you don't. It means you've done the work, developed the expertise, accumulated the evidence—and finally allowed yourself to believe it.Because when someone is considering writing you a very large check, they're deciding whether they believe in you.It's considerably easier for them to do that when you already do.If you'd like my help becoming more confident in how you position, price and sell what you do to affluent clients, comment COACH for information about working with me personally.And make sure you subscribe to The Velvet Rope Playbook so you don't miss future episodes.#AffluentMarketing #SelfConfidence #HighNetWorthClients #LuxuryMarketing #PersonalBranding
Most people walk into a networking event with the wrong objective: meet as many people as possible.That can leave you with 20 business cards and absolutely nothing else.In this episode of The Velvet Rope Playbook, I tell the story of Richard Hale, an advisor who discovered that the real skill in working a room isn't introducing yourself to everyone. It's creating a small number of conversations people actually remember.You'll learn why three good conversations can be more valuable than 30 introductions, the questions that get people beyond cocktail-party small talk, how to tell whether a group is open to being approached, why you should leave a good conversation before it runs out of steam, and what to do the next morning so the relationship doesn't disappear.Because particularly when you're trying to attract affluent clients, the goal isn't to collect contacts.It's to earn the next conversation.#AffluentMarketing #NetworkingTips #HighNetWorthClients #BusinessDevelopment #RelationshipMarketing