High-end or affluent design clients are usually those having a net worth of $6 million or more. Would that describe your ideal clients? If so, you need to be aware that though they may share many traits with clients in lower economic brackets, their lives can be very different, along with their attitudes and values. These are important considerations when you are working to establish trust and rapport with them. You need to understand the way they think and how they operate, and how to earn their trust without sacrificing your own values.
Know Your Audience
Before you can develop a relationship and establish trust and rapport with affluent clients, know and understand what is important to them–don’t assume. Understand the differences between affluent clients and other clients with whom you have worked. You want to understand what will get their attention and then, once captured, to be sure you keep it and continue to serve them. Affluent clients are not a monolith, so not every client will be the same. However, the majority of wealthy design clients value efficient communication, strong relationships, and often discretion. Read more about the unique aspects of working with affluent clients here.
Cultivate A Strong Personal Brand
Make sure your personal brand clearly conveys luxury and sophistication to develop rapport with high-end clients. This perception includes all areas of your branding–your website, logo, social media presence, and more. Your brand needs to reflect the affluent market with whom you work or want to work. Often, your digital presence is the first contact prospective affluent clients have with your firm. Be sure it is very professional. First impressions are important to influence their decision to work with you. Use your digital presence as an opportunity to begin to build a sense of trust before they ever contact you. Affluent clients may worry that you will try to completely control the design and take advantage of their wealth over meeting their vision. Use testimonials as an opportunity to reassure them about these worries.
Be sure affluent clients “see” themselves in the images on your website and that they relate to the words or phrases important to them. Focus on the quality rather than the quantity of images in your digital presence. Communicate that you value the privacy of your clients and their individuality. Use the power of suggestion. Suggest a certain kind of sophisticated lifestyle rather than showing it directly. This approach will more readily attract their interest. They will appreciate and be more attracted to a website that is luxury-oriented, but in a way that prioritizes subtlety instead of being in your face.
Clear, Consistent, and Transparent Communication
Establishing trust and rapport starts with transparency and clear, consistent communication. Affluent clients may appreciate and respect your professional expertise, but they are used to being in control. Because they are used to being in charge, they may be demanding and tend to micromanage, viewing you as more of a consultant. Before you agree to accept the job, be sure there is clear communication as to who is managing the contract and making specific decisions. Both parties must be clear about the project’s scope, timeline, and budget. Make sure you always practice active listening, provide accurate billing, and always deliver what you promise. These qualities help to show the professional qualities of your firm. Active listening involves good eye contact, being fully present in the conversation, asking open-ended questions to encourage further responses, and paraphrasing back what has been said for clarity. This will help you with effective communication, but it may have the added benefit of appealing to large egos, if that is something you’re dealing with.
Communication also involves building a personal connection that will expand throughout the design process and often beyond. Don’t be surprised if the affluent client begins to bring you into their circle or offer other non-monetary favors. Every client is different, but making a good impression can lead to a professional friendship, and hopefully to future referrals!
Develop Relationships with Key Professionals
Develop relationships and collaborate with experts in the industry who also serve high-end clients. These experts might be luxury builders, contractors, and high-end real estate agents. In addition, look for opportunities to network with key leaders in the community who serve affluent clients. Just as you want to look for affluent clients who share your firm’s culture, do the same when looking to develop relationships with these key industry experts. The opportunity to work together with some of these industry experts can offer possible referrals as well as expand your affluent market network.
In addition, develop relationships with vendors who serve affluent clients and be sure you remain updated on current materials, trends, and technologies. Take advantage of industry events, workshops, etc., to expand your expertise and help you stay competitive in the affluent market. Continuing to learn and stay current helps to increase trust and rapport with these clients. It also offers opportunities to reach out and stay connected to past clients. And the longer your ongoing relationship, the more likely you are to receive referrals to other ideal clients.
Project Confidence in Your Pricing and Design Process
Your pricing should reflect the value you provide, and it should project professionalism. High-end clients often connect higher prices with greater quality and service. That doesn’t mean the items you select have to be the most expensive. Often, they are more interested in the reasons behind the higher pricing rather than the price itself. That allows you to showcase your expertise by identifying the qualities of the items that you feel fit their needs. You will continue to establish trust by sharing why you feel specific pieces will fit their project and why they are priced as they are. It might be handcrafted, an original, imported, etc. Weave the story around the item, rather than just telling them it’s the best option.
Your services also need to be priced according to the value your firm offers and what makes your firm unique. Be confident in your design expertise and the design process you offer. Focus on what your firm offers and what sets you apart, rather than the fees. If you do an effective job painting the vision for them even before they sign the contract, their first question will usually not be about the cost. Affluent clients are generally willing to pay whatever it takes, but they have no interest in throwing away money. Rather, they are willing to pay a high price for a high-quality service. Be sure you come across as high-quality, and they will be happy to work with you.
Finally, remember that just as not all potential clients are ideal, not all affluent clients are ideal clients either. Identify your ideal affluent client and refine your discovery process to ensure each prospective client is a good fit for your firm. Additionally, the suggestions above should help establish trust and rapport with those clients and set your firm up for long-term success.
Learn more about how to attract and work with affluent clients with our Ultimate Guide to working with affluent clients.