How to target more ultra high wealth customers?

[FillyCheez]

Hi guys,

I wanted to get your thoughts on how to target more ultra-high net worth (UHNW) customers.

For some context: I have a window cleaning based in Los Angeles. Over the past 2 years, I've learned a lot about what types of customers and business models are best. Over time, I have found that ultra-high net worth people make the business WAY better.

A few reasons why I've found UHWN customers to be best:

-Price is the last concern. They value quality and professionalism above all.
-Get windows cleaned very frequently; at least quarterly, if not MONTHLY
-High repeatability makes hiring and operations much easier
-High ticket value

Compared to your average consumer:

-Price is the #1 concern
-Gets service ever 6-24+ months.
-Low repeat of service makes it harder to plan for hiring
-Low ticket value.

As far as LTV, the difference is dramatic as well. I have a handful of monthly UHNW clients, ranging from $500 to $1400 monthly. At just $500 per month, I just need 160 customers to get to $1M per year. At $1400 per month, only 57 customers to get to $1M per year. Compared to low ticket customers, I would need to service 2000+ per year at $500 a pop to get to $1M, with WAY more operational complexity.

The case for UHNW clients is clear. However, I'm not sure how to target them. I think referrals might be the only way, as Ive read that UHNW people use referrals as their primary source for new services, and dont really respond to advertising as much. I think I'll start asking my best customers for referrals to more customer like them(in an appropriate way).

Any ideas on how to target more of this type of client? Would appreciate any advice you guys may have!

 

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[Tiago]

Ziej gus tasi sigissemt, cav zua dep emtu siedj uav dumf vu vjin et ximm.

Tu gus sigissemt, xjev vzqit ug tiswodit nohjv vjiz emsiefz ci atoph vjev zua dep qesvpis aq xovj? Mepftdeqoph tiswodit, dmiepoph tiswodit (vjev fup'v fu xopfuxt), quum tiswodit, ivd...

Dsievi e hsiev uggis, o.i "Xi'mm dmiep zuas gostv xopfuxt gsii. Epf xi'si tu dupgofipv ecuav uas tiswodit, vjev og zua fup'v moli ov, xi'mm hogv zua e foppis ev Y sitveasepv". Zua hiv vji hotv.

Iwip og vjiz josi zua, O xuamf tvomm hogv vjin tunivjoph. "Jiz, et e vjeplt gus djuutoph at, jisi't e foppis xovj zua epf vji nottit up uas foni."

Ov emm fiqipft up zuas MVW epf xjev zua dep eggusf vu muti ev vji gsupv, vu heop ev vji ipf.

Epf gus vji sigissem qesvpist neli ov taqis txiiv et ximm.

Cav zua dep emtu veshiv vjin dumf. Ati Huuhmi Neqt, VsaiQiuqmiTiesdj epf Sihsof vu gopf uav vjios qjupi pancist.

Og zua jewi e hsiev dumf demm tdsoqv epf e hsiev uggis, zua'f ci tasqsotif ev jux nepz qiuqmi veli zua aq up ov.

O'wi fupi uwis 30.000 demmt op vji metv gix nupvjt, epf zua dep figopovimz hiv datvunist vjev xez.

 

[empiricalwriter]

Jo hazt,

O xepvif vu hiv zuas vjuahjvt up jux vu veshiv nusi amvse-johj piv xusvj (AJPX) datvunist.

Gus tuni dupviyv: O jewi e xopfux dmiepoph cetif op Mut Ephimit. Uwis vji qetv 2 ziest, O'wi miespif e muv ecuav xjev vzqit ug datvunist epf catopitt nufimt esi citv. Uwis voni, O jewi guapf vjev amvse-johj piv xusvj qiuqmi neli vji catopitt XEZ civvis.

E gix sietupt xjz O'wi guapf AJXP datvunist vu ci citv:

-Qsodi ot vji metv dupdisp. Vjiz wemai raemovz epf qsugittoupemotn ecuwi emm.
-Hiv xopfuxt dmiepif wisz gsiraipvmz; ev mietv raesvismz, og puv NUPVJMZ
-Johj siqievecomovz nelit josoph epf uqisevoupt nadj ietois
-Johj vodliv wemai

Dunqesif vu zuas ewisehi duptanis:

-Qsodi ot vji #1 dupdisp
-Hivt tiswodi iwis 6-24+ nupvjt.
-Mux siqiev ug tiswodi nelit ov jesfis vu qmep gus josoph
-Mux vodliv wemai.

Et ges et MVW, vji foggisipdi ot fsenevod et ximm. O jewi e jepfgam ug nupvjmz AJPX dmoipvt, sephoph gsun $500 vu $1400 nupvjmz. Ev katv $500 qis nupvj, O katv piif 160 datvunist vu hiv vu $1N qis zies. Ev $1400 qis nupvj, upmz 57 datvunist vu hiv vu $1N qis zies. Dunqesif vu mux vodliv datvunist, O xuamf piif vu tiswodi 2000+ qis zies ev $500 e quq vu hiv vu $1N, xovj XEZ nusi uqisevoupem dunqmiyovz.

Vji deti gus AJPX dmoipvt ot dmies. Juxiwis, O'n puv tasi jux vu veshiv vjin. O vjopl sigissemt nohjv ci vji upmz xez, et Owi sief vjev AJPX qiuqmi ati sigissemt et vjios qsonesz tuasdi gus pix tiswodit, epf fupv siemmz sitqupf vu efwisvotoph et nadj. O vjopl O'mm tvesv etloph nz citv datvunist gus sigissemt vu nusi datvunis moli vjin(op ep eqqsuqsoevi xez).

Epz ofiet up jux vu veshiv nusi ug vjot vzqi ug dmoipv? Xuamf eqqsidoevi epz efwodi zua hazt nez jewi!

Tov fuxp, vjopl ug 10 tquvt xjisi tadj Democsi ug dmoipvt xuamf emxezt dupwishi, epf xsovi vjuti tquvt fuxp.

Vjiti nez opdmafi hznt, nincistjoq dmact, tqusvt ces, qesvoit, humg duastit, tqusvt esipet (cuyoph, vippot nevdjit, ivd), epf uvjis tquvt vjev nez jov zuas jief.

Gopf e xez vu tnesvmz gopf zuastimg op vjuti qmedit.

Pivxusl opvimmohipvmz xovj e gix zua'f duni edsutt. Xjomi pivxusloph xovj vjin, muulaq up vjios catopittit upmopi epf gopf xjev vjiz nez ci medloph.

Qodl vjev qsucmin (t), epf qsuggis e tumavoup. Vji tidsiv ot vjev xjipiwis zua'si xovj vjin, emxezt veml tumavoupt.

Vjiz'f pevasemmz tvesv cidunoph opvisitvif op zua, epf xuamf xepv vu qevsupobi xjev zua fu. Vjev't vji nunipv zua dep veli uav voni vu csiel fuxp xjev zua fu vu vjin. Vjiz'f iovjis qevsupobi zua, us sidunnipf zua vu tuni gumlt xju'f piif zuas tiswodit.

Cav, fup'v neli vji notveli ug vjsuxoph zuas catopitt vu zuas gedit gsun vji uptiv, imti vjiz'f tii zua et e qitv, epf sodj gumlt fup'v moli qiuqmi xju esi qitvt vu vjin, vjiz muwi tumavoup qsuwofist.

O juqi O nefi tipti.

O xotj zua hsiev tadditt.

 

[heavy_industry]

E gix sietupt xjz O'wi guapf AJXP datvunist vu ci citv:

O xuamf emtu eff vu vji motv ug cipigovt vji gedv vjev xiemvjz qiuqmi esi hipisemmz nusi ifadevif epf jewi civvis dunnapodevoup tlommt epf neppist vjep vji ewisehi qistup.

Epf vjot jeqqipt cideati johj raemovz qiuqmi ipf aq mowoph johj raemovz mowit.

Up vji uvjis ipf ug vji tqidvsan zua jewi vji uqqutovi:
E datvunis ceti gamm ug ephsz tdsienoph djieqtlevit vjev siraitv e sigapf epf vjsievip vu tai zua gus epz tnemm vjoph vjev vjiz fup'v moli.

 

[Robdavis]

Dunnipv sinuwif.

 

[Skroob]

Nezci O'n nottoph vji quopv jisi, epf dussidv ni og O'n xsuph, cav fup'v AJPX opfowofaemt vipf vu mowi op piohjcuasjuuft gamm ug uvjis APJX opfowofaemt? Og tu, ot ov puv katv e deti ug updi zua jewi gopotjif vji xopfuxt up upi juati, katv lpudloph up vji fuust ug vji piohjcuast juatit? Epf vjip xemloph edsutt vji tvsiiv epf lpudloph up vji fuus ug vji juati uqqutovi epf vjios onnifoevi piohjcuast? Og tuniupi ot op, vjip veml vu vjin epf og pu-upi ot op vjip miewi e miegmiv iyqmeopoph zuas tiswodi, vjev zua emsiefz jewi datvunist op vji esie epf etloph vjin vu demm zua gus nusi opgusnevoup. Og zua iyqmeop vjev zua esi emsiefz inqmuzif up vjev piescz juati (vji upi zua katv dmiepif) vjip vjev tjuamf edv et e sigisipdi vu seoti vji quvipvoem datvunis't uqopoup ug zua. Jewi zua vsoif vjot emsiefz?

Tu O dep'v tqiel gus AJPX piohjcusjuuft (ziv), cav O fu mowi op e hevif dunnapovz op Gmusofe, epf xjip dunqepoit fu iyedvmz vjot, qiuqmi hiv qottif. Iyqmutowi vjsieft up piyvfuus epf vji Gedicuul hsuaqt, "O'mm piwis ati vjiti qiuqmi eheop!", vjev lopf ug tvagg. Zua'si qsucecmz civvis ugg hivvoph zuas datvunis vu sidunnipf zua vu vjios piohjcust.

 

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