In the beginning, all you think about is how you will get new customers.
The thought of attracting high-profile customers rarely crosses your mind. In order to make your product or service more appealing, all you need to do is attract more potential customers.
Even though gaining new customers takes time and effort, your profits grow slowly as you go along.
What does your problem seem to be?
Your failure to attract high-end clients may be one of the reasons!
It’s not just you. In 50% of cases, businesses do not meet their revenue targets. A lack of commitment to achieving an increase in average sales price accounts for only 21% of underperforming companies.
Your whole business strategy – including brand positioning, marketing, and sales campaigns – must be revisited and adjusted to close larger deals.
I want to emphasize one thing before I go any further: low-ticket customers aren’t bad customers! Your business growth ambitions might not match this product.
Customers with high-ends vs. low-profiles
The choice is between driving many low-ticket conversions or generating some high-end sales.
Your product or service will be presented differently based on the model you choose.
You use the cost of your product/service as one of your key competitive advantages when focusing on low-ticket customers.
A high-end customer is different from a low-end customer.
Here is an example we can consider.
Suppose you own a SaaS company. By working with just two high-end customers, you can attract, convert, and support far fewer high-end customers than by working with 20 who will pay €1,000 per year. Are there any possible pitfalls?
You’d lose €19,00 if you lost one customer in the first scenario. Compared to the first model, the second model doesn’t offer as much security: after one customer bails out, you’ll only have €10,000 left.
You will be able to minimize risks and concentrate on growing your business steadily if you have a system that delivers quality leads regularly.
A 10-step guide to landing a high-end customer
Your company needs to tweak some of its typical activities and behaviors if it wants to attract higher-revenue customers. You can land higher paying customers by following these strategies
1. Determine which prospects are most likely to succeed
A company’s offering is defined by the type of prospects it is likely to attract.
Depending on who you want to reach with your campaign, you’ll need a different marketing and sales strategy. In order to attract high-end prospects, you must build ideal customer profiles (ICPs).
The following questions can be used to build up new customer profiles for high-end customers:
- How big is the company I would like to serve as my ideal customer?
- Where does your point of contact sit within the organization?
- How do companies of this type deal with their key pain points?
- When it comes to decision-making, how many stakeholders are involved?
- In what way are you better able to solve their problem than their internal resources?
- Can you tell me how much experience they have in this area? Is there anything else they need to know?
Your campaigns can now be tailored to meet the needs and priorities that a high-end customer has with a clearly defined customer profile.
2. Ensure your content targets your ideal prospects
With your marketing campaigns, it’s tempting to target a wide audience.
Getting more customers might seem to be as simple as reaching more people. It’s the exact opposite in reality.
Have you ever run a blog? Keep your ideal buyer personas’ interests and needs in mind. The Forrester survey revealed that 63% of buyers ignore irrelevant content.
When your target audience has extensive knowledge of a subject or product, don’t create “how-to” guides for beginners.
Your reach will be confined by focusing on a very specific niche, but you are more likely to reach the few highly profitable C-level experts.
3. The key to success is branding
Getting to the next level means facing different opponents than you usually do.
In the enterprise-level market, there are big brands that aren’t looking for bargains.
High-paying audiences have been attracted by the brand’s reputation in the niche.
Your brand must be strong in order to compete for their attention.
Revenue is increased by 23% when brands are consistent across digital channels. Yet only 15% of companies can say their brands are well known.
In today’s market, almost all B2B companies have beautiful, well-designed websites, so how well you present what you offer doesn’t matter much to prospects.
A brand’s trustworthiness is essential to 81% of customers.
Consistency in brand image is what matters. The following steps will help you achieve it:
- The voice of your brand needs to be developed.
- Make your brand identity memorable.
- Make sure your content reflects your values.
- Appreciate your employees.
4. Share customer studies and display the logos of top customers
It matters not how high or how low the ticket is for a customer, but how social proof influences them.
Let your past and current customers speak for you about your quality. Displaying the logos of your customers on your website is an easy way to offer social proof.
Although capturing enterprise customer testimonials for your website or sharing a short quote takes time and effort. But displaying their logo is a lot easier, isn’t it?
Using customer logos on the company website, Voices.com’s conversion rate increased from 5% to 22%.
Sharing case studies is another option. Your prospects will be able to relate to a success story that you share.
Case studies generate leads that convert for 20% of B2B marketers today. Your case studies should demonstrate how your product or service has improved your buyers’ businesses by offering value.
It’s never too much when it comes to promoting a good success story. Use it on your website, post it on social media, and include it in your sales outreach email.
5. Filter out irrelevant leads with a contact form
Keep in mind that you have the choice of working with whomever you wish. Hence, you shouldn’t be scared to ignore low-ticket leads in favor of high-paying leads.
Adding a qualifying step to your contact form is the best way to identify whether or not a lead is your ideal customer4
How important is company size, employee count, or marketing budget to you? By asking this question, you’ll be able to determine whether they correspond to your “high-end” ICPs.
6. Lead score
Incoming leads should be scored and prioritized once you receive the first pieces of data on them.
It is best to follow up with new leads within five minutes of their creation. You risk losing your high-end customers to a more nimble rival if you don’t get back to them within this timeframe or within an hour.
When you receive dozens of submissions every day, how can you keep up with everyone? To qualify leads automatically, you need a powerful CRM tool or a set of criteria.
A prospect’s fit with your business is usually determined by the following factors:
- The industry of the company
- The size of the company
- The role of the contact
- The location of the company
- They are facing a problem
Lead generation forms can include relevant questions.
7. Reach out to potential customers
Here’s what I’m going to say. The marketing department cannot do it on its own without the sales department’s help.
B2B leads aren’t easy to generate with just a website. Your ICP will probably not be met by most site visitors or leads.
A very high quality lead makes up only 7% of all marketing leads. Typically, blog readers and eBook requesters aren’t the ones who make the decisions. In order to get high-end customers, your business strategy should include sales outreach.
Taking the initiative with sales outreach will help speed up the process and let you work with companies you’re interested in. Using LinkedIn Sales Navigator, you can quickly find companies and people that match your criteria, either manually or automatically.
An InMail from LinkedIn earns a response rate of 10-25%, which is three times higher than an email campaign.
Maintaining contact with prospects through LinkedIn or email is a good practice, but don’t overdo it. Right in your first outreach message, invite them to schedule a call.
8. Create a proposal template that looks professional
In one sense, it is extremely time-consuming to create a sales proposal each time you negotiate with a new prospect.
In contrast, a poorly designed generic proposal template will not work for anyone (and everyone will feel the same).
You can create a template where your company’s vision is briefly introduced and leave blank space for the prospect to customize the proposal based on their needs.
It is typical for you to have a very good understanding of the challenges and goals of the potential client when you send out a proposal.
Tell them how your company will help them reach their goals by focusing on this information. Describe the amazing features and services you’ll provide, but don’t simply list them.
9. Develop high-end customer knowledge
Getting to know low-ticket customers and high-end customers means looking at their problems differently.
Low-ticket prospects focus on getting things done at the lowest possible cost, unlike high-end prospects who won’t compromise quality.
Offer a proactive solution to enterprise-level company problems. Demonstrate your expertise to high-end prospects so that they’ll want to work with you.
Prior to a sales call, conduct thorough research on the subject. No matter whether you’ve never worked with a company in a particular niche, it’s important to control the call from the very beginning by setting the agenda.
10. Be a brand ambassador by training your sales team
Your marketing materials will only attract a small percentage of high-end prospects. It is your salespeople who will convince (or not) the vast majority of customers.
The brand voice and values should be shared by your sales representatives! All the efforts you’ve put into building a consistent brand image would be in vain if your employees aren’t trained to speak the language of your brand.
Having your communication strategy documented, scheduling regular workshops, and encouraging people to speak up about your brand values are all helpful for turning your sales team into brand ambassadors.
It’s not just about raising prices to attract high-end customers.
That’s not all it is!
Building a brand, proactive outreach, and prioritizing your big customers are key to providing real value. Aiming for a bigger chunk of revenue means losing a lot of low-ticket deals, but it’s necessary to win high-end deals.