The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers and Clients for Life, 2nd Edition

Chapter 4

Affluent Buzz Factor

Hosting a fun event for affluent clients and guests creates the most immediate buzz because it is most likely to be attended and enjoyed by everyone.

—Factoid, 2013 APD Research

Let’s be crystal clear: If Patel can create buzz in affluent circles with the service station described in Chapter 3, everyone is capable of activating affluent buzz.

What’s the difference between wowing affluent clients and starting a buzz? They’re so closely connected that one contributes to the other. Wowing creates buzz. When you surprise and delight an affluent client, the law of reciprocity is activated and good things usually happen. The same is true when you deliver service that goes beyond the expected. Positive word-of-mouth begins, but these conversations occur after the fact—after something triggers a reminder.

Assuming you’re now wowing affluent clients, the question becomes how do you trigger a reminder? The secret to getting clients talking is giving them something to talk about.

To help you generate more buzz, I’ve constructed this chapter around three interrelated methodologies:

1. Intimate events. These enable you to get social with affluent clients and penetrate their spheres of influence.

2. A visibility campaign. This gets you involved in the community, socially or civically, ensuring you are seen with the right people in the right environments.

3. Social media. This magnifies and disseminates the buzz.

If Patel wanted to take the affluent buzz he’s ...