ONLINE COURSE
POSITIONING YOUR
BUSINESS FOR
HNW CLIENTS.
The psychology Luxury Academy uses with luxury brands, applied to your own business: how to set a price affluent clients take seriously, how to say it, and how to find the people who’ll pay it.
The course opens at the end of November.
VIDEOS
SECTIONS
FINISHED WORK
ACCESS
WHO IT IS FOR.
For owners of small and medium businesses who want to work with affluent clients and be paid properly for it, whether it’s just you or you have a team.
Most of what goes wrong with wealthy clients happens in a handful of moments. A client says someone else is cheaper and you find yourself offering a discount. You quote a figure and wish you’d said less. A proposal goes out and nothing comes back. Your best work comes from people who found you by chance, and you can’t see how to meet more of them.
Affluent clients make these decisions in fairly predictable ways, and the course shows you how to work with that: who they compare you with, what makes a price feel right to them, what a discount tells them about you, and how they choose who to hire in the first place. Every module has worked examples from a business that sells a service and one that sells a product.
WHAT YOU FINISH WITH.
Each section has one task. You fill in the section’s worksheet as you watch, and finish with a piece of work for your own business.
01. Setting and Stating Your Price
A price sheet, with your price and the words you’ll use to say it.
02. Matching Your Business to Your Price
A list of what to change on your website and materials.
03. Social Media as a Premium Business
A rewritten LinkedIn profile and a month of planned posts.
04. Finding Affluent Clients
20 people who could introduce you, five already contacted.
05. Selling: From Enquiry to Proposal
Your enquiry questions, proposal template and follow-up.
06. Managing Client Relationships
Client terms covering deposits, payment and extra work.
07. Confidence and Composure
A two-minute recorded introduction to your business and price.
WHAT IT COVERS.
The course covers seven areas: setting, stating and raising your price; making your website, wording and photographs match what you charge; using LinkedIn, Instagram and YouTube; finding affluent clients and being introduced to them; selling, from the first enquiry to the proposal; managing clients once they’ve signed; and how you come across when you explain what you do and what it costs.
There are 43 videos of 6 to 8 minutes each: an opening module, 41 modules in seven sections, and a closing module.
MODULES
How to work out your price, how to say it to a client, and how to raise it.
- Who Your Clients Compare You With
- How to Set Your Price
- Charging for the Result, Not by the Hour
- How to Tell a Client Your Price
- Whether to Put Your Prices on Your Website
- Pricing Extras, Packages and Advance Payments
- How to Raise Your Prices
- Why Discounting Damages Your Business
Whether your website, your words and your photographs match what you charge.
- Premium or Luxury: Which Are You?
- Words to Use and Avoid When Describing Your Work
- Limited Editions, Waiting Lists and Exclusivity
- Making Your Website Match Your Price
- Photographing Your Work
- Using Testimonials When Clients Want Privacy
What to put on LinkedIn, Instagram and YouTube so the right people know what you do.
- Setting Up Your LinkedIn Profile
- Using LinkedIn to Reach Potential Clients
- Using Instagram If Your Work Is Visual
- What to Post
- How Often to Post and Finding the Time
- Using YouTube to Build Authority
How affluent clients find the people they hire, and how to be introduced to them.
- Where Wealthy Clients Find the People They Hire
- How to Get Referrals and Introductions
- Contacting Potential Clients Without Sounding Desperate
- Getting Known When Nobody Knows You Yet
From the first enquiry to the proposal, including what to say when price comes up.
- Screening Out Timewasters
- Whether to Offer a Free Consultation
- The First Meeting with a Client
- Writing a Proposal
- Handling “Someone Else Is Cheaper”
- Handling Requests for a Discount or a Price Breakdown
- Following Up After a Meeting
- What to Do When a Client Goes Quiet
Waiting lists, late payment, extra work, and the clients you’d be better off without.
- Telling a Client They’ll Have to Wait
- Clients Who Pay Late
- Stopping Scope Creep
- Why You Shouldn’t Pitch for Free
- When to Turn Down or Drop a Client
How you come across when you explain what you do and what it costs.
- Dealing with Self-Doubt
- Speaking with Composure
- Explaining What You Do and What It Costs
- Clothes and How You Come Across
CLOSING MODULE
Bringing the seven pieces of work together into a plan for what to do next.
HOW IT WORKS.
The videos can be watched on your phone. The worksheets need a laptop or desktop.
There is one worksheet per section. You download it, fill it in on your own computer and print the finished piece of work as a PDF. Your answers stay on your computer.
The course is self-paced. There is a recommended order, but you can take the sections in any order you like. Set aside about thirty days to do it properly. You have six months’ access.
MEET THE TUTOR
PAUL
RUSSELL.
Paul Russell is a consumer behaviour psychologist who works exclusively in the luxury sector. Since 2012, Luxury Academy has worked with luxury businesses in 24 countries on how wealthy clients decide who to buy from and what to pay. This course takes that work and writes it for owners who sell directly to affluent clients.
TERMS AND PRICE.
- £200 + VAT
- Six months’ access.
- No refunds once you’ve started the course.
- The course opens at the end of November.
QUESTIONS
BEFORE YOU
ENROL.
No. But the course is for businesses that want to work with affluent clients and charge accordingly. If your aim is to sell to as many people as possible at a lower price, it isn’t the right course for you.
There are 43 videos of 6 to 8 minutes, plus one worksheet per section. Set aside about thirty days. It’s self-paced, so you can go faster or slower.
Six months.
ONLINE COURSE
POSITIONING YOUR BUSINESS
FOR HNW CLIENTS.
£200 + VAT. Six months’ access.
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