The key to lead generation for High Net Worth Individuals (HNWIs) is in understanding their behaviour as consumers. A good starting point is to look at the brands they currently buy from e.g. Apple, Aston Martin, Mercedes, Rolls Royce, Mont Blanc, Rolex etc. Studying these brands will give you valuable insights into what these individuals expect from their buying experiences and how your brand should match these experiences.
The buying behaviours of affluent individuals can be confusing to sales and marketing teams and seem contradictory at times. For instance, they enjoy high-end products but also every-day items.
They like traditional values, meeting in person and are very loyal to a brand that has given them a great service. This is where common misconceptions come to play which in turn produce ineffective communications aimed to this high-end client segment.