Engaging with
High Net Worth Clients
Duration
Two Days.
Classroom style training, onsite at client location for upto 20 staff members.
Overview
Interacting and engaging with high net worth and affluent clients in a sales environment.
Suitability
Customer facing staff at all levels, including supervisors and managers.
As a brand, you need to look, speak and fit the HNWIs high expectations, matching what they are used to seeing. HNWIs are loyal when given a positive experience and are happy to refer you to their circle of friends, colleagues and influence.
Paul Russell
Co-founder - Luxury Academy London
Insights into high net worth clients
It does not matter what you sell, whether it is luxury cars, luxury properties or a luxury service, targeting high net worth individuals (HNWIs) is a completely different game than attracting prospects in general.
This group are highly skilled, digitally savvy and spend a lot of time online, they’re well-read and extremely selective on which brands they share their personal information with, when sharing on social media or online in general.
This informative training will give your team insights and actionable steps they can take to build relationships, engage and generate leads from High Net Worth Individuals.
Understanding HNWI Behaviour
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.
Look, Speak and Fit the Part
As a brand, you need to look, speak and fit the HNWIs high expectations, matching what they are used to seeing. Understand your current customer base to ensure that this is your target customer before creating your personas, segmenting your lists, re-designing your client journey and building your culture of luxury.
These individuals might raise the bar for businesses with regard to their high expectations but being very digitally skilled and online daily, they are easier to reach than ever before. Additionally, once onboard, HNWIs are loyal to those who’ve given them a positive experience and they are happy to refer you to their friends and colleagues
Polished, Professional and In Control
In this programme for luxury professionals, we will guide your team to explore every component of luxury sales, immersing them in the world of wealth so they can better understand how the affluent think and act and understand the critical factors that shape their buying decisions.
To be treated as an expert, you must first act like an expert and the Engaging with High Net Worth Clients programme will ensure your team leave polished, professional and in control.
Course Outline
- Categories of HNWI
- Defining a Luxury Customer
- Developing Relationships
- Engaging Effectively
- Luxury Expert Selling Approach
- Negotiating with HNW Clients
- Etiquette and Behaviour
- Expectations of the HNW Client
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