Personal Branding Magazine 2012 February Article: How to hunt down the highest-end clients Nagy Krisztina

1. How to Hunt Down the Highest-End Clients
Krisztina Nagy, Global Branding Columnist
Have you ever seen the movie Inside Man? If you are not 100% sure about what a premium consultant looks like, just
watch Jodie Foster as Madeleine White in this movie and try to catch the feeling.
She doesn’t have an advertisement, doesn’t appear in news and doesn’t negotiate the price of her service. However, VIPs find
her easily when they need her services and pay the highest price without any question. How does she do this? She knows
everyone in the highest political and business circles and makes them satisfied clients.
Sometimes people start wondering, “Why don’t I have the same quality clients than James has? Why don’t I earn that much
money?” So, draw a table. Start to collect every tiny parameters about your competitor or model and compare them with yours.
Find the differences between you and him/her, and plan actions to change your business parameters.
Parameters He Me OK? Different? Action
Name James Robert Keen Franklin Bold x Need a middle name to
sound more traditional.
Called (fighter’s name) “The Rat”: refers to his “Belly”: refers to my x Tough... I have to train.
trickiness paunch
Clients call him James Franky x Have to sound more
serious.
Appearance Born in suit Jeans & shirt x Need a stylist.
Car The newest models A brand-new BMW OK -
Contacts Knows everyone Only my former x I have to start going to
colleagues and actual social events.
clients
Business card Name Name x Simplify!
(Title) Company
Phone Title
E-mail
Home Page
Address
Phone
Secrets Maximum discretion You tell everything to x I have to keep my mouth
your wife shut.
Free-time activity Golf with bigwigs Play football with friends x Need golf lessons.
If there is a massive gap between you and your wish, you have to be ready to work and change a lot. You have to spend a lot of
money and time. If you trigger the changes anyway, you have to know a few major difference between working on the one or
another side.
With regular customers, the best way is if you are better then they are (in your field, of course). You have to follow the latest news in
your area. The clients will look up to you because of your knowledge and experience. Your clients come to you because of your
marketing activity.
Working with premium customers is another story. You don’t have to be special. You have to be one of them. You have to follow the
social events where your potential clients turn up. Your clients come to you because they already know you personally or someone
suggested you to them.
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Krisztina Nagyis the first career marketing specialist in Hungary. She is author, consultant and entrepreneur . She has a career marketing blog and
she is also co-author of 5 other mediums (blogs, offline and online magazines).
24 I February 2012 I Personal Branding Magazine