Premium clients - Marketing⁺

Premium clients – Marketing⁺ a collection of papers from PlannedSites for SME's

"Figure skates made from kangaroo hide, for example, are premium. The spectators don't know what they're made out of, but some skaters believe they get better performance. They're happy to pay more because they believe they get more." - Seth Godin

There has been an increasing trend in recent times for premium services for wealthy clients. The reasons are, of course, obvious. Wealthy clients need the best advice and can afford it.

We know of a firm of accountants who have a department for their wealthy clients. The Home page of their website has this on it under the heading “Major Private Clients”:

"We are committed to providing clients with innovative and commercial solutions for the management of . . . tax obligations. We provide bespoke tax solutions for high net worth individuals, businesses and trusts. At . . . . . . . we believe that the key to successful and effective tax planning is the careful preparation and implementation of bespoke tailored solutions - planning that meets with the specific commercial objectives and risk profile of the client. Our clients’ range from large owner managed businesses to quoted companies, wealthy individuals, families and trusts. We have a dedicated client service team who have extensive commercial and technical experience in the specialist tax planning environment. To view the services that we offer visit service lines."

The link takes the visitor to a separate section of the site set aside for their wealthy clients. The thrust of the message on this section is of a much more hands-on, proactive service available.

Treating some of your clients in this way has benefits:

• You’re elevating their status
• They're going to have greater feelings of loyalty to you and (the best bit)
• You can charge them more fees

On your website, don't be afraid to offer a premium service, but be careful not to alienate your normal clientele.  Secure login sections of your website can be really beneficial, and allow you to share private data with your clients, which only goes to enhance your relationship.