Support the Rich

A New York politician recently wore a gown to the annual Met gala, attended by celebrities, actors, and politicians, with the message, Tax the Rich. The stunt attracted lots of attention, discussion, and debate. It was a good idea for her agenda, but as a high-end marketer, I suggest you adjust that message to Support the Rich. Prominently display it at your business, so you don’t forget. And I’m not just talking about what’s in their bank account.

To have a successful, thriving business, with premier or luxury offerings, you must have clients who are either rich financially or rich emotionally. It helps if they are from a rich family. They can even be rich temporarily. They qualify if they want to be rich – and just act rich. But you must look for, and cultivate clients with rich minds if you want to grow. Leave tax policy to the politicians. Instead, learn to find, engage, and support the rich with your marketing, extraordinary selling and service, and of course, exceptional products. 

I recently came across a journal of mine, from twenty years ago. It detailed my business plans, activities, observations, and milestones during that time. I was amazed at how many of my notes were associated with engaging with unqualified prospects. Despite being a consultant in luxury, I was spending far too much time with those who did not have “rich minds.” An entrepreneur with a rich mind is focused on engaging with the best ideas and people, continually expanding their vision, and doing all they can to get the best results. They will invest in doing so, repeatedly, and when an unexpected opportunity surfaces, they will find a way to take advantage of it. They have high standards and their business will grow because of it. I know, because this has happened for me.

My twenty-year-old journal notes reflects the frustration and disappointment working with businesses that could not see their own potential, would not invest in advice and guidance, or had little stamina and tenacity when it came to fulfilling their potential. Often what they had in their bank account didn’t matter, as they would commit funds to other things. Being in luxury didn’t matter. They just were not ready to fully exhibit the caliber business they could.

I still encounter many businesses that don’t make the grade, but years later I now understand in my work, I’m dealing with a tiny percentage of the many businesses out there. The number of businesses I interact with, to find the right ones is far more significant. Many businesses will come and go, engaging short term, and take what they can free, but just a few, have the highest-level commitment, vision, and drive to expand and operate at a GRAND scale. My marketing and sales efforts are now engineered to find the few, and not be negatively impacted by the many, who cannot see the light, even when it’s shining in their faces.

There are lessons in this for you. Nothing will make more of a difference to your business than finding and supporting the right clientele. When you encounter someone that you either do not have to explain what the highest-level execution of a product or service is, or at least, is willing to be guided in this direction, you’ve found a client pivotal to your business. These prospects and clients with rich minds, are eager to step up. They are exciting to work with, because you’re not pulled down by a limited vision. The more you have of these, the stronger your business will be in delivering the best.

Now, a word about money bashing. The general population is taught not to like the rich, to believe they cannot be rich, or to downplay money. However, these same people, when given the change, are eager to get as much money as they can, if there’s a way they can. Just listen to folks fantasize about winning the lottery. Better yet, don’t.

Instead focus on the right lessons for your business. Be on the hunt for rich minds every day. Look for those who can see the difference between being average and the best. You want those who are eager to experience a fuller life, and well-crafted products, services, and experiences. I caution you, until you understand fully the challenge of creating a superior business, with superior clientele, and meet this challenge with a well-honed strategy, you will have periods of frustration. Sifting through the unqualified is tiring. Let me assure you, however, there are enough qualified clients out there to make your business prosper.  

To have a strong, prosperous, sustainable business for years to come, you must engineer it, to favor those rich in wallet, but more important, those rich in mind. Support the rich.