At the 100 Club Monthly Meeting in Slough last week I think everyone in the room felt for David Robinson and his intense frustration. Here’s a guy who is absolutely at the top of his game. One of the best garden designers in the UK he has won lots of medals and awards and he designed the show garden at the Grand Design exhibition recently down at Excel.

David’s frustration is because he’s got so many leads that he can’t possibly fulfil them all…and he’s been thwarted time and time again when he’s tried to take on other designers to work for him – they’re just not up to his exacting standards.

The answer to David’s predicament is, in truth, very straightforward. He needs to put his prices up. A lot.

His services will still be in demand when he’s charging double or treble his current rate. Sure he might get less leads, but those people will pay a chunk of money upfront, they’ll value him more, pay him more AND he’ll actually do less work and be able to pick and choose the jobs he does a lot more. You see David’s’ catering to the affluent market – and the rules are different when you’re selling to wealthier individuals. Much different.

Businesses that market and sell to the affluent are likely to suffer less than most from the prolonged economic down-turn – so you might want give some thought as to how you can sell more to wealthier people. It’s a good place to be right now.

If I’ve stirred an interest then there’s an excellent book that you should invest time and money in. It’s called ‘No B.S. Marketing to the Affluent: The No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich’ by my good friend Dan Kennedy. I highly recommend it.

Oh, and if you want a fabulously designed garden call David. He’s brilliant. Or you can view his website here

Filed under: Uncategorized

Like this post? Subscribe to my RSS feed and get loads more!