Most marketing rules for the rich are nonsense. They are all techniques of "prominent value" and "focus on quality". In other words, these are all obvious things, and they are said to be the same.
However, Portman lists a more practical list: the five rules of marketing to the rich. In fact, there is only one rule here, and it may be a more important point, at least from my personal experience. These rules are useful when dealing with the rich, whether you want to sell something to them, or are having lunch or interviews with them. I added my own comments after Portman’s five rules:
Rule 1: punctuality. Portman suggested that the sales staff arrive on time (not early, but on time). He also recommends that salespeople be sure to keep conversations within the agreed timeframe. If you have ten minutes left in the original 60 minutes of conversation, then all you can do is to get up and say something.
- In my opinion, this is the golden rule of dealing with the rich: the rich can buy anything, only time can't buy it. Therefore, we must strive to save on the issue of taking up their time.
Rule 2: Don't slap on his things. Don't tell them that your solution is exactly what he needs, or can revolutionize his business. Your words are heard by him, and it is an insult.
- In the eyes of these rich people, the value of your existence is to add to their life or career, or simply sing a song. In short, you can't question them. I would also like to add that it is necessary to take care of the self-sufficiency of the rich – and this is often proportional to their level of wealth.
Rule 3: Put the facts. Portman writes: How can you stand out from your competitors? You can impress them with a lot of information.
- In my opinion, this is the same thing as the law. They don't have time to listen to philosophical thoughts or long stories. They want fast, actionable facts and figures, and they are passed on to them in an efficient way. As for who you are, they really have no interest.
Rule 4: Take notes. Portman said that taking notes is a sign of respect, and it means that if you say something to you, you will remember it for him.
- This is back to the law one. Of course, there is a supplementary explanation for my second rule.
Rule 5: Foresee his needs. When you meet with him, leave him with a concise, practical, regular document summarizing the information you just conveyed.
- I want to add that it helps to discover his personal likes and dislikes and style. If he only pays attention to the data, let the numbers speak; if he is far-sighted, let the macro information go into battle.