Get Client Referrals on Purpose and Not By Accident

<p><span style="font-weight: 400;">For people like me in marketing it is a very unwelcome fact: the higher up the financial food chain you go in search of clientele, the less likely you are to obtain a customer, client, or patient through advertising, direct mail, or other proactive outreach. </span></p> <p><span style="font-weight: 400;">Oprah Winfrey does not look on Google for a chiropractor, nor will she be motivated by a late night TV ad. If she has back pain, she'll reach out to her network for a recommendation.</span></p> <p><span style="font-weight: 400;">To woo affluent clients the best weaponry is by repeatedly offering "bragging rights experiences” to your customer and client base. The hospitality industry has been doing this for years.</span></p> <p><span style="font-weight: 400;">Golf resorts have been dispatching massage therapists to deliver a quick rub to sore shoulders or achy backs between greens. Hilton's super upscale Conrad Hotel introduced the now popular "pillow menu" and individual concierges. Whilst St. Regis, introduced your personal butler.</span></p> <p><span style="font-weight: 400;">You probably don't operate a hotel or a resort, but you can learn a lot from the most upscale of them. The best have committed clientele, unwilling to stay elsewhere unless absolutely unavoidable, and urging their peers and friends to follow their lead. </span></p> <p><span style="font-weight: 400;">Most businesses settle for whatever word-of-mouth advertising or specific referrals they get by accident, but in marketing to the wealthy, it is more vital to get them and each referral is so valuable, that a strategic investment of time and money is warranted. </span></p> <p><span style="font-weight: 400;">There are three main strategies: </span></p> <ol> <li><span style="font-weight: 400;">creating experiences customers are motivated, preferably compelled, to tell others about - that is, being the basis for storytelling </span></li> <li><span style="font-weight: 400;">recognizing and rewarding those who refe