I often hear and see businesses who say “I’m trying to get a more high-end client” and whenever I hear that the hairs on the back of my neck stand up. I say that because of course EVERYONE wants a high-end client because high-end means more money and while that is a good thing, it’s not always the right thing for everyone. That’s not to say a high-end client can’t be a goal for your business, but sometimes you simply aren’t ready for one. Some businesses just starting out want that high-end, higher-paying client and that want isn’t really justified because they haven’t been in business at all or for not very long. I think having a high-end client is something you work towards and earn after getting some experience and doing the lower budget clients first. There are some businesses who out of the gate get that high-end client easily, but those are few and rare. It takes a special businesswoman to do that in my opinion. It really takes time to discover who you are as a business and what kind of client you do want. You might even discover you don’t want to deal with high-end clients because it’s too stressful. Or you might discover you really like doing barn weddings and those aren’t typically high end. Here are some pointers/tips for those wanting higher-end clients:
- GET EXPERIENCE. You can’t just expect to start a business or be in business for a short period of time and get those higher-end clients. You need to earn them by gaining experience in both your craft and as a business owner.
- ESTABLISH YOUR IDEAL CLIENT. You may say you want high-end because you want to make more money, but sometimes higher-end clients mean being in a niche you don’t want to be in. For example, if you are a wedding photographer and love estate and barn weddings than you might have more trouble having high-end clients because they are generally into the museums and ballroom thing. Don’t choose a high-end client for money. Choose an ideal client based on what you want to do and not how much money it brings you. There are high-end clients in every niche, some more than others.
- KNOW YOUR NICHE AND BECOME ESTABLISHED. Once you define what type of clients you want because the best of the best artist in their industry niche and those clients will find you. Maybe you do like barn weddings. Become the BEST at it and the higher-end clients in that niche will find you.
- HAVE A GOOD BRAND. If you don’t have a strong brand you will never break into the higher-end client niche. You need to have a consistent brand by having an established logo, website, blog, packaging, stationery, and email templates. It is so key. No one will take you seriously if you don’t.
- NETWORK. Connect with people already in the niche you want to be in. Go to events. Volunteer to be involved in shoots/events, etc.
I hope this was helpful! Breaking into a higher-end market is hard work! Don’t be discouraged. Keep building your business, making new connections, and refining your craft to be the best of the best.
IMAGE CREDIT: Elizabeth Fogarty Photography
IMAGE CREDITS FROM LEFT TO RIGHT: (1)Styling: Cheers Darling Events (2) Styling: Claire Duran Weddings | Flowers: Intrigue Designs | Makeup: Amie Decker | Hair: Jewel Hair Design (3) Styling: VME Events | Hair & Makeup: Ana Buitrago
This is SO true. “High end” can also mean a change of aesthetic from the middle to upper-middle range clients. High end can also have many different definitions – to some people in some markets, it means a $100,000 budget wedding. To other people and places, “high end” means $1M and up. I think the ultimate challenge – one I’m still working on, by the way – is to define your ideal client “avatar.” What do they drive? Where do they like to vacation? What kinds of jobs do they have? What’s their world view?
Thanks for sharing an insightful, thought-provoking post. 🙂
Thank you!!!