To attract high-paying clients, it is helpful to create positive, emotional connections.
The author John Maxwell once said, “Nothing of significance was ever achieved by an individual acting alone. Look below the surface and you will find that all seemingly solo acts are really team efforts.”
This is true when it comes to attracting high-paying clients. Even solopreneurs have help behind the scenes. They just might issue team members 1099s instead of W-2 forms.
To attract high-paying clients, you must have highly engaged team members who appreciate what you are doing, appreciate their role in what you are doing, and appreciate you as the leader of the tribe.
“Everything is connected,” says author Kimberly Layne. “If you have disgruntled employees and team members, you will have disgruntled clients, and a disgruntled process that will not attract high-paying clients.”
Layne was a top sales executive for such high-profile companies as Boston Scientific, Genpact, and United Healthcare. Today Layne is a professional speaker, podcaster, author and executive coach who is passionate about building connections in the workplace. We met when I helped her edit a book on how leaders connect through better conversations.
Heading back to the office? Layne says what a great opportunity to redefine your culture and create a sense of community, trust, and inclusivity in the workplace. In other words, a highly engaged culture that attracts high-paying clients.
“Here’s the catch, you can’t just say it, write it down, and/or publish it in the company newsletter,” says Layne. “Announcing your new culture won’t create it. You must do it, show it, and become it.”
The process starts with the core values you want for your organization. Core values can be concepts like integrity, generosity, and trust.
For example, are you wanting to create a culture of trust? Layne says this begins with vulnerability and transparency demonstrated by you, the leader.
“Begin by sharing your own angst about being back in the office,” says Layne. “You can say: ‘I feel uncomfortable and a bit awkward having face-to-face meetings, coffee connections, or even sharing lunch.’ Voice what you are feeling.”
Ask each employee how they feel about returning to the office. Start building that new culture by being transparent and vulnerable as a leader. Your actions will demonstrate that it is a safe place for your team to be transparent and vulnerable in the workplace and subsequently in their client interactions.
“The culture you create as a leader will permeate the culture your people create with clients,” says Layne.
To attract high-paying clients, it is helpful to create positive, emotional connections. Discoveries in neuroscience reveal decisions are made in the emotional part of the brain.
“People buy on emotion, not logic; emotion builds connection,” says Layne. “I feel the pandemic has magnified this need to feel connected. Being vulnerable and transparent creates emotion that bonds and connects. Once people like and trust you and your employees, and feel connected, they then use the logic to validate buying from them. Being vulnerable is the most relatable part of ourselves and builds the human emotional connection that is necessary to attract high-paying clients.”
Other great, yet underestimated, actions are gratitude and appreciation.
Simple and specific acknowledgements daily of your employee’s unique efforts puts them in a great head space to be kind, patient, and engaging to attract high paying clients.
“Who doesn’t prefer working and buying from happy people?” says Layne. “Happy attracts happy.”
