One Voice: If You're Going to Fish, Go Where the Fish Are Biting
I ran into old pal Michael Hattem of Brentwood Communications at the CAT MBX Conference in Hollywood, Calif. a few days ago (for a full recap of the conference, check out next month’s CustomRetailer). Michael was flying up to a potential client’s house that evening in Monterey.
“I met [the client] at the Pebble Beach Concours d’Elegance in August,” Michael told me. “Our conversation began when she told me that she and her husband had bought a ‘smart home’ two years [ago] in Monterey, and ‘for a supposedly smart home, it sure is dumb.’”
So now, she was flying Michael back up to Monterey, where he was going to troubleshoot for the family, and hopefully walk away with another great client. “If you’re going to fish,” Michael said, “you need to go where the fish are biting.”
While most of us have heard that saying before, it has never been more true than now, especially if you want to meet and do business with the luxury client. The luxury client needs our industry’s products and services, but you have to go where they are to attract them. As CAT co-founder and CEO Brian Barr explained at the CAT MBX Conference, “Spend the couple of hundred bucks to get into events like the Pebble Beach Concourse d’Elegance, the Ft. Lauderdale Yacht show, Kentucky Derby, the Super Bowl, airplane shows ... go where the rich are.”
Brian raised so many great points about finding and working with the wealthy. His sales and marketing manager, Alistair Levine, told a great story about watching the habits of the wealthy when the two were in Monte Carlo. “We were walking past a group of anchor manufacturers at the yacht show,” he explained. “They were doing side-by-side comparisons of the different materials that went into a 50K anchor, versus a 100K anchor.