Alex Hormozi, founder of acquisition.com, shares insights on targeting affluent customers to build a resilient and profitable business. He emphasizes that rich clients pay better and are less demanding, which allows businesses to offer superior services and charge premium prices. Hormozi argues that higher prices lead to increased emotional investment and perceived value from customers, resulting in better outcomes and customer satisfaction. He also discusses the advantages of premium pricing for businesses, including higher profit margins, the ability to reinvest in product and service improvement, and the attraction of top talent. Hormozi advises entrepreneurs to empathize with wealthy clients, understand their problems, and offer fast, convenient solutions. He stresses that selling to the affluent is key to becoming one of them and building a successful, enduring enterprise.
Solving rich people problems allow you to charge rich people prices. They pay better, they're easier to work with, and ultimately, they allow you to build a business that can withstand different seasons and be in a position to succeed.
The quote emphasizes the strategic advantage of solving problems for wealthy clients, as it leads to higher prices and a more durable business model.
One of the biggest secrets that people who make a lot of money have is that they know which type of customer they're trying to sell to. And when people are poor, they tend to sell out of their own wallet. They sell using their perception of what money is.
The quote highlights the importance of understanding and targeting the right customer base, especially those who are not limited by the same financial constraints as the seller.
And so what I want to walk through today is why charging more has five significant benefits to your customers that actually make you a better service provider by charging more money.
Alex Hormozi outlines the five key benefits that come from charging more, which not only benefit the business but also improve the customer experience.
When you charge more money for your products or services, you get an increased emotional investment, right? Because on the flip side, if you decrease your price, people care less about your products and services.
The quote explains how pricing strategies affect customer behavior, with higher prices driving greater emotional investment and care for the product or service.
If you increase their emotional investment, you increase their perceived value. What ends up happening? They actually do get better results.
Alex Hormozi argues that higher prices can lead to better results for customers, as they are more likely to value and engage with the product or service.
When you raise your prices, you actually attract less demanding customers.
The quote suggests that setting higher prices can filter out overly demanding customers, leading to a more manageable and pleasant business experience.
The fifth benefit that your customers will get as a result of raising your prices is that you actually have more money that you can deliver on your promises for.
Alex Hormozi emphasizes that higher prices give businesses the financial capability to fulfill their promises and provide exceptional value to customers.
Now, let's talk about the business side, because there's five significant things that will change when you start raising your prices in the business.
The quote introduces the discussion on how raising prices can positively impact the business itself, beyond just the customer benefits.
It actually increases your perceived value of self. Like, what do you think about when you think about a Walmart versus a Sakswith avenue or a Neiman Marcus, right?
Alex Hormozi discusses how pricing affects the perceived value of a business and its owner, drawing comparisons between high-end and low-cost retail brands.
"If you never have any money left over, you can never reinvest in yourself. You can't reinvest in your employees."
This quote emphasizes the necessity of having financial resources beyond operational costs to invest in personal and employee growth, which is crucial for business development.
"If you have no margin, the best people aren't going to work for you."
This quote highlights that top talent seeks employment with businesses that have the financial stability and growth potential provided by healthy margins.
"When you have extra cash left over, you can reinvest in your product, right?"
The quote explains that financial surplus is critical for funding innovation and product development, which is vital for staying competitive.
"You can attract higher level talent to your business."
This quote underscores the direct relationship between financial health and the ability to hire more skilled and effective employees.
"Increase the conviction of your sales team if you do sell, ever, because think about it, if they're selling the ship product and they see the other guy on the market who's more expensive, the only thing they're going to have is, well, we're a lot cheaper."
This quote points out that sales teams need to believe in the product's value to sell effectively, and high margins can provide this belief.
"Solving rich people problems allow you to charge rich people prices."
Alex Hormozi argues that by addressing the needs of wealthier clients, businesses can justify higher prices, leading to better margins and a more sustainable business model.
"It's a man selling $10,000 purses."
This quote introduces Bernard Arnault as an example of someone who has capitalized on the luxury market, illustrating the potential of targeting high-end consumers.
"There's four distinct positions you can have in any marketplace."
Alex Hormozi breaks down the market into four segments: bargain, best value, premium, and luxury, each with its own pricing strategy and customer experience.
"Rich people have the same problems that poor people do. They just want them solved differently."
This quote conveys that while the nature of problems may be universal, the approach and solutions desired by wealthy clients differ from those of less affluent individuals.
"If you can get 20% returns like clockwork, with virtually no risk, you can tap into literally unlimited money."
Alex Hormozi discusses the appeal of low-risk, high-return investment opportunities to the wealthy, highlighting the potential for significant capital if one can provide such solutions.
"So it was asset-backed loans, and so he was able to get 50% annual returns, but he maxed out that entire market with, like, $20 million of liquidity, that little niche that he had found in business."
The quote explains how the individual made high returns by focusing on a specific niche within the asset-backed loan market, emphasizing the potential of targeted investment strategies.
"Rich people will always pay for speed. And so if you don't have a fast option, or if you look at a marketplace and there's lots of slow stuff, the easiest way to appeal to the rich is just do the same thing in half the time, whatever the service is."
This quote emphasizes the importance of speed in services for affluent clients, suggesting that businesses can differentiate themselves by offering faster options.
"Real talk, when you sell to rich people, the benefits for them are always around. It being the best, not it being the best value, it's not. I want to get the most bang for my buck. I just want the most bang, period."
The quote highlights the difference in selling to affluent clients, who prioritize the best experience over the best value.
"The best thing to do is study luxury brands. If you aren't in an area or you're born in an area that doesn't have a lot of nice stuff, I would highly encourage you to a. At least make a day trip out to the really nice part of town, the nice mall, and walk around the stores there."
This quote suggests that understanding the customer service and experience offered by luxury brands can provide insights into serving affluent clients effectively.
"And so if I had the choice of two businesses where I've got a super messy rack that's sitting there and people just have to clamor and fight over it. Versus the white glove champagne. How can I help you? Experience. I tend to want to serve those types of customers, charge those types of prices, make those types of profits and make those types of promises and deliver on them and work with my employees and team, really smart people who also want to deal with those types of people."
The quote underscores the benefits of targeting affluent customers, such as providing a high-quality service experience, which can lead to a more profitable and satisfying business.
"Rich people have all the money, and so if you want to go get the money, go to where the money is at."
"And so when you sell to rich people, you get to charge rich people prices. They pay better."
"And so what happens is when you deal with richer people, you have way less demanding clients."
These quotes emphasize the strategic advantage of targeting rich customers, as they have the financial capacity to pay for higher-priced offerings and tend to be less demanding, making the business operation smoother and potentially more profitable.
"You either got to go premium or you got to go luxury."
"Luxury is your price is so high, it confers status to the buyer because your brand is strong."
"The most bang for the dollar is best value. And this is where the graveyard of most businesses sit."
Alex Hormozi outlines the importance of choosing the right pricing strategy, highlighting the pitfalls of competing on best value and the benefits of aiming for premium or luxury market segments.
"You have to build your entire business from the ground up, day one, based on having a significant operational advantage."
"The first answer is always, how do I automate it? Not who do I hire or how do I outsource it?"
"There's no advantage to being the second cheapest person in the marketplace, but there is an advantage to being the most expensive."
Alex Hormozi emphasizes the importance of building a business with operational efficiency and prioritizing automation to maintain a competitive edge in low-price markets.
"When you raise the price, you actually increase the quality of your product."
"The researchers pulled off the covers of the wines and showed them that all three wines were the same."
The quotes discuss how pricing can affect customers' perception of value, with the wine experiment serving as evidence that higher prices can lead to a perception of higher quality, even when the products are identical.
"You can reinvest in having a superior experience because you have the excess cash to give them white glove service."
"The biggest cost cutting tactic Henry Ford said he did was that he doubled his minimum wage compared to everybody else."
"A level talent costs twice as much as b level talent, but produces five times the output, ten times, 100 times the output."
Alex Hormozi stresses the importance of reinvesting profits into the business to enhance the product, customer experience, and attract A-level talent, which is more productive and contributes to the business's success.
"A lot of people's prices are a reflection of their value, of themselves."
"It's either free or it's full price. There are no discounts."
"Once you get to a point where people are like, I want more of this, and you can't even satisfy the demand, then you go full price."
These quotes highlight the approach of separating personal self-worth from pricing strategies, advocating for initially offering free services to gain experience and then switching to full pricing once a solid reputation and demand are established.