Financial planner's brain is wide open: where are your high-net-worth customers?

For financial planners, nothing is more important than customers. The quality and quantity of customers directly determine their income, career growth, skill upgrading and pattern vision, and even become the medal of financial planners' career (those famous customers are simply the best advertisements). However, it is really difficult to get customers. The traditional ways of getting customers, such as calling, cross-industry cooperation, participating in activities and forums, are becoming less and less efficient, and often you can't get any clues after a long phone call.

Where to find high-net-worth customers? Speaking of this problem, many financial planners will subconsciously think of golf courses, high-end gyms, high-end salons or private clubs and other places where net worth people spend more. Otherwise, it is an institution such as studying abroad and immigration. How can I put it? The idea is like asking how to make a lot of money. The answer is that seizing opportunities is the same as trying hard, and it is the right nonsense. On the one hand, if you really enter the circle of the rich, you will find that they will go to these places, but not as often as you think. Even if you wait every day, you may not find your customers. On the other hand, if you really want to find high-net-worth customers, you should think about "where will I go" from their standpoint, instead of guessing where they will go from your own perspective.

Another question that cannot be ignored is: What kind of high-net-worth customers are you looking for? Some financial planners may say that as long as they are high-net-worth people, it is useless to divide them so finely. Indeed, for financial planners who are just getting started, only customers choose financial planners, and financial planners have no reason to choose customers. "But all the customers they meet are the best of my customers", and they can fight for one. However, some experienced financial planners will realize that if they don't subdivide their own customer market, even if they try their best to win some customers, they may not be able to successfully transform, because financial planners are a profession that relies heavily on personal style, and the products and services they provide are not completely standardized. What kind of customers you can attract and maintain depends on your field of expertise and your personal style of doing things.

And where did the high net worth people go? Demand has the final say. Only by grasping their needs can we accurately grasp them. If we can jump out of the old concept of focusing only on the consumption needs of high-net-worth customers, we will find that their needs are far more than these.

? Brain hole 1: taste flaunt

? Brain hole 2: prominent position

? Brain hole 3: children's development

? Another worry: the rich among online celebrities

Brain hole 1: taste flaunt

If you pay attention to the circle of friends of high-net-worth customers, you will find that they are often more willing to tell others that they participated in the painting and calligraphy tasting with friends from charitable foundations to raise money for Dashan, rather than basking in what high-end clubs and golf courses they went to. Compared with activities that can be consumed as long as you spend money, activities that combine art, charity and technology can show your taste better. After all, no one wants to give the impression of "nouveau riche" and "rich bumpkin". Having money and goods is the positioning of high net worth people. So, where is the best place for them to flaunt their taste?

Leading the way are art-related auction houses. Undoubtedly, auction is the exclusive game of the rich. It goes without saying that tens of millions of works of art are not acceptable to ordinary people. Usually, the collections of auction houses will be exhibited once before the auction, and they will invite high-net-worth people to visit them. Even if they don't buy the collections, it is a good opportunity for artistic edification. The same is true of well-known galleries, art exhibitions and video exhibitions, which can all be places for high-net-worth people to show off their tastes. So which auction houses are more attractive to high net worth people in China?

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There is also a list of the so-called "Top Ten Auction Houses in China" circulating on the Internet. Although it has been rumored that there is no official organization for certification, it can also be used as a reference. The clients of financial planners may be in the places where these auction houses hold activities.

A sense of science and technology is also a taste. Whether it is Tesla or Weilai Automobile, new car test drive and motorists' club activities will make high-net-worth people flock to it. However, it is worth noting that when financial planners try to get customers along the clue of "taste flaunting", they actually put forward higher requirements for the personal quality of financial planners. Wang Sicong, the national husband, once said that the standard of making friends is not whether there is money, but whether the person is fun or not. Many high-net-worth individuals also hold the idea that financial planners may not necessarily talk about collections, artworks and Kan Kan of science and technology, but they must at least know something and handle basic conversations properly, so as to establish effective communication with potential customers and take the first step to win customers.

Brain hole 2: prominent position

At the end of each year, political and business leaders will attend a "Business Spring Festival Evening". If your entrepreneur client is among them, there is no doubt that his business is very successful. This activity is an annual gathering of cross-border leaders organized by china entrepreneur club-Daonong Association, which has been held in Beijing at the end of each year since 2009. Real-name registration system invited 200 influential people from all walks of life, such as politics, business, culture and sports, and was called "the gathering of elephants". Participating in such activities is the best opportunity for high-net-worth people to show their influence.

Only activities with thresholds can display their status. Although various financial forums and business school activities with lower thresholds seem to be aimed at high-net-worth people, they are not attractive to them. Gates Foundation, prestigious alumni association, luxury fashion activities, jewelry tasting, exhibitions on the closing day of the Forbidden City, etc. can better show their identity, and they are also more willing to participate in activities. Noah wealth and other wealth management organizations have organized such activities for their clients. Whether it is the privilege of visiting the Forbidden City on the closing day or the photo exhibition where internal talents can be invited, it meets the psychological needs of high-net-worth people to be "different".

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Another activity neglected by many financial planners is the activity of the embassy in China. Activities such as the embassy's open day to the public are beyond our discussion. Real high-net-worth people participate in private small-scale activities, which are often linked to art and charity, and can be said to meet the dual needs of "taste+status".

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Brain hole 3: children's development

Adults around children, this phenomenon is not only the normal state of ordinary people, but also the normal state of high net worth people. When it comes to children's development, the first thing that comes to mind may be studying abroad, but if you broaden your mind and follow the idea of "children", high-end private hospitals, high-end parent-child centers, early education centers, parent-child restaurants, children's equestrian clubs and children's drama experience camps will all be treasures for financial planners to find high-net-worth customers.

Another effective way to get customers is to provide internship opportunities for the children of potential customers. In this regard, institutions such as CreditEase Fortune have begun to try.

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Another worry: the rich among online celebrities

Another brain hole for financial planners to find high-net-worth customers may be to reposition your customers. Your customers will really not only be middle-aged male business owners, business executives or professionals aged 40-60 in the future. They are more likely to be 20-35 years old, internet celebrities, fashionistas and Taobao shopkeepers.

According to the data report of CBBC 20 16 China E-commerce Red Man Conference, the output value of red man industry in 20 16 was close to 58 billion RMB, far exceeding the box office amount of 44 billion China films in 20 15. , Lin, Sydney ... Through their social influence, they turned the network celebrity economy into a precise traffic economy and a fan economy. These red people are not only beautiful women with long legs and fair skin, but also new rich people who make millions of dollars a year.

Not only network celebrities, but also wave after wave of content entrepreneurs have gained great wealth from the media content economic fire. Just looking at their advertising fees can give you a glimpse of the amazing high income behind them.

However, customer development in this field is still in a blank state. The annual online celebrity summit of e-commerce, the Super Red Festival in Weibo and the World Online Celebrity Conference may be ideal places for financial planners to meet such online celebrity customers. Because of the unique way of profit and capital flow, the rich among online celebrities are more likely to get customers, if financial planners can tailor their wealth management plans for them. After all, as Bell, a famous American scientist, said, sometimes you need to leave the usual avenue and dive into the forest, and you will definitely find something you have never seen before.