Module 2

How to Move Upmarket

This is the practical module. It answers where wealthy clients come from, how to reach them without connections, and how to raise your prices without losing the income you have.

Start Lesson 1
A marble staircase with a curving balustrade, seen rising toward the light

Why the Number Alone Fails

  1. 2.1 Why a Higher Price Alone Brings Silence Before you raise your price, change your offer, your words, or who sees it. 7 minute read
  2. 2.2 How Fewer Clients Replace Many Count the clients a higher fee needs, then take no more than that number. 6 minute read
  3. 2.3 Which Kind of Wealth Hires Your Trade Aim at one kind first, and write your website for one group inside it. 6 minute read
  4. 2.4 Aim at the Client Who Answers Their Own Email Start with clients who decide for themselves, and leave the households with staff for later. 6 minute read

How You Are Found

  1. 2.5 Where Wealthy Clients Gather in Your Town Map those places in an afternoon, then choose one to keep going back to. 6 minute read
  2. 2.6 You Are Placed in a Tier Before the First Call Make your website and your feed agree with the friend who gave your name. 9 minute read
  3. 2.7 How Word Travels Inside a Wealthy Circle Inside a wealthy circle, every job you do is described to the next client. 7 minute read
  4. 2.8 Why Introductions Work and Cold Outreach Does Not Stop the cold messages, and get your first clients through people who know you. 7 minute read
  5. 2.9 Who Opens the Door Make the people around a wealthy household look good, and never go around them. 8 minute read
  6. 2.10 The Household Decides After You Leave Ask early who else has a say, and send home a note they can read. 7 minute read
  7. 2.11 Wealthy Clients Read Your Posts in Silence Post your judgment on a steady schedule, and count the clients who mention a post. 7 minute read

Getting Into the Room

  1. 2.12 How to Be in the Room Without Working It Give one room a year, do a job there, and wait to be asked. 6 minute read
  2. 2.13 How to Rewrite Your Offer for a Wealthy Client Sell one whole result instead of your hours, and the client stops watching the clock. 8 minute read
  3. 2.14 What to Say When Someone Influential Turns Up Talk about the group's work, not your business, then send one useful name or answer. 7 minute read

Managing the Transition

  1. 2.15 Raise Your Price in Stages Give new clients the new price first, and current clients a date months ahead. 7 minute read
  2. 2.16 When a Client Asks Why Your Price Is Going Up Give the new price, the date, and what the client now gets, then stop. 9 minute read
  3. 2.17 The Dip After a Price Increase Usually Passes Set aside money for the quiet months first, so you can hold the new price. 8 minute read
Next module Who Wealthy Clients Are