Today, we’re diving into a fascinating topic that every coach and expert should understand: the difference between traditional and premium clients. You’ve probably heard the joke about the $200 client who wants guarantees, full involvement, and a refund policy—and the $2,000 client who simply says, “Just paid. Excited to start.” It’s a generalization, but it perfectly illustrates the mindset difference between these two types of clients.
If you want to work with your dream clients—the ones who are excited to work with you, who show up, do the work, implement your advice, and leave raving reviews—you need to understand the psychology of premium clients. What do they value? What are they looking for? How can you shape your offers, messaging, and brand to attract them? This is the deep work I do with my clients inside Brand Mentorship, and today I’m sharing some of the key insights with you.
Welcome to the Business Mindset Style Podcast
A show for women in business who want to make an impact, grow a profitable online business, and live a rich life filled with freedom and fulfillment. I’m Nina Walder, your host, and I can’t wait to dive into today’s episode.
The Problem with Traditional Marketing
If you’ve studied marketing or been in the business world for a while, you know the “golden standard” has long been to attract as many buyers as possible. Traditional marketing often relies on fear, missed opportunity, and pain-based messaging—shaming or belittling clients into action. And yes, it works. You get clients.
But after working with over 3,000 clients and building my own brand online, I’ve seen that this approach attracts a very specific type of buyer. They buy because you’ve convinced them they have a pain that needs fixing. But often, they become difficult clients—ones who aren’t a pleasure to work with, who don’t show up fully, and who drain your energy.
As a coach or expert, you want to work closely with your people, deliver real results, and create true transformation. That’s hard to do with clients who aren’t truly invested.
The Shift: From “As Many Buyers as Possible” to “The Right Clients at a Premium”
At some point, I realized I didn’t want as many buyers as possible. I wanted the right clients—people who are ready to pay premium for a full transformation, who value my expertise, and who are a joy to work with. To attract these clients, you need to position your work, offers, messaging, and brand differently. Every piece of content you create, every message you share, and every way you show up online attracts a certain type of buyer.
Let’s break down the key differences between traditional and premium clients, so you can start attracting the clients you truly want.
Traditional Clients vs. Premium Clients: A Side-by-Side Comparison
1. Motivation
- Traditional Clients: Motivated by avoiding pain. They want a quick fix, a “medicine” for their problem right now.
- Premium Clients: Motivated by expansion and evolution. They’re looking for their next level, a deep desire to rise to a new identity and achieve big opportunities.
2. Decision Drivers
- Traditional Clients: Driven by price, urgency, and discounts. They want the best deal and need it now. Competing on price turns you into a commodity, not a sought-after expert.
- Premium Clients: Driven by alignment. They see you as the expert who speaks directly to their desires and offers a tailored solution. They focus on long-term ROI and full transformation, not just a quick fix.
3. Time Sensitivity
- Traditional Clients: Will spend time to save money. They’re looking for budget-friendly, DIY solutions—even if it takes longer.
- Premium Clients: Will spend money to save time. They value their time and energy, and are ready to invest in a coach who can help them reach their next level faster, easier, and more enjoyably.
4. Language Resonance
- Traditional Clients: Respond to messaging about struggle, pain, problems, affordability, and urgent needs.
- Premium Clients: Respond to language about refinement, breakthroughs, high-touch support, and next-level expansion.
5. Trust & Buying Signals
- Traditional Clients: Want credentials, testimonials, and validation. They care about where you studied, how many clients you’ve had, and your formal qualifications.
- Premium Clients: Look for embodiment and leadership energy. They want a coach who lives what they teach, who is convicted in their method, and who models the transformation they seek. Of course, client stories and results matter, but your embodiment and leadership are even more important.
If you’re worried about not having enough testimonials or credentials, remember: premium clients care more about your embodiment and results than your degrees.
6. The Offer
- Traditional Clients: Want short, piecemeal, budget-friendly offers that solve a specific pain point. Think: “Fix your CV now” or “Upgrade your dating profile.” These are transactional, not transformational.
- Premium Clients: Want a complete, holistic, high-touch transformation. The offer must be specific, but it should deliver a full, lasting change—like completely overhauling their wardrobe and relationship with their body, or transforming how they show up in relationships.
7. How They See You
- Traditional Clients: See you as a service provider or helper.
- Premium Clients: See you as a strategic partner, guide, and leader on their transformation journey.
8. Energy Exchange
- Traditional Clients: Often needy, draining, and full of objections—before and after the sale. They question your expertise, look for excuses, and resist doing the work.
- Premium Clients: Bring committed, empowering energy. They trust your guidance, do the work, and are a pleasure to work with.
9. Sales Resistance
- Traditional Clients: High resistance. You’ll hear, “I need to think about it,” “I need to talk to my partner,” or “Maybe later.”
- Premium Clients: Low resistance. They say, “I’ve been looking for exactly this,” or “This feels like the right fit.” Even if it’s a stretch, they find the resources and make it happen.
10. Repeat Business & Loyalty
- Traditional Clients: May return, but it’s inconsistent and transactional.
- Premium Clients: Become loyal advocates. They buy everything you offer, come back for more, and build a long-term relationship with you.
Real Stories & Results
I’ve seen this play out with clients from all over the world, in every niche and market. Even in countries where people say, “No one buys premium offers here,” I’ve had clients invest thousands to work with me. It’s not about the market—it’s about how you position yourself and your offer.
In my latest launch of the Brand program, nine out of ten clients were repeat clients. Many had bought every offer I’ve ever created. They know the quality of my work, the high-touch support, and the results I deliver. This is the foundation you want for your business: loyal, aligned, premium clients who come back again and again.
How to Attract Premium Clients
If you want to attract premium clients, you need to:
- Position your brand and offers for full transformation, not just quick fixes.
- Use language that speaks to expansion, breakthroughs, and high-touch support.
- Embody the transformation you offer—be the leader and guide your clients are seeking.
- Focus on building relationships, not just making sales.
This is just a small part of what I teach inside Brand Mentorship. If you want to learn more, message me the word brand on Instagram @nina_walder_. I’ll send you a five-minute overview of my three-step brand method that’s helped me get over 300,000 followers on Instagram, 3,000 clients, and a strong, loyal brand—even when I changed my niche.
I’m also offering complimentary 15-minute calls if you want to see if this could be the right fit for you. It’s a gentle, no-pressure conversation about where you are and where you want to go.
Final Thoughts
I hope this conversation has been helpful! If you loved this episode, please give the podcast five stars on iTunes or Spotify—it helps me know you want more episodes like this. Screenshot and share on Instagram, and tag me so I can see you’re listening!
Have a great day, and I’ll catch you in the next one.
