WAIT! — My Clients Are Sophisticated — I Don’t Want to Offer Hokey Discounts and Special Offers!

When I start showing people some of the irresistible offers we have conjured up for our partners, they very often pull back and say something like:

Wait a minute. We are a high-end, sophisticated, old-fashioned (soon to be dead) business. Are you suggesting we offer these over-the-top types of promotions and discounts to our distinguished customers?

Well, actually, YES!

What do you think are some of the key benefits for Ameri- can Express Platinum or Black cardholders, the very elite of the spending scale?

DISCOUNTS, UPGRADES, and BONUSES!

Elite AMEX cardholders are offered discounts on cruises, free upgrades, free companion airline tickets in business class. Extra free room nights, $300 spa gifts, dinner with the ship’s captain. Free limo pick-up to and from the airport, and a $3000 certificate

towards the first month’s private jet rental. And these are just some of the offers I got this month!

The fact is, I almost never get an offer from an American Express partner, ALL OF WHOM are at the PINNACLE of high- end, that does not offer a strong inducement to act now!