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The Art of Selling to the Affluent: How to Attract, Service and Retain Wealthy Customers and Clients for Life

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Overview

Obviously, those who earn the most money usually spend the most. They live in the nicest neighborhoods, drive the most expensive cars, eat at the finest restaurants, and have more complex financial and investment needs. For most salespeople, the affluent represent the Holy Grail of prospects. These are the most profitable clients—but they are also the most demanding and enigmatic of customers.

How do the wealthy make their purchasing decisions? What do they expect in a product ...

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Overview

Obviously, those who earn the most money usually spend the most. They live in the nicest neighborhoods, drive the most expensive cars, eat at the finest restaurants, and have more complex financial and investment needs. For most salespeople, the affluent represent the Holy Grail of prospects. These are the most profitable clients—but they are also the most demanding and enigmatic of customers.

How do the wealthy make their purchasing decisions? What do they expect in a product or service? How do you get—and keep—their attention? How do you turn them into loyal customers who'll spread the word about you and your product? The Art of Selling to the Affluent has all the answers to these and many more questions.

This insightful book shows you how to meet the needs of these most particular clients—from the initial contact, to the sales presentation, to providing the level of service and quality they expect, to securing them as long-term customers. Based on extensive research of the buying patterns and expectations of the wealthy, this step-by-step sales guide reveals the secrets of attracting and keeping wealthy clients for life, showing you how to:

  • Grab the attention of wealthy potential customers
  • Understand how the affluent think about and make purchasing decisions
  • Create the right sales environment for attracting high-dollar clients
  • Approach wealthy clients with confidence
  • Build long-term customer relationships with the affluent
  • Use the Internet to connect with your ideal client
  • Provide high-end service cheaply and efficiently
  • And use these secrets to attain a higher standard of living for yourself

The Art of Selling to the Affluent immerses you in the world of wealth so you can better understand how the affluent think and act, uncovering and influencing those critical factors that shape their buying decisions. With proven, step-by-step advice on satisfying and retaining top-dollar clients, this is the ultimate guide for salespeople who must tap the affluent market in order to survive and thrive.

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Product Details

  • ISBN-13: 9780471703235
  • Publisher: Wiley
  • Publication date: 12/28/2004
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.30 (w) x 9.30 (h) x 0.47 (d)

Meet the Author

MATT OECHSLI is the founder and President of The Oechsli Institute, an internationally recognized consulting and research firm with such clients as American Express, Merrill Lynch, Wachovia, Morgan Stanley, and Pioneer Investments. He is a leading authority and much sought-after speaker on how to attract, service, and retain affluent clients and customers.

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Table of Contents

Preface.

Acknowledgments.

CHAPTER 1: The Affluent Opportunity.

CHAPTER 2: Getting into the Affluent Mind.

CHAPTER 3: Creating the Right Sales Environment.

CHAPTER 4: Overcoming Social Self-Consciousness.

CHAPTER 5: Becoming One with the Affluent.

CHAPTER 6: Affluent Finishing School.

CHAPTER 7: Becoming Magnetic.

CHAPTER 8: Becoming Even More Magnetic: Internet Savvy.

CHAPTER 9: Mastering Ritz-Carlton Service and FedEx Efficiency.

CHAPTER 10: The Secret to Affluent Loyalty.

CHAPTER 11: Maximizing Your Affluent Sales Opportunity.

CHAPTER 12: The 12 Commandments of Affluent Selling.

Appendix.

References.

Index.

About the Author.

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Customer Reviews

Average Rating 4.5
( 3 )
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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted July 29, 2005

    Insightful!

    So you want to sell your products or services to wealthy individuals, but you aren't exactly sure how to do it? Don't worry. In many ways, selling to the rich is the same as selling to anyone else you want to convert into a loyal customer, but with a few important twists that might take a little practice. Sure, the wealthy can be more demanding, but the potential return more than justifies the extra effort. Before he distills his techniques down to seven straightforward selling rules that might apply in other circumstances as well, author Matt Oechsli provides survey-generated facts about the wealthy. This book overflows with axioms, 'commandments,' checklists, fill-in-the-blanks, calendar schedule pages, diagrams for business cards and numbered lists. All the sidebars suggest that there is science as well as 'art' in selling to affluent buyers. We recommend this book for its useful insights into the high-stakes business of luxury sales.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 24, 2005

    The battle to sell Luxury!

    This book is AWESOME! I've only been in the car business for 1 year, but the mindset outlined in this book, is exactly what I've needed to excel. I'm only on chapter 5, and my sales are increasing in typically one of our slowest months.

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  • Anonymous

    Posted January 31, 2005

    Very well written. Insightful. Timely.

    I knew that the 'affluent' have a stronghold on what moves and how quickly it turns. I did not know to what degree how largea percentage of the actual items retailed these folks buy. This book delves into this as well as ways to keep them buying from you. Many of the principles outlined are basic common sense ideas yet it is always a great idea to hear others repeat what we already know to further emphasize their importance.

    Was this review helpful? Yes  No   Report this review
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