The Art of Selling to the Affluent: How to Attract, Service and Retain Wealthy Customers and Clients for Lifeby Matt Oechsli
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 clientsbut they are also the most… See more details below
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 clientsbut 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 getand keeptheir 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 clientsfrom 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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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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Most Helpful Customer Reviews
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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.
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.
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.