Selling to the Affluent

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ISBN: 9780070610491 | 0070610495
Cover: Paperback
Copyright: 8/22/1997

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In this classic of marketing literature, best-selling author Tom Stanley explains the mindset and buying patterns of wealthy individuals. Stanley shows salespeople how to approach this enormously attractive market, open doors, appeal to the "hot buttons" of the affluent, and sell to extremely successful people.He provides insights into different affluent groups including: Business owners Sales professionals Women Asian Americans Retired millionairesStanley also discusses how to sell both tangible products, such as luxury cars and real estate, as well as intangibles, such as financial services.Selling to the Affluentis the most authoritative and comprehensive guide available for selling products and services to the affluent market.

Introduction
What this Book is About	p. 3
What Do the Affluent Need?	p. 3
Two of America's Most Extraordinary Sales Professionals	p. 6
Identifying and Conditioning Affluent Business Owners	p. 7
Prospecting Affluent Sales Professionals	p. 11
Prospecting Affluent Women	p. 13
Prospecting Asian Americans: Becoming an Advocate for Affluent Affiliation Groups	p. 14
Prospecting Successful Authors	p. 14
Selling to Targets on the Move	p. 15
Influencing People Who Influence the Affluent	p. 16
Selling Luxury Automobiles to High-Income Consumers	p. 18
Selling Real Estate to the Affluent	p. 19
Are You an Apostle or Antagonist to the Affluent?	p. 20
Two of America's Most Extraordinary Sales Professionals	p. 21
Daniel F. Kirk: Profile of a Most Extraordinary Sales Professional	p. 21
Two Roads to Expertise	p. 34
When Prospects Are Far from Being Euphoric	p. 38
Targeting the Affluent: Some Overlooked Markets
Identifying and Conditioning Affluent Business Owners	p. 53
Finding Big Ships that Wear Blue Collars	p. 53
The National Fisherman	p. 65
Prospecting the Sales Professional	p. 69
Introduction	p. 69
Capitalize on the Real Needs of High-Income Sales Professionals	p. 70
Pro Forma Prospecting	p. 76
"So, It's Not a Good Time to Talk"	p. 86
Prospecting Affluent Women	p. 91
Affluent Women in America: At Least Two Distinct Segments	p. 91
Esther M. Berger Becomes a Recognized Authority on Women and Money	p. 101
An Encore Performance	p. 119
Prospecting Asian Americans: Becoming an Advocate for Affluent Affiliation Groups	p. 129
Introduction	p. 129
Understanding the Affluent Asian American Market	p. 132
On Becoming an Advocate of Affluent Affinity Groups	p. 143
A Letter to a Frustrated Financial Consultant	p. 146
Pro Forma Postcard Providing Evidence of Being an Advocate	p. 148
Pro Forma News Release Providing Evidence of Being an Advocate	p. 149
Prospecting Successful Authors	p. 152
Introduction	p. 152
Robert Read	p. 154
Suggestions for Mr. Young	p. 173
Keith Called While You Were Out of Town	p. 177
Prospecting for a Special Form of Tuition Refund	p. 183
I Will Miss Him, and Sales Professionals, You Overlooked Him	p. 196
Alarm: Retired and Other Types of Millionaires are Moving into Your Market Area	p. 200
The Bismarck Example	p. 200
Be There First and Be Armed With the Right Message	p. 201
Targeting Affluent Movers Even Before They Move: Greetings from Rancho Mirage	p. 212
Temporarily in Your Neighborhood: Mr. D. Cheers Just Surfaced inside an NBA Convoy	p. 214
Even Superstar Athletes Pay for These Shoes	p. 217
Influencing People Who Influence the Affluent
Introduction	p. 221
Ted's Pro Forma Dialogue	p. 222
Conditioning for the Future	p. 227
Ted Is a Mentor and Promoter	p. 233
Endorsed by the Media	p. 235
So, You Want to Be a Talk-show Host	p. 235
Fred, Can You Send Us One More Article?	p. 236
Follow Fred's Footsteps	p. 242
Addendum to Chapter 9	p. 255
Leverage Your Affluent Targets' Need for Seminars and Speakers	p. 262
No, You're Not Too Young to Persuade the Affluent	p. 262
Susan's Special Brand of Telephone Conditioning	p. 270
More Than Just Speaking about Selling Exclusive Travel Services	p. 276
Selling Tangibles to the Affluent
A Masterpiece of Personal Selling	p. 285
Selling Luxury Automobiles to High-Income Consumers	p. 297
Introduction	p. 297
Hungry Fish and Euphoric Prospects	p. 298
The Spending Frenzy	p. 299
Obsolete Theories of Marketing	p. 300
ESPs Are Proactive	p. 301
Jack, You'll Never Own Another Dinosaur	p. 302
Exploit Their Need to Affiliate	p. 304
An Interview with Mr. Gerhardt Blendstru	p. 305
An Interview with an Ordinary Sales Professional	p. 308
Share This Letter With Your Luxury Automobile Dealers	p. 312
Proactive versus Reactive Selling	p. 328
No Calls for Hungry Fish	p. 330
Public Information	p. 331
Develop Your Own List	p. 333
The Big League Orientation	p. 333
The Low Cost of High Productivity	p. 335
Target by Industry	p. 336
A Winning Portfolio of Sales Professionals	p. 337
Be Perceived as an Expert	p. 339
They Make House Calls!	p. 341
Selling Luxury Cars by the Parade Method	p. 344
John Sells More than Luxury Automobiles	p. 347
Exploiting His List of Targets	p. 355
Focus on the Needs of the Target	p. 358
Conditioning the Prospect	p. 358
Ask for Help from a Ghost	p. 368
Condition Your Manager	p. 369
Follow John's Proactive Methods	p. 372
Selling Real Estate to the Affluent	p. 374
Jackie Spota: A Most Extraordinary Sales Professional of Extraordinary Real Estate	p. 374
How the Affluent Make Decisions	p. 383
Luxury Real Estate for Yachting, Golfing, or as a Reward for Succeeding	p. 395
Communicating with Affluent Prospects Who Are Euphoric because of Recent Recognition by Their Industry	p. 402
Fieldston Confessions	p. 404
Case Studies: The Selling of Services to the Affluent
Apostles versus Antagonists of the Affluent	p. 409
Introduction	p. 409
Contrasts in Atmospheres	p. 411
A Bank that Wins versus One that Loses an Affluent Client	p. 417
Timing the Sales Pitch	p. 420
Prospecting CEOs	p. 427
Two Different Orientations toward the Children of the Affluent	p. 430
Variations in Service among Providers of Surface Transportation	p. 435
Antagonist versus Apostle of a Researcher Who Studies the Affluent Market	p. 449
Swamp Land or Luxury Home Sites: Differences of Perceptions	p. 451
The Real Needs of an Extraordinary Saleswoman	p. 453
What the Affluent Really Need	p. 454
Opportunities among the Blue-Collar Affluent	p. 457
Patronage Opinion Leaders: Responding to Centers of Influence	p. 459
Conditioning Patronage Opinion Leaders	p. 462
Conditioning Those Who Influence Affluent Readers	p. 464
The Spalding School's Country Fair	p. 466
Index	p. 469
Table of Contents provided by Syndetics. All Rights Reserved.

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Selling to the Affluent

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