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The Art of Selling to the Affluent. How to Attract, Service, and Retain Wealthy Customers and Clients for Life. 2nd Edition

  • ID: 2586683
  • Book
  • 256 Pages
  • John Wiley and Sons Ltd
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Praise for The Art of Selling to the Affluent

"Shockingly professionals are still following the advice of the sales gurus of yesteryear who preached the importance of "asking for referrals". Yet, when is the last time anyone responded to this question by immediately jotting down the name, number, and email address of a good friend or family member? Matt has tapped into the mindset of the affluent helping marketers and sales professionals understand the far more subtle techniques that build long–term loyal clients who happily refer without being asked. The Art of Selling to the Affluent II is an easy read with actionable takeaways. It cements the fact that relationship management strategies combining business and social interactions are the secret to an endless source of introductions."
Susan Theder, Chief Marketing Officer, Cetera Financial Group

"As a former sales trainer of a Fortune 500 company and currently the president of a company that consults with firms who are attempting to sell their services to the government, it is rare that I read a book on sales that tells me anything I don′t already know. The Art of Selling to the Affluent II is a definite exception of the rule. Matt Oechsli not only understands sales at a granular level, he′s done his homework on the affluent consumer. This book will become a core part of every sales training curriculum that is targeting the affluent."
David Claiborne, President, Winning Proposals

"Love, love, love this book! Thank you Matt, you did it again. Relevant, insightful, practical ways to fine tune our practice to best serve today′s affluent client."
Jo–Ann Sloan, Managing Broker, Premier Sotheby′s International Realty, and National Real Estate Sales Trainer

"Matt Oechsli does it again! With the Great Recession creating a ′new normal′ nothing is more important than staying current with how people with wealth make major purchasing decisions. The fact that everything contained in these chapters is based on current research, set′s this book apart. Like Oechsli′s previous book, this is a must read for anyone attempting to sell anything to today′s affluent consumer."
Rich Santos, Group Publisher, Wealthmanagement.com, the digital resource for REP. and Trusts & Estates

"Matt Oechsli delivers strategic and tactical tools throughout this book that will enable those who compete in the affluent/high net–worth space to participate with an edge."
Tim McKinney, VP ADT Security Services, Custom Home

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Chapter 1 The World of Today s Affluent 1

Profile of Today s Affluent 5

Affluent Macro Shifts 7

About This Book 8

The Research behind This Book: 2012 and 2013

Affluent Purchasing Decision Research 12

Summary 13

Chapter 2 The Affluent Mind–Set Shift 15

Pre– and Postcrisis Decision Making 21

Pre– and Postcrisis Lifestyles 23

Summary 24

Chapter 3 Wowing Today s Affluent 27

Your Wow Service Experience 30

Surprise and Delight: A Simple Way to Wow Affluent Clients 31

The Law of Reciprocity 32

Uncovering Client Information 34

Summary 39

Chapter 4 Affluent Buzz Factor 41

Hosting an Intimate Client Event 45

Reasons to Avoid Large–Scale Client Events 46

Three Objectives 48

Five Steps to Activate Affluent Buzz via

Intimate Events 50

Intimate Event Planning Form 55

Social Media 58

Visibility Campaign 61

Getting Involved 62

Social Prospecting 64

Revisiting Past Opportunities 66

Beware! Top Five Ways Salespeople

Appear Salesy 67

Summary 70

Chapter 5 Building Personal Relationships 73

Referrals versus Introductions 77

Professional Alliances 81

Getting Personal 83

Becoming Social 85

Cultivate Personal Relationships 87

The Digital Impact 88

Keep It Simple and Personal 91

Summary 93

Chapter 6 Creating the Right First Impression 95

The Great Recession s Impact 97

The Impact of Environment 99

The Power of Personal Presence 100

Exuding Gravitas (Power Pose) 101

How to Make a Good First Impression 103

A Handful of Simple Tips 105

Summary 112

Chapter 7 Today s Affluent Female 115

Teachable Moments 118

Paradise Lost 121

The Affluent Female s Gift of Gab 124

Top Turnoffs 125

Five Steps to Strengthen Your Relationships with Affluent Women 126

Female to Female 127

Connecting 128

Summary 129

Chapter 8 The Emerging Affluent 131

The Generational Divide 133

Word–of–Mouth Power through Social Media 135

Decision Making 136

Communication 139

Generational Similarities 141

Summary 142

Chapter 9 The Amazon Effect 145

The Apple Experience 150

Online Research 151

Summary 158

Chapter 10 How to Move Upmarket 161

America on $250,000 a Year 166

The Working Affluent 168

Mind–Set 169

Knowledge 170

Opportunity 171

P.S.: Create Opportunities 171

Worst Fear Exercise 172

Summary 174

Chapter 11 Overcoming Affluent Sales Reluctance 175

Thou Shalt Overcome 178

Is This a Problem? 179

Taking Action 180

Controlling the Devilish Voice of Doubt 183

Summary 190

Chapter 12 Maximizing Your Affluent Sales Opportunities 193

Can You Envision Your Affluent Future? 197

Closing the Gaps 199

Activating Your Achievement Cycle 201

Achievements of the Past 202

Staying on Your Critical Path 206

Four Key Traits of Top Affluent

Sales Professionals 212

Summary 216

Appendix: The 12 Commandments of Affluent Selling 219

Index 235

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Matt Oechsli
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