Selling to The New Elite

Book description

Based on unprecedented research, The New Elite took a behind-the-scenes look at America’s most powerful and influential class—what motivates them, how they think, where they shop, and how they really spend their money. In this practical and fascinating follow-up, the authors reveal how salespeople and marketers can hone in on this wealthy class, pique their interest, and convert them into loyal customers. Presenting the best practices behind hundreds of mutually satisfying interactions between salespeople and buyers—based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton—Selling to the New Elite reveals what the truly rich want from brands, what they expect from the marketplace, and how the Great Recession has reshaped their purchasing patterns. Loaded with insight and indispensable techniques, this one-of-a-kind guide shows readers everywhere how they can win over the wealthiest customers…and become rich themselves.

Table of contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. List of Figures
  7. List of Tables
  8. Acknowledgments
  9. Introduction
  10. Chapter One The Desire to Acquire
    1. The Essence of Selling: Channeling vs. Creating the Desire to Acquire
    2. The Desire to Acquire . . . Something Nice
    3. So What’s the Problem? The Biggest Challenge in Sales Today
    4. Using the Three Passions to Achieve Sales Success
  11. Chapter Two The Passion of the Salesperson
    1. A Passion for Sales
    2. Case Study: Top Sales Performers on Fifth Avenue
    3. Case Study: Top Sales Performers in a Dallas Luxury Auto Dealership
    4. A Passion for Relationships
    5. The Long History of Passion-Based Selling
    6. Lifestyles of Successful Salespeople
    7. Discover Your Passion and Mold Your Environment
    8. The Next Step
  12. Chapter Three The Passion of the Prospect
    1. The Biggest Myth About the Affluent
    2. The Passion for Family and the “We Need” Economy
    3. Money, Culture, and the Niche Passions
    4. The Arc of Maturation and the Evolution of Passions
    5. The Arc of Maturation and Selling Financial Services
    6. Passion as the Missing Ingredient in Sales
    7. Summing Up
    8. The Next Step
  13. Chapter Four The Passion of the Product
    1. Discovering the Essence of Luxury
    2. The Five Dimensions of Transcendence
    3. The Topography of Excellence
    4. Reports of Luxury’s Death Are Greatly Exaggerated
    5. The Next Step
  14. Chapter Five Theory into Practice: Thirteen Expressions of Passion in Selling
    1. 1. Express the Love of Your Job
    2. 2. Tell Detail-Rich Stories
    3. 3. Discover a Shared Pursuit
    4. 4. Give the Docent’s Tour
    5. 5. Understand Their Ultimate Passion: Family
    6. 6. Satisfy the Passion du Jour: Value
    7. 7. Use the Language of Passion
    8. 8. Understand That Reliability Is “The New Trust”
    9. 9. Create a Ritual of Celebration
    10. 10. Communicate a Compelling Brand Promise
    11. 11. Hone a Compelling Elevator Pitch
    12. 12. Ask Passion-Based Questions
    13. 13. Sell to Happiness
    14. The Next Step
  15. Chapter Six From Passion to Execution
    1. Why Most Sales Programs Fail
    2. Compare Weight Loss to Sales Performance
    3. Seven Principles for Making It Happen
    4. A Final Thought
  16. Appendix Our Methodologies for Studying the Affluent and Wealthy
    1. The Survey of Affluence and Wealth in America
    2. Optimism Continues Its Cautious Return
    3. A Fragile Optimism, Weakened by Stock Market Concerns
    4. Spending Cutbacks Still Prevalent
    5. Finding Strength and Happiness Amid Economic Uncertainty
    6. Key Take-Aways and the Outlook for the Future
    7. The Survey of Affluent Attitudes Toward Salespeople
    8. The Survey of American Attitudes Toward the Wealthy
  17. Notes
  18. Index
  19. About the Authors

Product information

  • Title: Selling to The New Elite
  • Author(s): Stephen KRAUS, James TAYLOR, Doug HARRISON, Chip BESIO
  • Release date: February 2011
  • Publisher(s): AMACOM
  • ISBN: 9780814416549