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

Book description

Attract and retain affluent customers and clients

Much has changed since the original The Art of Selling to the Affluent was published. The financial crisis has affected the affluent as well as the less affluent. This book brings you up to date with today's affluent and helps every salesperson understand what adjustments need to be made in order to successfully attract, service, and retain lifelong affluent customers and clients. Completely updated and revised, it is based on The Oechli Institute's latest 2013 comprehensive research.

  • Explains how the financial crisis elevated the level of anxiety and how this has affected major purchase decisions

  • Offers step-by-step guidance on how to navigate the process of overcoming social self-consciousness during the sales process

  • Author Matt Oechsli is one of the leading authorities regarding marketing, selling, servicing, and developing loyalty with affluent clients, and one of the most sought after speakers in the financial services industry

The Art of Selling to the Affluent, 2nd Edition offers a detailed landscape of today's affluent. Put yourself ahead of the competition by knowing how the Great Recession has affected purchasing behavior and where the opportunities are moving forward.

Table of contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Chapter 1: The World of Today’s Affluent
    1. Profile of Today’s Affluent
    2. Affluent Macro Shifts
    3. About This Book
    4. The Research behind This Book: 2012 and 2013 Affluent Purchasing Decision Research
    5. Summary
  6. Chapter 2: The Affluent Mind-Set Shift
    1. Pre- and Postcrisis Decision Making
    2. Pre- and Postcrisis Lifestyles
    3. Summary
  7. Chapter 3: Wowing Today’s Affluent
    1. Your “Wow” Service Experience
    2. Surprise and Delight: A Simple Way to Wow Affluent Clients
    3. The Law of Reciprocity
    4. Uncovering Client Information
    5. Summary
  8. Chapter 4: Affluent Buzz Factor
    1. Hosting an Intimate Client Event
    2. Reasons to Avoid Large-Scale Client Events
    3. Three Objectives
    4. Five Steps to Activate Affluent Buzz via Intimate Events
    5. Intimate Event Planning Form
    6. Social Media
    7. Visibility Campaign
    8. Getting Involved
    9. Social Prospecting
    10. Revisiting Past Opportunities
    11. Beware! Top Five Ways Salespeople Appear Salesy
    12. Summary
  9. Chapter 5: Building Personal Relationships
    1. Referrals versus Introductions
    2. Professional Alliances
    3. Getting Personal
    4. Becoming Social
    5. Cultivate Personal Relationships
    6. The Digital Impact
    7. Keep It Simple and Personal
    8. Summary
  10. Chapter 6: Creating the Right First Impression
    1. The Great Recession’s Impact
    2. The Impact of Environment
    3. The Power of Personal Presence
    4. Exuding Gravitas (Power Pose)
    5. How to Make a Good First Impression
    6. A Handful of Simple Tips
    7. Summary
  11. Chapter 7: Today’s Affluent Female
    1. Teachable Moments
    2. Paradise Lost
    3. The Affluent Female’s “Gift of Gab”
    4. Top Turnoffs
    5. Five Steps to Strengthen Your Relationships with Affluent Women
    6. Female to Female
    7. Connecting
    8. Summary
  12. Chapter 8: The Emerging Affluent
    1. The Generational Divide
    2. Word-of-Mouth Power through Social Media
    3. Decision Making
    4. Communication
    5. Generational Similarities
    6. Summary
  13. Chapter 9: The Amazon Effect
    1. The Apple Experience
    2. Online Research
    3. Summary
  14. Chapter 10: How to Move Upmarket
    1. America on $250,000 a Year
    2. The Working Affluent
    3. Mind-Set
    4. Knowledge
    5. Opportunity
    6. P.S.: Create Opportunities
    7. Worst Fear Exercise
    8. Summary
  15. Chapter 11: Overcoming Affluent Sales Reluctance
    1. Thou Shalt Overcome
    2. Is This a Problem?
    3. Taking Action
    4. Controlling the Devilish Voice of Doubt
    5. Summary
  16. Chapter 12: Maximizing Your Affluent Sales Opportunities
    1. Can You Envision Your Affluent Future?
    2. Closing the Gaps
    3. Activating Your Achievement Cycle
    4. Achievements of the Past
    5. Staying on Your Critical Path
    6. Four Key Traits of Top Affluent Sales Professionals
    7. Summary
  17. Appendix: The 12 Commandments of Affluent Selling
  18. Index

Product information

  • Title: The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers and Clients for Life, 2nd Edition
  • Author(s):
  • Release date: January 2014
  • Publisher(s): Wiley
  • ISBN: 9781118744826