Selling to the Affluent
Published on 5. September 2019
494 pages
978-0-7953-2599-1 (ISBN)
Description
In the best-selling classic The Millionaire Next Door, Dr. Thomas Stanley showed his readers where to look for the wealthy. In Selling to the Affluent, he shows us how to persuade them. This book provides an insightful roadmap of the motivations and purchasing patterns of the affluent-and delivers a strategy for salespeople to leverage that information to best advantage. This book outlines all phases of the sales process, from approaching wealthy prospects to pinpointing their wants and needs-frequently different from those of less affluent markets-and selling both tangible and intangible products. It profiles several key demographics within the wealthy subset-including business owners, men and women, and the retired. It's the most detailed and inclusive manual on the market for selling to the wealthy.
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Thomas Stanley
Selling to the Affluent
Book
10/1997
McGraw-Hill Professional
€30.50
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Thomas J. Stanley is regarded as America's foremost authority and researcher of the affluent in the United States and has authored several well-regarded, award winning books on the subject.
He is the author of The Millionaire Next Door as well as The Millionaire Mind. In total, these books spent more than 170 weeks on the New York Times Best Seller list. His title The Millionaire Next Door was selected as a finalist for the business book of the year by the Independent Publishers Association and was on several business best seller lists. In total, over three million copies of Dr. Stanley's books have been sold worldwide.
Content
- Intro
- Title Page
- Copyright
- Dedication
- PREFACE
- ACKNOWLEDGMENTS
- CONTENTS
- PART 1: INTRODUCTION
- 1 WHAT THIS BOOK IS ABOUT
- What Do the Affluent Need?
- Two of America's Most Extraordinary Sales Professionals
- Identifying and Conditioning Affluent Business Owners
- Prospecting Affluent Sales Professionals
- Prospecting Affluent Women
- Prospecting Asian Americans: Becoming an Advocate for Affluent Affiliation Groups
- Prospecting Successful Authors
- Selling to Targets on the Move
- Influencing People Who Influence the Affluent
- Selling Luxury Automobiles to High-Income Consumers
- Selling Real Estate to the Affluent
- Are You an Apostle or Antagonist to the Affluent?
- 2 TWO OF AMERICA'S MOST EXTRAORDINARY SALES PROFESSIONALS
- Daniel F. Kirk: Profile of a Most Extraordinary Sales Professional
- Two Roads to Expertise
- When Prospects Are Far from Being Euphoric
- PART 2: TARGETING THE AFFLUENT: SOME OVERLOOKED MARKETS
- 3 IDENTIFYING AND CONDITIONING AFFLUENT BUSINESS OWNERS
- Finding Big Ships that Wear Blue Collars
- The National Fisherman
- 4 PROSPECTING THE SALES PROFESSIONAL
- Introduction
- Capitalize on the Real Needs of High-Income Sales Professionals
- Pro Forma Prospecting
- "So, It's Not a Good Time to Talk"
- 5 PROSPECTING AFFLUENT WOMEN
- Affluent Women in America: At Least Two Distinct Segments
- Esther M. Berger Becomes a Recognized Authority on Women and Money
- An Encore Performance by Roger Thomas
- 6 PROSPECTING ASIAN AMERICANS: BECOMING AN ADVOCATE FOR AFFLUENT AFFILIATION GROUPS
- Introduction
- Understanding the Affluent Asian American Market
- On Becoming an Advocate of Affluent Affinity Groups
- A Letter to a Frustrated Financial Consultant
- Pro Forma Postcard Providing Evidence of Being an Advocate
- Pro Forma News Release Providing Evidence of Being an Advocate
- 7 PROSPECTING SUCCESSFUL AUTHORS
- Introduction
- Robert Read
- Suggestions for Mr. Young
- Keith Called While You Were Out of Town
- Prospecting for a Special Form of Tuition Refund
- I Will Miss Him, and Sales Professionals, You Overlooked Him
- 8 ALARM: RETIRED AND OTHER TYPES OF MILLIONAIRES ARE MOVING INTO YOUR MARKET AREA
- The Bismarck Example
- Be There First and Be Armed With the Right Message
- Targeting Affluent Movers Even Before They Move: Greetings from Rancho Mirage
- Temporarily in Your Neighborhood: Mr. D. Cheers Just Surfaced inside an NBA Convoy
- Even Superstar Athletes Pay for These Shoes
- PART 3: INFLUENCING PEOPLE WHO INFLUENCE THE AFFLUENT
- INTRODUCTION
- Ted's Pro Forma Dialogue
- Conditioning for the Future
- Ted Is a Mentor and Promoter
- 9 ENDORSED BY THE MEDIA
- So, You Want to Be a Talk-show Host
- Fred, Can You Send Us One More Article?
- Follow Fred's Footsteps
- Addendum to Chapter 9
- 10 LEVERAGE YOUR AFFLUENT TARGETS' NEED FOR SEMINARS AND SPEAKERS
- No, You're Not Too Young to Persuade the Affluent
- Susan's Special Brand of Telephone Conditioning
- More Than Just Speaking about Selling Exclusive Travel Services
- PART 4: SELLING TANGIBLES TO THE AFFLUENT
- INTRODUCTION: A MASTERPIECE OF PERSONAL SELLING
- 11 SELLING LUXURY AUTOMOBILES TO HIGH-INCOME CONSUMERS
- Introduction
- Hungry Fish and Euphoric Prospects
- The Spending Frenzy
- Obsolete Theories of Marketing
- ESPs Are Proactive
- Jack, You'll Never Own Another Dinosaur
- Exploit Their Need to Affiliate
- An Interview with Mr. Gerhardt Blendstru
- An Interview with an Ordinary Sales Professional
- Share This Letter With Your Luxury Automobile Dealers
- Proactive versus Reactive Selling
- No Calls for Hungry Fish
- Public Information
- Develop Your Own List
- The Big League Orientation
- The Low Cost of High Productivity
- Target by Industry
- A Winning Portfolio of Sales Professionals
- Be Perceived as an Expert
- They Make House Calls!
- Selling Luxury Cars by the Parade Method
- John Sells More than Luxury Automobiles
- Exploiting His List of Targets
- Focus on the Needs of the Target
- Conditioning the Prospect
- Ask for Help from a Ghost
- Condition Your Manager
- Follow John's Proactive Methods
- 12 SELLING REAL ESTATE TO THE AFFLUENT
- Jackie Spota: A Most Extraordinary Sales Professional of Extraordinary Real Estate
- How the Affluent Make Decisions
- Luxury Real Estate for Yachting, Golfing, or as a Reward for Succeeding
- Communicating with Affluent Prospects Who Are Euphoric because of Recent Recognition by Their Industry
- Fieldston Confessions
- PART 5: CASE STUDIES: THE SELLING OF SERVICES TO THE AFFLUENT
- 13 APOSTLES VERSUS ANTAGONISTS OF THE AFFLUENT
- Introduction
- Contrasts in Atmospheres
- A Bank that Wins versus One that Loses an Affluent Client
- Timing the Sales Pitch
- Prospecting CEOs
- Two Different Orientations toward the Children of the Affluent
- Variations in Service among Providers of Surface Transportation
- Antagonist versus Apostle of a Researcher Who Studies the Affluent Market
- Swamp Land or Luxury Home Sites: Differences of Perceptions
- The Real Needs of an Extraordinary Saleswoman
- What the Affluent Really Need
- Opportunities among the Blue-Collar Affluent
- Patronage Opinion Leaders: Responding to Centers of Influence
- Conditioning Patronage Opinion Leaders
- Conditioning Those Who Influence Affluent Readers
- The Spalding School's Country Fair
