Attract and retain affluent customers and clientsMuch has changed since the originalThe 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 decisionsOffers step-by-step guidance on how to navigate the process of overcoming social self-consciousness during the sales processAuthor 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.
Chapter 1 The World of Todays Affluent 1
Profile of Todays 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 Todays 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 Recessions 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 Todays Affluent Female 115
Teachable Moments 118
Paradise Lost 121
The Affluent Females 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
