Franklin

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

Author/Creator:
Oechsli, Matt.
Publication:
Somerset : John Wiley & Sons, Incorporated, 2014.
Format/Description:
Book
1 online resource (258 pages)
Edition:
2nd ed.
Status/Location:
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Other records:
Subjects:
Affluent consumers.
Marketing.
Selling.
Sales presentations.
Form/Genre:
Electronic books.
Summary:
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.
Contents:
Intro
The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers and Clients for Life
Copyright
Contents
Chapter 1: The World of Today's Affluent
Profile of Today's Affluent
Affluent Macro Shifts
About This Book
The Research Behind This Book: 2012 and 2013 Affluent Purchasing Decision Research
Summary
Chapter 2: The Affluent Mind-Set Shift
Pre- and Postcrisis Decision Making
Pre- and Postcrisis Lifestyles
Summary
Chapter 3: Wowing Today's Affluent
Your "Wow" Service Experience
Surprise and Delight: A Simple Way to Wow Affluent Clients
The Law of Reciprocity
Uncovering Client Information
Major Life Events
Vacations
The Right Gifts
Client Information Tracker
Service That Goes Beyond Expectations
Summary
Chapter 4: Affluent Buzz Factor
Hosting an Intimate Client Event
Reasons to Avoid Large-Scale Client Events
Three Objectives
Five Steps to Activate Affluent Buzz via Intimate Events
Step 1: Select the Right Clients
Step 2: Create the Right Event
Step 3: Master the Invitation Process
Step 4: Conduct the Event
Step 5: Follow Up with Attendees
Intimate Event Planning Form
Social Media
Visibility Campaign
Getting Involved
Social Prospecting
Revisiting Past Opportunities
Beware! Top Five Ways Salespeople Appear Salesy
Summary
Chapter 5: Building Personal Relationships
Referrals versus Introductions
Professional Alliances
Getting Personal
Becoming Social
Cultivate Personal Relationships
The Digital Impact
Keep It Simple and Personal
Summary
Chapter 6: Creating the Right First Impression
The Great Recession's Impact
The Impact of Environment
The Power of Personal Presence
Exuding Gravitas (Power Pose)
How to Make a Good First Impression.
A Handful of Simple Tips
Summary
Chapter 7: Today's Affluent Female
Teachable Moments
Paradise Lost
The Affluent Female's "Gift of Gab"
Top Turnoffs
Five Steps to Strengthen Your Relationships with Affluent Women
Female to Female
Connecting
Summary
Chapter 8: The Emerging Affluent
The Generational Divide
Word-of-Mouth Power through Social Media
Decision Making
Communication
Generational Similarities
Summary
Chapter 9: The Amazon Effect
The Apple Experience
Online Research
Summary
Chapter 10: How to Move Upmarket
America on 250,000 a Year
The Working Affluent
Mind-Set
Knowledge
Opportunity
P.S.: Create Opportunities
Worst Fear Exercise
Summary
Chapter 11: Overcoming Affluent Sales Reluctance
Thou Shalt Overcome
Is This a Problem?
Taking Action
Step 1. Preparation
Step 2. Mental Rehearsal
Step 3. Power Pose
Step 4. Action
Controlling the Devilish Voice of Doubt
Technique 1: Starting Out Right
Technique 2: Getting Back on Track
Technique 3: Associating with the Right People
Technique 4: Creating a Self-Affirmation Recording
Summary
Chapter 12: Maximizing Your Affluent Sales Opportunities
Can You Envision Your Affluent Future?
Closing the Gaps
Activating Your Achievement Cycle
Achievements of the Past
Staying on Your Critical Path
Four Key Traits of Top Affluent Sales Professionals
Ambition
Discipline
Self-Awareness
Deliberate Practice
Summary
Appendix: The 12 Commandments of Affluent Selling
Commandment 1: Be Totally Committed
Commandment 2: Be As Advertised
Commandment 3: Be a Problem Solver
Commandment 4: Be a Servant
Commandment 5: Be a Trusted Source of Information
Commandment 6: Provide Value that Exceeds Price
Commandment 7: Disclose All Costs.
Commandment 8: Stand By Everything
Commandment 9: You are the Firm
Commandment 10: Covet Your Reputation
Commandment 11: Become Social Media and Internet Savvy
Commandment 12: No Hassles
Index.
Notes:
Description based on publisher supplied metadata and other sources.
Local notes:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Other format:
Print version: Oechsli, Matt The Art of Selling to the Affluent
ISBN:
9781118744765
9781118744826
OCLC:
861120209