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Selling To Affluent Pb : Marketing/Sales/Advertising & Promotion - Thomas Stanley

Selling To Affluent Pb

Marketing/Sales/Advertising & Promotion

Paperback Published: 1st August 1997
ISBN: 9780070610491
Number Of Pages: 496

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In this classic of marketing literature, best-selling author Tom Stanley explains the mindset and buying patterns of wealthy individuals. Stanley shows salespeople how to approach this enormously attractive market, open doors, appeal to the "hot buttons" of the affluent, and sell to extremely successful people.

He provides insights into different affluent groups including: Business owners Sales professionals Women Asian Americans Retired millionaires

Stanley also discusses how to sell both tangible products, such as luxury cars and real estate, as well as intangibles, such as financial services. "Selling to the Affluent" is the most authoritative and comprehensive guide available for selling products and services to the affluent market.

Introduction
What this Book is Aboutp. 3
What Do the Affluent Need?p. 3
Two of America's Most Extraordinary Sales Professionalsp. 6
Identifying and Conditioning Affluent Business Ownersp. 7
Prospecting Affluent Sales Professionalsp. 11
Prospecting Affluent Womenp. 13
Prospecting Asian Americans: Becoming an Advocate for Affluent Affiliation Groupsp. 14
Prospecting Successful Authorsp. 14
Selling to Targets on the Movep. 15
Influencing People Who Influence the Affluentp. 16
Selling Luxury Automobiles to High-Income Consumersp. 18
Selling Real Estate to the Affluentp. 19
Are You an Apostle or Antagonist to the Affluent?p. 20
Two of America's Most Extraordinary Sales Professionalsp. 21
Daniel F. Kirk: Profile of a Most Extraordinary Sales Professionalp. 21
Two Roads to Expertisep. 34
When Prospects Are Far from Being Euphoricp. 38
Targeting the Affluent: Some Overlooked Markets
Identifying and Conditioning Affluent Business Ownersp. 53
Finding Big Ships that Wear Blue Collarsp. 53
The National Fishermanp. 65
Prospecting the Sales Professionalp. 69
Introductionp. 69
Capitalize on the Real Needs of High-Income Sales Professionalsp. 70
Pro Forma Prospectingp. 76
"So, It's Not a Good Time to Talk"p. 86
Prospecting Affluent Womenp. 91
Affluent Women in America: At Least Two Distinct Segmentsp. 91
Esther M. Berger Becomes a Recognized Authority on Women and Moneyp. 101
An Encore Performancep. 119
Prospecting Asian Americans: Becoming an Advocate for Affluent Affiliation Groupsp. 129
Introductionp. 129
Understanding the Affluent Asian American Marketp. 132
On Becoming an Advocate of Affluent Affinity Groupsp. 143
A Letter to a Frustrated Financial Consultantp. 146
Pro Forma Postcard Providing Evidence of Being an Advocatep. 148
Pro Forma News Release Providing Evidence of Being an Advocatep. 149
Prospecting Successful Authorsp. 152
Introductionp. 152
Robert Readp. 154
Suggestions for Mr. Youngp. 173
Keith Called While You Were Out of Townp. 177
Prospecting for a Special Form of Tuition Refundp. 183
I Will Miss Him, and Sales Professionals, You Overlooked Himp. 196
Alarm: Retired and Other Types of Millionaires are Moving into Your Market Areap. 200
The Bismarck Examplep. 200
Be There First and Be Armed With the Right Messagep. 201
Targeting Affluent Movers Even Before They Move: Greetings from Rancho Miragep. 212
Temporarily in Your Neighborhood: Mr. D. Cheers Just Surfaced inside an NBA Convoyp. 214
Even Superstar Athletes Pay for These Shoesp. 217
Influencing People Who Influence the Affluent
Introductionp. 221
Ted's Pro Forma Dialoguep. 222
Conditioning for the Futurep. 227
Ted Is a Mentor and Promoterp. 233
Endorsed by the Mediap. 235
So, You Want to Be a Talk-show Hostp. 235
Fred, Can You Send Us One More Article?p. 236
Follow Fred's Footstepsp. 242
Addendum to Chapter 9p. 255
Leverage Your Affluent Targets' Need for Seminars and Speakersp. 262
No, You're Not Too Young to Persuade the Affluentp. 262
Susan's Special Brand of Telephone Conditioningp. 270
More Than Just Speaking about Selling Exclusive Travel Servicesp. 276
Selling Tangibles to the Affluent
A Masterpiece of Personal Sellingp. 285
Selling Luxury Automobiles to High-Income Consumersp. 297
Introductionp. 297
Hungry Fish and Euphoric Prospectsp. 298
The Spending Frenzyp. 299
Obsolete Theories of Marketingp. 300
ESPs Are Proactivep. 301
Jack, You'll Never Own Another Dinosaurp. 302
Exploit Their Need to Affiliatep. 304
An Interview with Mr. Gerhardt Blendstrup. 305
An Interview with an Ordinary Sales Professionalp. 308
Share This Letter With Your Luxury Automobile Dealersp. 312
Proactive versus Reactive Sellingp. 328
No Calls for Hungry Fishp. 330
Public Informationp. 331
Develop Your Own Listp. 333
The Big League Orientationp. 333
The Low Cost of High Productivityp. 335
Target by Industryp. 336
A Winning Portfolio of Sales Professionalsp. 337
Be Perceived as an Expertp. 339
They Make House Calls!p. 341
Selling Luxury Cars by the Parade Methodp. 344
John Sells More than Luxury Automobilesp. 347
Exploiting His List of Targetsp. 355
Focus on the Needs of the Targetp. 358
Conditioning the Prospectp. 358
Ask for Help from a Ghostp. 368
Condition Your Managerp. 369
Follow John's Proactive Methodsp. 372
Selling Real Estate to the Affluentp. 374
Jackie Spota: A Most Extraordinary Sales Professional of Extraordinary Real Estatep. 374
How the Affluent Make Decisionsp. 383
Luxury Real Estate for Yachting, Golfing, or as a Reward for Succeedingp. 395
Communicating with Affluent Prospects Who Are Euphoric because of Recent Recognition by Their Industryp. 402
Fieldston Confessionsp. 404
Case Studies: The Selling of Services to the Affluent
Apostles versus Antagonists of the Affluentp. 409
Introductionp. 409
Contrasts in Atmospheresp. 411
A Bank that Wins versus One that Loses an Affluent Clientp. 417
Timing the Sales Pitchp. 420
Prospecting CEOsp. 427
Two Different Orientations toward the Children of the Affluentp. 430
Variations in Service among Providers of Surface Transportationp. 435
Antagonist versus Apostle of a Researcher Who Studies the Affluent Marketp. 449
Swamp Land or Luxury Home Sites: Differences of Perceptionsp. 451
The Real Needs of an Extraordinary Saleswomanp. 453
What the Affluent Really Needp. 454
Opportunities among the Blue-Collar Affluentp. 457
Patronage Opinion Leaders: Responding to Centers of Influencep. 459
Conditioning Patronage Opinion Leadersp. 462
Conditioning Those Who Influence Affluent Readersp. 464
The Spalding School's Country Fairp. 466
Indexp. 469
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780070610491
ISBN-10: 0070610495
Series: Marketing/Sales/Advertising & Promotion
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 496
Published: 1st August 1997
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 22.0 x 15.0  x 3.0
Weight (kg): 0.75
Edition Number: 1
Edition Type: New edition

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