Selling to The New Elite
Discover the Secret to Winning Over Your Wealthiest Prospects
Authors: James Taylor, Stephen Kraus, Doug Harrison
Pub Date: February 2011
Print Edition: $21.95
Print ISBN: 9780814434772
Page Count: 272
Format: Paper or Softback
e-Book ISBN: 9780814416549
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The New Elite exposed the lives and minds of America’s richest
people. Now, the authors reveal what and how these titans of wealth
buy…and how to sell to them.
The New Elite exposed the lives and minds of America’s richest people. Now, the authors reveal what and how these titans of wealth buy…and how to sell to them.
Based on unprecedented research, The New Elite took a behind-the-scenes look at America’s most powerful and influential class—what motivates them, how they think, where they shop, and how they really spend their money. In this practical and fascinating follow-up, the authors reveal how salespeople and marketers can hone in on this wealthy class, pique their interest, and convert them into loyal customers.
Presenting the best practices behind hundreds of mutually satisfying interactions between salespeople and buyers—based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton—Selling to the New Elite reveals what the truly rich want from brands, what they expect from the marketplace, and how the Great Recession has reshaped their purchasing patterns.
Loaded with insight and indispensable techniques, this one-of-a-kind guide shows readers everywhere how they can win over the wealthiest customers…and become rich themselves.
About the Authors
STEPHEN KRAUS is vice president of Harrison Group, where he provides senior leadership to the company’s wealth consultancy.
JIM TAYLOR is vice chairman of Harrison Group, one of the country’s most respected marketing firms, and a widely recognized marketing expert. His clients include American Express, Chanel, UBS Private Wealth Management, and Neiman Marcus.
DOUG HARRISON founded Harrison Group in 1996 and has developed branding strategies for Coca-Cola, Microsoft, Louis Vuitton, Four Seasons, Bank of America, and other impressive companies. Taylor and Harrison are the authors of The New Elite.
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