Selling to The New Elite

Discover the Secret to Winning Over Your Wealthiest Prospects

 Selling to The New Elite

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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If you think the only thing unique about selling to the affluent is a higher price point, think again. In fact, what you think you know about who the wealthy are—what motivates them, how they think, where they shop, and how they spend their money—may be equally inaccurate.

What do the words “luxury” and “quality” mean to your wealthiest prospects? How has the Great Recession affected their spending tendencies and brand preferences? And how can you—as a sales professional or marketing executive—sell to them most effectively?

Based on unprecedented research, The New Elite shattered common misconceptions about the rich and their relationship with money. Now, in this indispensable follow-up, you’ll discover how you can hone in on this wealthy class, pique their interest, and convert them into loyal customers.

The authors of Selling to The New Elite have studied the best practices of top performers, as well as analyzed hundreds of the most mutually satisfying interactions between salespeople and customers. Here, they reveal the secrets of the world’s most successful salespeople, explore the stories behind some of the world’s most unique and exquisite products, and identify how passion is, in fact, the key to selling to “the new elite.”

You’ll discover how to:

• Establish yourself as a necessity in a marketplace where more and more people are forgoing traditional salespeople and making their purchasing decisions on the Internet

• Tell detail-rich stories that evoke the undeniable essence of your product or service

• Form bonds with clients by discovering shared pursuits and interests

• Understand that reliability is “the new trust”

• Communicate a compelling brand promise

• Hone an unbeatable elevator pitch

• Satisfy the passion du jour: value

Loaded with insight and indispensable techniques, this one-of-a-kind guide shows you how to win over the wealthiest customers… and become successful yourself.

JIM TAYLOR is Vice Chairman of Harrison Group, one of the country’s most respected marketing firms, and a widely recognized marketing expert and speaker. His clients include American Express, Chanel, UBS Private Wealth Management, and Neiman Marcus.

STEPHEN KRAUS is former Vice President of Harrison Group, where he provided senior leadership to the company’s wealth consultancy.

DOUG HARRISON founded Harrison Group in 1996 and has developed branding strategies for companies such as Coca-Cola, Microsoft, Under Armour, Four Seasons, and Cayman Islands Department of Tourism.

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