The Art of Selling to the Affluent, 2nd Edition – How to Attract, Service, and Retain Wealthy Customers and Clients for Life

<p>Chapter 1 The World of Today s Affluent 1</p>
<p>Profile of Today s Affluent 5</p>
<p>Affluent Macro Shifts 7</p>
<p>About This Book 8</p>
<p>The Research behind This Book: 2012 and 2013</p>
<p>Affluent Purchasing Decision Research 12</p>
<p>Summary 13</p>
<p>Chapter 2 The Affluent Mind–Set Shift 15</p>
<p>Pre– and Postcrisis Decision Making 21</p>
<p>Pre– and Postcrisis Lifestyles 23</p>
<p>Summary 24</p>
<p>Chapter 3 Wowing Today s Affluent 27</p>
<p>Your Wow Service Experience 30</p>
<p>Surprise and Delight: A Simple Way to Wow Affluent Clients 31</p>
<p>The Law of Reciprocity 32</p>
<p>Uncovering Client Information 34</p>
<p>Summary 39</p>
<p>Chapter 4 Affluent Buzz Factor 41</p>
<p>Hosting an Intimate Client Event 45</p>
<p>Reasons to Avoid Large–Scale Client Events 46</p>
<p>Three Objectives 48</p>
<p>Five Steps to Activate Affluent Buzz via</p>
<p>Intimate Events 50</p>
<p>Intimate Event Planning Form 55</p>
<p>Social Media 58</p>
<p>Visibility Campaign 61</p>
<p>Getting Involved 62</p>
<p>Social Prospecting 64</p>
<p>Revisiting Past Opportunities 66</p>
<p>Beware! Top Five Ways Salespeople</p>
<p>Appear Salesy 67</p>
<p>Summary 70</p>
<p>Chapter 5 Building Personal Relationships 73</p>
<p>Referrals versus Introductions 77</p>
<p>Professional Alliances 81</p>
<p>Getting Personal 83</p>
<p>Becoming Social 85</p>
<p>Cultivate Personal Relationships 87</p>
<p>The Digital Impact 88</p>
<p>Keep It Simple and Personal 91</p>
<p>Summary 93</p>
<p>Chapter 6 Creating the Right First Impression 95</p>
<p>The Great Recession s Impact 97</p>
<p>The Impact of Environment 99</p>
<p>The Power of Personal Presence 100</p>
<p>Exuding Gravitas (Power Pose) 101</p>
<p>How to Make a Good First Impression 103</p>
<p>A Handful of Simple Tips 105</p>
<p>Summary 112</p>
<p>Chapter 7 Today s Affluent Female 115</p>
<p>Teachable Moments 118</p>
<p>Paradise Lost 121</p>
<p>The Affluent Female s Gift of Gab 124</p>
<p>Top Turnoffs 125</p>
<p>Five Steps to Strengthen Your Relationships with Affluent Women 126</p>
<p>Female to Female 127</p>
<p>Connecting 128</p>
<p>Summary 129</p>
<p>Chapter 8 The Emerging Affluent 131</p>
<p>The Generational Divide 133</p>
<p>Word–of–Mouth Power through Social Media 135</p>
<p>Decision Making 136</p>
<p>Communication 139</p>
<p>Generational Similarities 141</p>
<p>Summary 142</p>
<p>Chapter 9 The Amazon Effect 145</p>
<p>The Apple Experience 150</p>
<p>Online Research 151</p>
<p>Summary 158</p>
<p>Chapter 10 How to Move Upmarket 161</p>
<p>America on $250,000 a Year 166</p>
<p>The Working Affluent 168</p>
<p>Mind–Set 169</p>
<p>Knowledge 170</p>
<p>Opportunity 171</p>
<p>P.S.: Create Opportunities 171</p>
<p>Worst Fear Exercise 172</p>
<p>Summary 174</p>
<p>Chapter 11 Overcoming Affluent Sales Reluctance 175</p>
<p>Thou Shalt Overcome 178</p>
<p>Is This a Problem? 179</p>
<p>Taking Action 180</p>
<p>Controlling the Devilish Voice of Doubt 183</p>
<p>Summary 190</p>
<p>Chapter 12 Maximizing Your Affluent Sales Opportunities 193</p>
<p>Can You Envision Your Affluent Future? 197</p>
<p>Closing the Gaps 199</p>
<p>Activating Your Achievement Cycle 201</p>
<p>Achievements of the Past 202</p>
<p>Staying on Your Critical Path 206</p>
<p>Four Key Traits of Top Affluent</p>
<p>Sales Professionals 212</p>
<p>Summary 216</p>
<p>Appendix: The 12 Commandments of Affluent Selling 219</p>
<p>Index 235</p>