Book description
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.
Table of contents
- Cover Page
- Title Page
- Copyright Page
- Dedication
- Contents
- List of Figures
- List of Tables
- Acknowledgments
- Introduction
- Chapter One The Desire to Acquire
-
Chapter Two The Passion of the Salesperson
- A Passion for Sales
- Case Study: Top Sales Performers on Fifth Avenue
- Case Study: Top Sales Performers in a Dallas Luxury Auto Dealership
- A Passion for Relationships
- The Long History of Passion-Based Selling
- Lifestyles of Successful Salespeople
- Discover Your Passion and Mold Your Environment
- The Next Step
- Chapter Three The Passion of the Prospect
- Chapter Four The Passion of the Product
-
Chapter Five Theory into Practice: Thirteen Expressions of Passion in Selling
- 1. Express the Love of Your Job
- 2. Tell Detail-Rich Stories
- 3. Discover a Shared Pursuit
- 4. Give the Docent’s Tour
- 5. Understand Their Ultimate Passion: Family
- 6. Satisfy the Passion du Jour: Value
- 7. Use the Language of Passion
- 8. Understand That Reliability Is “The New Trust”
- 9. Create a Ritual of Celebration
- 10. Communicate a Compelling Brand Promise
- 11. Hone a Compelling Elevator Pitch
- 12. Ask Passion-Based Questions
- 13. Sell to Happiness
- The Next Step
- Chapter Six From Passion to Execution
-
Appendix Our Methodologies for Studying the Affluent and Wealthy
- The Survey of Affluence and Wealth in America
- Optimism Continues Its Cautious Return
- A Fragile Optimism, Weakened by Stock Market Concerns
- Spending Cutbacks Still Prevalent
- Finding Strength and Happiness Amid Economic Uncertainty
- Key Take-Aways and the Outlook for the Future
- The Survey of Affluent Attitudes Toward Salespeople
- The Survey of American Attitudes Toward the Wealthy
- Notes
- Index
- About the Authors
Product information
- Title: Selling to The New Elite
- Author(s):
- Release date: February 2011
- Publisher(s): AMACOM
- ISBN: 9780814416549
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