Selling to the Affluent by Stanley, Thomas J. -- Read -- Imperial Library of Trantor

Index

PART 1 INTRODUCTION 1 WHAT THIS BOOK IS ABOUT

What Do the Affluent Need? Two of America’s Most Extraordinary Sales Professionals Identifying and Conditioning Affluent Business Owners Prospecting Affluent Sales Professionals Prospecting Affluent Women Prospecting Asian Americans: Becoming an Advocate for Affluent Affiliation Groups Prospecting Successful Authors Selling to Targets on the Move Influencing People Who Influence the Affluent Selling Luxury Automobiles to High-Income Consumers Selling Real Estate to the Affluent Are You an Apostle or Antagonist to the Affluent?

2 TWO OF AMERICA’S MOST EXTRAORDINARY SALES PROFESSIONALS

Daniel F. Kirk: Profile of a Most Extraordinary Sales Professional Two Roads to Expertise When Prospects Are Far from Being Euphoric

PART 2 TARGETING THE AFFLUENT: SOME OVERLOOKED MARKETS 3 IDENTIFYING AND CONDITIONING AFFLUENT BUSINESS OWNERS

Finding Big Ships that Wear Blue Collars The National Fisherman

4 PROSPECTING THE SALES PROFESSIONAL

Introduction Capitalize on the Real Needs of High-Income Sales Professionals Pro Forma Prospecting “So, It’s Not a Good Time to Talk”

5 PROSPECTING AFFLUENT WOMEN

6 PROSPECTING ASIAN AMERICANS: BECOMING AN ADVOCATE FOR AFFLUENT AFFILIATION GROUPS

Introduction Understanding the Affluent Asian American Market On Becoming an Advocate of Affluent Affinity Groups A Letter to a Frustrated Financial Consultant Pro Forma Postcard Providing Evidence of Being an Advocate Pro Forma News Release Providing Evidence of Being an Advocate

7 PROSPECTING SUCCESSFUL AUTHORS

Introduction Robert Read Suggestions for Mr. Young Keith Called While You Were Out of Town Prospecting for a Special Form of Tuition Refund I Will Miss Him, and Sales Professionals, You Overlooked Him

8 ALARM: RETIRED AND OTHER TYPES OF MILLIONAIRES ARE MOVING INTO YOUR MARKET AREA

PART 3 INFLUENCING PEOPLE WHO INFLUENCE THE AFFLUENT

INTRODUCTION Ted’s Pro Forma Dialogue Conditioning for the Future Ted Is a Mentor and Promoter

9 ENDORSED BY THE MEDIA

So, You Want to Be a Talk-show Host Fred, Can You Send Us One More Article? Follow Fred’s Footsteps Addendum to Chapter 9

10 LEVERAGE YOUR AFFLUENT TARGETS’ NEED FOR SEMINARS AND SPEAKERS

PART 4 SELLING TANGIBLES TO THE AFFLUENT

INTRODUCTION: A MASTERPIECE OF PERSONAL SELLING

11 SELLING LUXURY AUTOMOBILES TO HIGH-INCOME CONSUMERS

Introduction Hungry Fish and Euphoric Prospects The Spending Frenzy Obsolete Theories of Marketing ESPs Are Proactive Jack, You’ll Never Own Another Dinosaur Exploit Their Need to Affiliate An Interview with Mr. Gerhardt Blendstru An Interview with an Ordinary Sales Professional Share This Letter With Your Luxury Automobile Dealers Proactive versus Reactive Selling No Calls for Hungry Fish Public Information Develop Your Own List The Big League Orientation The Low Cost of High Productivity Target by Industry A Winning Portfolio of Sales Professionals Be Perceived as an Expert They Make House Calls! Selling Luxury Cars by the Parade Method John Sells More than Luxury Automobiles Exploiting His List of Targets Focus on the Needs of the Target Conditioning the Prospect Ask for Help from a Ghost Condition Your Manager Follow John’s Proactive Methods

12 SELLING REAL ESTATE TO THE AFFLUENT

PART 5 CASE STUDIES: THE SELLING OF SERVICES TO THE AFFLUENT 13 APOSTLES VERSUS ANTAGONISTS OF THE AFFLUENT

Introduction Contrasts in Atmospheres A Bank that Wins versus One that Loses an Affluent Client Timing the Sales Pitch Prospecting CEOs Two Different Orientations toward the Children of the Affluent Variations in Service among Providers of Surface Transportation Antagonist versus Apostle of a Researcher Who Studies the Affluent Market Swamp Land or Luxury Home Sites: Differences of Perceptions The Real Needs of an Extraordinary Saleswoman What the Affluent Really Need Opportunities among the Blue-Collar Affluent Patronage Opinion Leaders: Responding to Centers of Influence Conditioning Patronage Opinion Leaders Conditioning Those Who Influence Affluent Readers The Spalding School’s Country Fair