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

by Oechsli, Matt

• ISBN13: 9781118744826
• ISBN10: 1118744829
• Edition: 2nd
• Format: Hardcover
• Copyright: 2014-01-28
• Publisher: Wiley

Summary

Attract and retain affluent customers and clients

Much has changed since the original The Art of Selling to the Affluent was published. The financial crisis has affected the affluent as well as the less affluent. This book brings you up to date with today's affluent and helps every salesperson understand what adjustments need to be made in order to successfully attract, service, and retain lifelong affluent customers and clients. Completely updated and revised, it is based on The Oechli Institute's latest 2013 comprehensive research.

• Explains how the financial crisis elevated the level of anxiety and how this has affected major purchase decisions
• Offers step-by-step guidance on how to navigate the process of overcoming social self-consciousness during the sales process
• Author Matt Oechsli is one of the leading authorities regarding marketing, selling, servicing, and developing loyalty with affluent clients, and one of the most sought after speakers in the financial services industry

The Art of Selling to the Affluent, 2nd Edition offers a detailed landscape of today's affluent. Put yourself ahead of the competition by knowing how the Great Recession has affected purchasing behavior and where the opportunities are moving forward.

Author Biography

MATT OECHSLI is one of the leading authorities regarding marketing, selling, servicing, and developing loyalty with affluent clients, and one of the most sought after speakers in the financial services industry. His thirty years of experience as a professional speaker, researcher, writing, and coach have evolved into The Oechsli Institute and its team of speakers and coaches. The firm conducts ongoing research projects on the affluent and has been able to determine how the affluent make major purchase decisions, the impact that managing affluent client relationships has with affluent marketing, and more. www.oechsli.com

Table of Contents

Chapter 1: The World of Today’s Affluent

Profile of Today’s Affluent

Affluent Macro Shifts

About This Book

THE RESEARCH BEHIND THIS BOOK: 2012 & 2013 AFFLUENT PURCHASING DECISION RESEARCH

Summary

Chapter 2: The Affluent Mindset Shift

America on $250,000 a Year

The Working Affluent

Paradise Lost

Managing the Affluent Mindset Shift

Summary

Chapter 3: The Amazon Effect

The Apple Experience

Online Research

Summary

Chapter 4: Overcoming Affluent Sales Reluctance

Thou Shalt Overcome

Is This a Problem?

TAKING ACTION

Controlling the Devilish Voice of Doubt

Summary

Chapter 5: Today’s Affluent Female

Teachable Moments

The Affluent Female’s “Gift of Gab”

Top Turn-Offs

5 Steps to Strengthen You Relationships with Affluent Women

Female to Female

Connecting

Summary

Chapter 6: Building Personal Relationships

Referrals and Introductions / Business vs. Business & Social

Affluent Trust in Advertising

Getting Personal

Becoming Social

Financial Professional Performance Rankings: Business-Social Relationship

(% indicates gap between business only relationship)

The Digital Impact

Keep It Simple and Personal

Summary

Chapter 7: Creating the Right First Impression

The Great Recession’s Impact

The Impact of Environment

The Power of Personal Presence

Exuding Gravitas (Power Pose)

How to Make a Good First Impression

Tips to Make a Good Impression

7 Dress for Success Principles

Summary

Chapter 8: The Emerging Affluent

Generational Similarities

Word-of-Mouth Power Through Social Media

The Generational Divide

Decision Making

Communication

Summary

Chapter 9: How to Move Upmarket

1. Mindset

2. Knowledge

3. Opportunity

PS - Create Opportunities

Worst Fear Exercise

4 Key Traits of Elite Sales Professionals

Summary

Chapter 10: Wowing Today’s Affluent

Your “Wow” Service Experience

Surprise and Delight: A Simple Way to Wow Affluent Clients

The Law of Reciprocity

Uncovering Client Information

Client Information Tracker

Summary

Chapter 11: Affluent Buzz Factor

Hosting an Intimate Client Event

Reasons to Avoid Large-Scale Client Events

Three Objectives

5 Steps to Active Affluent Buzz via Intimate Events

Intimate Event Planning Form

Social Media

Visibility Campaign

Summary

Chapter 12: Maximizing Your Affluent Sales Opportunities

Can You Envision Your Affluent Future?

Closing the Gaps

Activating Your Achievement Cycle

Achievements of the Past

Goal Commitment: Subconscious Imprinting

Goal-Focused Action Steps

Staying on Your Critical Path

Summary

The 12 Commandments of Affluent Selling