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The Art of Selling to the Affluent


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Table of Contents

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

About the 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. 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

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