Selling to the New Elite

Discover the Secret to Winning Over Your Wealthiest Prospects
Erscheinungsjahr 2011
ISBN: 978-0-8144-1653-2
Verlag: McGraw-Hill Education

Buch, Englisch, 272 Seiten, Format (B × H): 160 mm x 236 mm, Gewicht: 400 g

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.

Autoren/Hrsg.

Kraus, Stephen

Taylor, James

Harrison, Doug

Besio, Chip

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

List of Figures xi List of Tables xiii Acknowledgments xv Introduction 1 CHAPTER ONE The Desire to Acquire 5 CHAPTER TWO The Passion of the Salesperson 31 CHAPTER THREE The Passion of the Prospect 73 CHAPTER FOUR The Passion of the Product 117 CHAPTER FIVE Theory into Practice: Thirteen Expressions of Passion in Selling 137 CHAPTER SIX From Passion to Execution 183 APPENDIX Our Methodologies for Studying the Affluent and Wealthy 201 Notes 231 Index 239 About the Authors 249

Über Autor(innen)

Stephen Kraus (San Francisco, CA) is vice president of Harrison Group, where he provides senior leadership to the company’s wealth consultancy. Jim Taylor (Waterbury, CT) is vice chairman of Harrison Group, one of the country’s most respected marketing firms, and a widely recog nized marketing expert. His clients include American Express, Chanel, UBS Private Wealth Manage ment, and Neiman Marcus. Doug Harrison (Waterbury, CT) founded Harrison Group in 1996 and has developed branding strategies for Coca-Cola, Microsoft, Louis Vuitton, Four Seasons, Bank of America, and other impressive com panies. Taylor and Harrison are the authors of The New Elite (978-0-8144-0048-7). Chip Besio (Dallas, TX) is director of marketing for Sewell, a high-profile chain of car dealerships in Texas.