Selling to the New Elite - by Jim Taylor & Stephen Kraus & Doug Harrison (Paperback)
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<p/><br></br><p><b> About the Book </b></p></br></br>How do you attract the "other half" to spend their affluence on your products and services? Learn the practical strategies that encourage loyalty in those with the power to buy.<p/><br></br><p><b> Book Synopsis </b></p></br></br>In this practical and fascinating follow-up to their behind-the-scenes look at America's most powerful and influential class, authors Jim Taylor, Stephen Kraus, and Doug Harrison reveal insights and indispensable techniques to help salespeople and marketers hone in on wealthy customers, pique their interest, and earn their trust--and repeated business. The New Elite leveraged unprecedented research to reveal what motivates the wealthy class, how they think, where they shop, and how they really spend their money. Now, based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton, Selling to the New Elite explains what the truly rich want from brands, what they expect from the marketplace, and how their changing purchasing patterns could mean big business for you. Including eye-opening stories from mutually satisfying interactions between salespeople and affluent buyers, the book showcases the best practices that have led to hundreds of successful sales and incorporates exercises that allow you to apply the information in your own context. By helping readers win over the wealthiest customers, this one-of-a-kind guide offers the key to becoming rich yourself.<p/><br></br><p><b> From the Back Cover </b></p></br></br>Revelatory and surprising, based on unprecedented research, The New Elite took a behind-the-scenes look at America's rich that shattered the prevailing myths about how the "other half" lives. Now, in this practical--and equally fascinating--follow-up, Selling to the New Elite, the authors reveal what the truly rich want from brands, what they expect from the marketplace, and how the Great Recession has reshaped their purchasing patterns. Based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton, as well as interviews with top sales professionals and marketers, the book shows you how to better target qualified prospects, convert prospects to customers, nurture one-time customers into raving fans, help raving fans spread the word, and win back disaffected customers. The book examines the nature of luxury, what affluent buyers care most about when making a purchasing decision, and how their values and interests can provide a way into forging the spirit of trust and enthusiasm so necessary when selling or marketing to them. Packed with insight, examples, eye-opening stories, and exercises, Selling to the New Elite contains the practical strategies you need to successfully sell to those with the power to buy. Praise for "The New Elite": "Great reading, even better inspiration for millionaires-to-be."-- ALA Booklist (starred review) "[T]ake heed, luxury providers: if you pay more attention to the elite customer's history and disposition, you are more likely to strike gold."-- Time magazine "If you are interested [in] marketing to the super-wealthy . . . try this fascinating book to tell you who they are, where they are, and what they do."-- Life Insurance Selling ." . . a must-read for consumer marketers and interesting reading for the rest of us."-- Graziadio Business Report "Want to get inside the minds of the truly wealthy? "The New Elite" offers exclusive access to the 'new financial elite' and some surprising answers as to how they achieved their economic status." -- QRCA Reviews "Charts and graphs throughout distill key data into easy-to-grasp nuggets, lending clarity to this book whose fresh take on the habits of the American economic elite will be indispensable to marketers." -- Publishers Weekly<p/><br></br><p><b> Review Quotes </b></p></br></br><br>..".impassioned guidebook...enriched with illuminating examples of techniques highly successful salespeople use...with wealthy customers."" --Fort Worth Star-Telegram"<br><br>."..authors have been surveying the buying habits of the affluent over the last five years ...that would be enough to purchase this book but there is much more."" --Knights on the Road"<br><br>."..ideas are presented clearly, without frills or filler...backed up with scientific research...Every employee in your business should read this book." "--New Age Retailer"<br><br>..".authors have been surveying the buying habits of the affluent over the last five years ...that would be enough to purchase this book but there is much more."" --Knights on the Road"<br><br>..".ideas are presented clearly, without frills or filler...backed up with scientific research...Every employee in your business should read this book." "--New Age Retailer"<br><br>."..impassioned guidebook...enriched with illuminating examples of techniques highly successful salespeople use...with wealthy customers."" --Fort Worth Star-Telegram"<br><br>"An easy read...the book provides a good foundation to help professionals understand the marketing/sales basics when selling elite product to elite prospects." "--Choice magazine"<br><br>"Packed with insight, examples, eye-opening stories, and exercises...contains the practical strategies you need to successfully sell to those with the power to buy." "--ForeWord this Week"<br><br>"These guys are good and, better yet, they are thinkers...it merits your serious attention...You'll get lots of nuggets in this excellent book." --"Life Insurance Selling magazine"<br><br>"While mainly aimed at those selling luxury goods, it offers many valuable lessons for wealth managers, financial advisors and estate planners." "--Accounting Today"<br><p/><br></br><p><b> About the Author </b></p></br></br>STEPHEN KRAUS is vice president of Harrison Group, where he provides senior leadership to the company's wealth consultancy. JIM TAYLOR is vice chairman of Harrison Group, one of the country's most respected marketing firms, and a widely recognized marketing expert. His clients include American Express, Chanel, UBS Private Wealth Management, and Neiman Marcus. DOUG HARRISON founded Harrison Group in 1996 and has developed branding strategies for Coca-Cola, Microsoft, Louis Vuitton, Four Seasons, Bank of America, and other impressive companies. Taylor and Harrison are the authors of "The New Elite."
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