Selling to The New Elite: Discover the Secret to Winning Over Your Wealthiest Prospects

Contents......Page 8
List of Figures......Page 12
List of Tables......Page 14
Acknowledgments......Page 16
Introduction......Page 20
CHAPTER ONE: The Desire to Acquire......Page 24
The Essence of Selling: Channeling vs. Creating the Desire to Acquire......Page 31
The Desire to Acquire . . . Something Nice......Page 36
So What’s the Problem? The Biggest Challenge in Sales Today......Page 43
Using the Three Passions to Achieve Sales Success......Page 46
CHAPTER TWO: The Passion of the Salesperson......Page 50
A Passion for Sales......Page 53
Case Study: Top Sales Performers on Fifth Avenue......Page 56
Case Study: Top Sales Performers in a Dallas Luxury Auto Dealership......Page 59
A Passion for Relationships......Page 60
The Long History of Passion-Based Selling......Page 62
Lifestyles of Successful Salespeople......Page 76
Discover Your Passion and Mold Your Environment......Page 80
The Next Step......Page 90
CHAPTER THREE: The Passion of the Prospect......Page 92
The Biggest Myth About the Affluent......Page 98
The Passion for Family and the “We Need” Economy......Page 104
Money, Culture, and the Niche Passions......Page 110
The Arc of Maturation and the Evolution of Passions......Page 114
The Arc of Maturation and Selling Financial Services......Page 125
Passion as the Missing Ingredient in Sales......Page 127
Summing Up......Page 131
The Next Step......Page 135
CHAPTER FOUR: The Passion of the Product......Page 136
Discovering the Essence of Luxury......Page 140
The Five Dimensions of Transcendence......Page 143
The Topography of Excellence......Page 150
Reports of Luxury’s Death Are Greatly Exaggerated......Page 152
The Next Step......Page 155
CHAPTER FIVE: Theory into Practice: Thirteen Expressions of Passion in Selling......Page 156
1. Express the Love of Your Job......Page 160
2. Tell Detail-Rich Stories......Page 164
3. Discover a Shared Pursuit......Page 168
4. Give the Docent’s Tour......Page 171
5. Understand Their Ultimate Passion: Family......Page 177
6. Satisfy the Passion du Jour: Value......Page 181
7. Use the Language of Passion......Page 186
8. Understand That Reliability Is “The New Trust”......Page 189
9. Create a Ritual of Celebration......Page 191
10. Communicate a Compelling Brand Promise......Page 192
11. Hone a Compelling Elevator Pitch......Page 195
12. Ask Passion-Based Questions......Page 197
13. Sell to Happiness......Page 199
The Next Step......Page 201
CHAPTER SIX: From Passion to Execution......Page 202
Why Most Sales Programs Fail......Page 207
Compare Weight Loss to Sales Performance......Page 209
Seven Principles for Making It Happen......Page 211
A Final Thought......Page 217
APPENDIX: Our Methodologies for Studying the Affluent and Wealthy......Page 220
The Survey of Affluence and Wealth in America......Page 223
Optimism Continues Its Cautious Return......Page 233
A Fragile Optimism, Weakened by Stock Market Concerns......Page 236
Spending Cutbacks Still Prevalent......Page 239
Finding Strength and Happiness Amid Economic Uncertainty......Page 243
Key Take-Aways and the Outlook for the Future......Page 245
The Survey of Affluent Attitudes Toward Salespeople......Page 247
The Survey of American Attitudes Toward the Wealthy......Page 248
Notes......Page 250
A......Page 258
C......Page 259
D......Page 260
G......Page 261
L......Page 262
N......Page 263
R......Page 264
S......Page 265
V......Page 266
Y......Page 267
About the Authors......Page 268