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The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers and Clients for Life Hardcover – December 27, 2004

4.4 out of 5 stars 21 customer reviews

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Editorial Reviews

From the Inside Flap

Obviously, those who earn the most money usually spend the most. They live in the nicest neighborhoods, drive the most expensive cars, eat at the finest restaurants, and have more complex financial and investment needs. For most salespeople, the affluent represent the Holy Grail of prospects. These are the most profitable clients—but they are also the most demanding and enigmatic of customers.

How do the wealthy make their purchasing decisions? What do they expect in a product or service? How do you get—and keep—their attention? How do you turn them into loyal customers who'll spread the word about you and your product? The Art of Selling to the Affluent has all the answers to these and many more questions.

This insightful book shows you how to meet the needs of these most particular clients—from the initial contact, to the sales presentation, to providing the level of service and quality they expect, to securing them as long-term customers. Based on extensive research of the buying patterns and expectations of the wealthy, this step-by-step sales guide reveals the secrets of attracting and keeping wealthy clients for life, showing you how to:

  • Grab the attention of wealthy potential customers
  • Understand how the affluent think about and make purchasing decisions
  • Create the right sales environment for attracting high-dollar clients
  • Approach wealthy clients with confidence
  • Build long-term customer relationships with the affluent
  • Use the Internet to connect with your ideal client
  • Provide high-end service cheaply and efficiently
  • And use these secrets to attain a higher standard of living for yourself

The Art of Selling to the Affluent immerses you in the world of wealth so you can better understand how the affluent think and act, uncovering and influencing those critical factors that shape their buying decisions. With proven, step-by-step advice on satisfying and retaining top-dollar clients, this is the ultimate guide for salespeople who must tap the affluent market in order to survive and thrive.

From the Back Cover

"If you work with the affluent, you will most certainly benefit from Matt's work. This book is a must-read!"
—Ray Scalfani, Managing Director, AllianceBernstein

"Specific, thoughtful, supported with evidence and practical, it deserves to be read and reread by salespeople targeting the affluent."
—George W. Dudley, scientist/author, Coauthor, The Psychology of Sales Call Reluctance: Earning What You're Worth in Sales

"Oechsli's book is an ideal road map if you want to reach the affluent and become affluent. . . . I highly recommend it."
—Rich Santos, Group Publisher, Primedia Business Magazines & Media

"Nobody knows more about the affluent market than Matt Oechsli. His research is impeccable, and his strategies are real-world. They work!"
—Bill Cates, President, Referral Coach International

"Matt Oechsli's The Art of Selling to the Affluent is specific, practical, supported by the latest independent research, and will help anyone attempting to market their services to the affluent."
—Ron Carson, Senior Vice President, LPL, President, Peak Productions

"Matt Oechsli's well-documented work will become the primary source for selling to the affluent. Fail to read this at your own risk."
—Bill Brooks, author, The New Science of Selling and Persuasion

"Matt has done it again. His combination of research with practical how-tos has created a must-read book for anyone working with the affluent."
—Steve Binder, Regional President, Wachovia Securities

"Anyone actively applying the methodology and techniques learned from Matt will become as affluent as the affluent they serve—so be warned!"
—Paul W. Chan, CFP, CPA, ChFc, CLU, CEO, S&P NewWorth Advisors, Malaysia


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Product Details

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (December 27, 2004)
  • Language: English
  • ISBN-10: 0471703230
  • ISBN-13: 978-0471703235
  • Product Dimensions: 6.3 x 1 x 9.3 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #968,890 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Susanna Hutcheson TOP 1000 REVIEWER on December 30, 2009
Format: Hardcover Verified Purchase
I bought this book because I have a client who sells to the wealthy. I thought perhaps I'd find a gem or an idea, something I perhaps could use to put in his marketing mix, which is already successful. I wanted to be better able to help the client meet his needs. What I discovered was that selling to the affluent is not so different than selling to Joe Sixpack. Oh, Joe may not expect to be treated like a king but he would sure love it if he was. So, it goes without saying, the wealthy certainly want to be looked up to and treated somewhat royally.

What I took away from the book is that those who sell to the affluent should:

Make themselves available to them 24/7/365
Give them their cell phone number and contact numbers and encourage them to call you if they have any problems
Solve any problems immediately and with no hassle
Do all you can to make the relationship hassle-free and stress-free.
Treat the affluent like the winners they are.
Don't try to sell them - let them buy.
Don't push them.
Join groups where the affluent are.
Become like the affluent.
Become comfortable with them.

Beyond this, it's a book on salesmanship. It is, in fact, somewhat basic salesmanship. The affluent are just folks who come from modest backgrounds in most cases. Their needs have grown as their income has grown. They are stressed and have a good deal of responsibility. So the person who can make their lives easier and better is the person who will get their business. And, yes, they'll gladly pay more for better service.

But, as I said, all of the above can be said about any group of people sans having lots of money.

Certainly if you want to sell to the affluent or if you already do, this is a good book to read.
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Format: Hardcover
If I were to follow the rules of a savvy, demanding reader, as suggested in the book, "How to Read a Book," I would have casually read this book, without trying to absorb as much as I can; and opted for the second read to be when I choose to be "one with the author," and act like we are truly havng a conversation.

But this 215-page book has more information in it that anybody, or at least myself could expect, that there's no way I would lightly read it. Besides writing throughout the margins, I took t least 8 full pages of copious notes on this first read.

And I am sure that I not only will re-read this book, I will become one with the affluent, as a direct result of applying the lessons in this book.

Here's some of the many quotes that I appreciated:

"If you or your company is targeting major purchase decision makers, regardless of the products or services involved, your income depends upon your ability to get in sync with the major decision-making process of your ideal affluent clientele."

"When selling to the affluent, you don't simply manage the sale; you manage the relationship."

"Offering the lowest price has the least influence on whether the affluent will conduct future business with you."

"Face-to-face communication is .. the richest medium of communication possible. It engages all five senses and includes everything about your appearance, mannerisms, and speech matters."

"...move beyond believing that the affluent are bigger than life or that you need them a lot more than they need you. The relationship you seek is one where you need them and they need you."

"It has been said that,'You can tell whether a man is clever by his answers.
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Format: Hardcover
I have been in the business for 20 years, and have recently been involved in closing the largest, most complex estate planning deals of my career. This is hands-down the clearest, most concise book on the mind of the affluent that I have ever read. The book describes exactly what I have been experiencing over the past 5 years in the industry and with my clients and prospects. For anyone who has at least one "high-net-worth" or affluent client this should be a "Must Read."
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So you want to sell your products or services to wealthy individuals, but you aren't exactly sure how to do it? Don't worry. In many ways, selling to the rich is the same as selling to anyone else you want to convert into a loyal customer, but with a few important twists that might take a little practice. Sure, the wealthy can be more demanding, but the potential return more than justifies the extra effort. Before he distills his techniques down to seven straightforward selling rules that might apply in other circumstances as well, author Matt Oechsli provides survey-generated facts about the wealthy. This book overflows with axioms, "commandments," checklists, fill-in-the-blanks, calendar schedule pages, diagrams for business cards and numbered lists. All the sidebars suggest that there is science as well as "art" in selling to affluent buyers. We recommend this book for its useful insights into the high-stakes business of luxury sales.
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If you are involved in selling in any way, you would do well to read this book and use it as your selling manual.

The pyramind shaped economy has been replaced by the hour-glass economy. The middle class is disappearing while the high and low ends are expanding. The low end of the economy is price restricted. They must make their decisions based on price and therefore most of their purchases are commodity based. That is a difficult way to make money. Low price is not a sustainable competitive position.

No one wants to be middle class anymore. The ambitious want to move up to the affluent. This book is all about effective selling to the affluent. It is well researched, action oriented and street tested. The book is easy to read and contains a wealth of information.

There is lots of information, much of it counteintuitive, about effective selling to the affluent. Among the affluent, price ranked last in terms of influencing major purchases. That does not mean that price is not important - it is - but is is linked to perceived value. The affluent did not become affluent by ignoring price. But they focus on the total transaction - the total value.

The quality of the warranty or guarantee had the most influence by a large margin. When selling to the affluent, you must focus on building a relationship. They detest being sold. They want to be served and assisted as the move through the decision process.

To effective sell to the affluent, you need to change your mindset from selling a product with its features and benefits to concept selling. It is the heart and soul of selling to the affluent. People will always pay more for ideas than they will for products.
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