"…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
“…impassioned guidebook…enriched with illuminating examples of techniques highly successful salespeople use…with wealthy customers.” --Fort Worth Star-Telegram
“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
“…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
“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
“While mainly aimed at those selling luxury goods, it offers many valuable lessons for wealth managers, financial advisors and estate planners.” --Accounting Today
“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
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.