The Art of Selling to the Affluent
How to Attract, Service, and Retain Wealthy Customers and Clients for Life
By Matt Oechsli
About the book
Matt Oechsli updates his guide to selling to wealthy customers for the years after the financial crisis, which he says hit the affluent as well as everyone else. This revised second edition rests on his institute's 2013 research and lays out what salespeople must change to attract, serve and keep affluent clients for life. It explains how the crisis raised anxiety among the wealthy and how that anxiety now shapes major purchases. Oechsli also gives step-by-step guidance on getting past social self-consciousness during a sale, and maps how the Great Recession changed buying behavior and where new openings lie.
Cetera Financial Group CMO Susan Theder endorsed it, crediting Oechsli with understanding how affluent clients think instead of repeating the old advice to ask for referrals.
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This book has 1 recommendation
Susan Theder (CMO/Cetera Financial Group)
Shockingly professionals are still following the advice of the sales gurus of yesteryear who preached the importance of "asking for referrals". Yet, when is the last time anyone responded to this question by immediately jotting down the name, number, and email address of a good friend or family member? Matt has tapped into the mindset of the affluent helping marketers and sales professionals understand the far more subtle techniques that build long-term loyal clients who happily refer –without being asked. The Art of Selling to the Affluent II is an easy read with actionable takeaways. It cements the fact that relationship management strategies combining business and social interactions are the secret to an endless source of introductions.
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