The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers & Clients for Life
This insightful book shows how companies can meet the needs of wealthy clients from the first contact, a presentation to the level of service and quality they expect to give them as long-term customers. Based on extensive research on consumption patterns and expectations of the wealthy, this step by step guide shows selling secrets to attracting and keeping wealthy clients for life, increased sales and repeat business. The art of selling is rich Rating: 
Price: $ 27.95 Price:
If you sell something, whether professional, personal or technical, this book will give you the information you need to bring a large part of sale of the fees that you want.
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List Price: $ 18.00 Price: $ 7.40
This EBook provides practical, easy to follow, in depth, step by step guide that clearly shows you the most effective ways to sell your horse and pony. The Essential Guide to sell his horse. Related service products sold
Price: $ 27.95 Price: If you sell something, whether professional, personal or technical, this book will give you the information you need to bring a large part of sale of the fees that you want. Rating:
List Price: $ 18.00 Price: $ 7.40
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Tags: Affluent, Attract, Clients, Customers, Life, Retain, selling, Service, Wealthy
May 23rd, 2010 at 10:58 am
Review by Rolf Dobelli for The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers & Clients for Life
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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.
May 23rd, 2010 at 11:33 am
Review by Gary L. Wulf Jr. for The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers & Clients for Life
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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.”
May 23rd, 2010 at 12:14 pm
Review by Carmen Matthews for The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers & Clients for Life
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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. You can tell whether a man is wise by his questions.’”
“There’s an old saying that ‘price is only a consideration in the absence of value.’”
“Solving a client problem is obvious. Resolve it quickly and to the client’s satisfaction, and it directly impacts repeat business and referrals.”
There are three elements in this book that I was surprised by:
1. Although the Ritz-Carlton Service credo was mentioned many times, as the standard by which the affluent make their purchases, I had to surf the net to find out what that credo actually says. I was surprised that the credo was not as in the chapter that discusses how to design your own business credo.
2. Perhaps because this book was published in 2005, I was surprised by the suggestion to send so many emails. This has now been replaced with sending SendOut Cards.
3. While I was so “stoked” by Chapter 8, “Becoming Even More Magnetc: Internet Savvy,” it was interesting to note that the guidance in this book, on page 132, about “Google Local” is out of date. And, by the time I read this chapter, I thought, “Wow! Could Oechsli possibly offer more gems in the pages left?” The answer is, a resounding, “Absolutely!”
May 23rd, 2010 at 12:18 pm
Review by John Chancellor for The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers & Clients for Life
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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. Concept selling begins with learning about the prospects goals and aspirations as they relate to your product or service.
In addition to all the information and advice on selling to the affluent, Matt gives some very good information on how each person can better achieve their own goals. First you need to determine if you work from an “avoidance pattern” or an “achievement pattern”. Far too many people work at things that avoid taking direct action toward their goals.
The book is well organized, well written and has lots of valuable information. There is a summary at the end of each chapter and action steps that you should take to implement the concepts.
The main reason that people do not achieve their goals is they don’t take action. Oechsli says that all we do is driven by three concepts, feeling, thinking and doing. We need to reverse that sequence to doing, thinking and feeling. If we do more, we will achieve more.
If you want to join the ranks of the affluent rather than being envious of them, read this book, take the actions recommended and you will transform your life.
May 23rd, 2010 at 12:30 pm
Review by Susanna Hutcheson for The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers & Clients for Life
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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. But it’s a far cry from the last word or enough words on the subject. In fact, I find a bestseller from the nineties to be far superior – Selling the Invisible: A Field Guide to Modern Marketing – I listen to the audio version several times a year because it’s so great.
Nonetheless, I recommend this book. It’s a good, fast read and if you’re just beginning your career, you can gain a great deal from it.
- Susanna K. Hutcheson
May 23rd, 2010 at 12:53 pm
Review by Stacey Agin Murray for Selling Your Services: Proven Strategies For Getting Clients To Hire You (or Your Firm)
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I discovered how informative this book was last spring when I took a class called Starting a Small Home Business. The instructor recommended ‘Selling Your Services’ as an excellent resource for small business owners and I must agree. Not only did I learn how to counteract objections of prospective clients, I also learned easy ways to promote, structure, and grow my business. This book proved to be an asset in the creation of my small business. Besides being chock full of great ideas, it’s also an easy read for anyone who does not hold an MBA and would like to start their own service-oriented business.
May 23rd, 2010 at 1:30 pm
Review by keh for Selling Your Services: Proven Strategies For Getting Clients To Hire You (or Your Firm)
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I’ve been listening to the audio tape that I borrowed from the library and have been so consistently struck by the simplicity and truth of his advice, that I just had to buy the book for myself. Mr. Bly helps the independent consultant/vendor get back to basics and has some excellent concrete suggestions and checklists. I didn’t learn any one thing that was startling, but in the din of ideas and tactics that the independent gets inundated by, Mr. Bly’s work stands out.
May 23rd, 2010 at 2:14 pm
Review by Justin Hitt for Selling Your Services: Proven Strategies For Getting Clients To Hire You (or Your Firm)
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For over 10 years I’ve provided management consulting to executives, and now I feel ten times more confident about selling my own services. As with many experts, I know my craft, but before “Selling Your Services” I wasn’t clear on how to sell me.This book has an easy to follow table of contents and is very well thought out. Everything is modeled around a 5 step strategy to sell your services, and covers the differences between product and service provider selling.Methods shared are clear and easy to understand, applicable for any professional services from lone landscaper selling to consumers through professional business-to-business firms like my own.While some of the materials were review, I appreciate the great emphasis on building strong mutually beneficial relationships that grow over the long-term. A very important point that makes this book useful even to executives not directly involved in selling.
May 23rd, 2010 at 2:35 pm
Review by Cosmas Bisticas for Selling Your Services: Proven Strategies For Getting Clients To Hire You (or Your Firm)
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I am charging this book with one star because the author despite his very creative ideas, has let his prejudice against certain types of promotion such as telemarketing and door-to door canvasing, highlight his preference in direct marketing which is a business in which he has made his living. By no means am I knocking the usefulness of direct marketing, but I am certain that many businesses could benefit greatly from these other two methods of promotion, depending of course on the type of service they are offering. An obvious example of this might be a lawn care service who in my opinion would benefit greatly from knocking on doors.
As far as handling leads once you have them , how to deal with arguments and closing the sale I believe that the book is an excellent reference especially for people that don’t have much experience selling intangibles.
This is a good oveall handbook for any service providing small business that wants to learn how to maximize his or her results with their potential clients.
May 23rd, 2010 at 2:44 pm
Review by for Selling Your Services: Proven Strategies For Getting Clients To Hire You (or Your Firm)
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Although I’m a graphic designer and not a writer, I found this book extremely helpful. Most sales books come from the perspective of selling a product – very different from selling a service. Bob has an excellent way of translating the sales process for those of us who depend on repeat business. He also includes very relevant cautions. Relationship selling requires good chemistry and common sense, as opposed to a product sale where numbers are the only concern. I would (and have often) recommend this to anyone who has a service to sell.