Selling to the Affluent by Thomas J. Stanley Ph.D

Author:Thomas J. Stanley Ph.D.
Language: eng
Format: mobi
Publisher: RosettaBooks
Published: 2012-06-28T16:00:00+00:00

And Now at the End of Our Seminar—

“Thank you for your support of our seminars on marketing to the affluent. Your continued patronage is greatly appreciated. You now have in your marketing arsenal some of the latest and most innovative weapons with which to penetrate the affluent market.

Acquiring new ideas and methods for improving one’s market performance is an interesting and exciting experience. However, the time you spent gaining this knowledge can be wasted. Courage and discipline on your part are needed to capitalize on your newly acquired strengths.

On your journey home today, think about your most important client. Most often, the client who generates the highest commissions/fees for you owns a business. But what kind of business? If you don’t know, promise yourself that you will call your client on Monday and ask the critical question about the source of his wealth.

Also, take a vow right this moment that on Monday you will ask your best client the following questions: (1) What trade journal do you read most often? (2) Can I have your old copies? (3) Who is the editor of the trade journal? (4) Would you recommend me to the editor as a possible source of an article?

Remember, your goal is to leverage your newly acquired knowledge as well as your relationships with affluent clients. Are you like most sales professionals who seek the affluent? Most have only one client from upwards of hundreds of distinct industries. Your goal should be to penetrate specific affluent targets deeply. Your first client from within a specific industry is generally the most difficult to capture. Others from within the same industry will be more likely to do business with you if you already deal with one or more of their cohorts.

One highly efficient method of prospecting relates to the use of trade journals. The trade journal that you will pick up Monday at your client’s place of work may be a treasure chest of market opportunity. Most trade journals contain articles and news reports about successful business owners who are part of a specific industry. This information can be highly valuable if you take the time to use it. When is the ideal time to contact a prospect? The ideal time is when he is euphoric about being cited in his favorite trade journal such as Sludge Tomorrow or Scrap Metal Diary. Consider capitalizing on his needs and values. He wants his achievements to be recognized in these trades. You, too, would be proud with an acknowledgment in your own industry’s trade journal as a top-performing sales professional. So have some empathy for the same needs of the superachievers in your targeted industries. Identify them from the trade journals. Contact them and congratulate them. Affluent prospects are more likely to deal with sales professionals who have clients from within the same industry and who recognize their achievements. But, in most cases, these achievements will never be publicized in the local newspaper. So, look beyond the so-called popular press.

How else can

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