Overview

In this practical and fascinating follow-up to their behind-the-scenes look at America’s most powerful and influential class, authors Jim Taylor, Stephen Kraus, and Doug Harrison reveal insights and indispensable techniques to help salespeople and marketers hone in on wealthy customers, pique their interest, and earn their trust--and repeated business. The New Elite leveraged unprecedented research to reveal what motivates the wealthy class, how they think, where they shop, and how they really spend their money. Now, based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton, Selling to the New Elite explains what the truly rich want from brands, what they expect from the marketplace, and how their changing purchasing patterns could mean big business for you. Including eye-opening stories from mutually satisfying interactions between salespeople and affluent buyers, the book showcases the best practices that have led to hundreds of successful sales and incorporates exercises that allow you to apply the information in your own context. By helping readers win over the wealthiest customers, this one-of-a-kind guide offers the key to becoming rich yourself.

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9780814434772

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Reviews

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

. ..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

Author Information

"STEPHEN KRAUS is vice president of Harrison Group, where he provides senior leadership to the company's wealth consultancy. JIM TAYLOR is vice chairman of Harrison Group, one of the country's most respected marketing firms, and a widely recognized marketing expert. His clients include American Express, Chanel, UBS Private Wealth Management, and Neiman Marcus. DOUG HARRISON founded Harrison Group in 1996 and has developed branding strategies for Coca-Cola, Microsoft, Louis Vuitton, Four Seasons, Bank of America, and other impressive companies. Taylor and Harrison are the authors of ""The New Elite."""

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