Selling to The New Elite: Discover the Secret to Winning Over Your Wealthiest Prospects

Revelatory and surprising, based on unprecedented research, The New Elite took a behind-the-scenes look at America’s rich that shattered the prevailing myths about how the “other half” lives. Now, in this practical—and equally fascinating—follow-up, Selling to the New Elite, the authors reveal what the truly rich want from brands, what they expect from the marketplace, and how the Great Recession has reshaped their purchasing patterns.

Based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton, as well as interviews with top sales professionals and marketers, the book shows you how to better target qualified prospects, convert prospects to customers, nurture one-time customers into raving fans, help raving fans spread the word, and win back disaffected customers.

The book examines the nature of luxury, what affluent buyers care most about when making a purchasing decision, and how their values and interests can provide a way into forging the spirit of trust and enthusiasm so necessary when selling or marketing to them. Packed with insight, examples, eye-opening stories, and exercises, Selling to the New Elite contains the practical strategies you need to successfully sell to those with the power to buy.

Praise for The New Elite:

“Great reading, even better inspiration for millionaires-to-be.”— ALA Booklist (starred review)

“[T]ake heed, luxury providers: if you pay more attention to the elite customer’s history and disposition, you are more likely to strike gold.”— Time magazine

“If you are interested [in] marketing to the super-wealthy . . . try this fascinating book to tell you who they are, where they are, and what they do.”— Life Insurance Selling

“. . . a must-read for consumer marketers and interesting reading for the rest of us.”— Graziadio Business Report

“Want to get inside the minds of the truly wealthy? The New Elite offers exclusive access to the ‘new financial elite’ and some surprising answers as to how they achieved their economic status.” — QRCA Reviews

“Charts and graphs throughout distill key data into easy-to-grasp nuggets, lending clarity to this book whose fresh take on the habits of the American economic elite will be indispensable to marketers.” — Publishers Weekly