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The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers and Clients for Life, 2nd Edition

The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers and Clients for Life, 2nd Edition

Matt Oechsli

ISBN: 978-1-118-84910-1 January 2014 256 Pages




Attract and retain affluent customers and clients

Much has changed since the original The Art of Selling to the Affluent was published. The financial crisis has affected the affluent as well as the less affluent. This book brings you up to date with today's affluent and helps every salesperson understand what adjustments need to be made in order to successfully attract, service, and retain lifelong affluent customers and clients. Completely updated and revised, it is based on The Oechli Institute's latest 2013 comprehensive research.

  • Explains how the financial crisis elevated the level of anxiety and how this has affected major purchase decisions
  • Offers step-by-step guidance on how to navigate the process of overcoming social self-consciousness during the sales process
  • Author Matt Oechsli is one of the leading authorities regarding marketing, selling, servicing, and developing loyalty with affluent clients, and one of the most sought after speakers in the financial services industry

The Art of Selling to the Affluent, 2nd Edition offers a detailed landscape of today's affluent. Put yourself ahead of the competition by knowing how the Great Recession has affected purchasing behavior and where the opportunities are moving forward.

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Chapter 1 The World of Today’s Affluent 1

Profile of Today’s Affluent 5

Affluent Macro Shifts 7

About This Book 8

The Research behind This Book: 2012 and 2013

Affluent Purchasing Decision Research 12

Summary 13

Chapter 2 The Affluent Mind-Set Shift 15

Pre- and Postcrisis Decision Making 21

Pre- and Postcrisis Lifestyles 23

Summary 24

Chapter 3 Wowing Today’s Affluent 27

Your “Wow” Service Experience 30

Surprise and Delight: A Simple Way to Wow Affluent Clients 31

The Law of Reciprocity 32

Uncovering Client Information 34

Summary 39

Chapter 4 Affluent Buzz Factor 41

Hosting an Intimate Client Event 45

Reasons to Avoid Large-Scale Client Events 46

Three Objectives 48

Five Steps to Activate Affluent Buzz via

Intimate Events 50

Intimate Event Planning Form 55

Social Media 58

Visibility Campaign 61

Getting Involved 62

Social Prospecting 64

Revisiting Past Opportunities 66

Beware! Top Five Ways Salespeople

Appear Salesy 67

Summary 70

Chapter 5 Building Personal Relationships 73

Referrals versus Introductions 77

Professional Alliances 81

Getting Personal 83

Becoming Social 85

Cultivate Personal Relationships 87

The Digital Impact 88

Keep It Simple and Personal 91

Summary 93

Chapter 6 Creating the Right First Impression 95

The Great Recession’s Impact 97

The Impact of Environment 99

The Power of Personal Presence 100

Exuding Gravitas (Power Pose) 101

How to Make a Good First Impression 103

A Handful of Simple Tips 105

Summary 112

Chapter 7 Today’s Affluent Female 115

Teachable Moments 118

Paradise Lost 121

The Affluent Female’s “Gift of Gab” 124

Top Turnoffs 125

Five Steps to Strengthen Your Relationships with Affluent Women 126

Female to Female 127

Connecting 128

Summary 129

Chapter 8 The Emerging Affluent 131

The Generational Divide 133

Word-of-Mouth Power through Social Media 135

Decision Making 136

Communication 139

Generational Similarities 141

Summary 142

Chapter 9 The Amazon Effect 145

The Apple Experience 150

Online Research 151

Summary 158

Chapter 10 How to Move Upmarket 161

America on $250,000 a Year 166

The Working Affluent 168

Mind-Set 169

Knowledge 170

Opportunity 171

P.S.: Create Opportunities 171

Worst Fear Exercise 172

Summary 174

Chapter 11 Overcoming Affluent Sales Reluctance 175

Thou Shalt Overcome 178

Is This a Problem? 179

Taking Action 180

Controlling the Devilish Voice of Doubt 183

Summary 190

Chapter 12 Maximizing Your Affluent Sales Opportunities 193

Can You Envision Your Affluent Future? 197

Closing the Gaps 199

Activating Your Achievement Cycle 201

Achievements of the Past 202

Staying on Your Critical Path 206

Four Key Traits of Top Affluent

Sales Professionals 212

Summary 216

Appendix: The 12 Commandments of Affluent Selling 219

Index 235