THE COMPLETE GUIDE TO MARKETING TO AFFLUENT CUSTOMERS: Everything You Need to Know to Attract a Wealthy Customer Base By Sandra

Gehring Chapter 1: the Wealthy Customer is worth His Weight in Gold

A. Wealth powers the train and so do the wealthy customers a. The buying power of the wealthy Example of products Example of services b. The buying habits of the wealthy quality over quantity demand for level of service creatures of habit -example 1 -example 2 c. The buying habits of the regular customer B. Who are the wealthy customers? a. Old money vs. new money -Rockefellers vs. Trump -Kennedy vs. Gates -Vanderbilt vs. Buffet b. High profile wealthy -if theyve got it they flaunt it -celebrity affluent -spending style c. Low profile wealthy -wealth built slowly -comfortable but not extravagant -spending style C. Common traits of the wealthy a. courageous b. disciplined c. hard working d. possessing strong social skills D. The affluent entrepreneur a. risk takers b. spending patterns E. The affluent employee a. extreme work ethic b. spending habits

Chapter 2: Hiding in Plain Sight

A. How do you locate wealthy customers a.the look b. the habits c. the places d. the people e. the patterns Example 1 Example 2 B. How do you target wealthy customers a. The self-made millionaire leads a balanced life b. The new affluent & the service industries they excel in c. after you locate them C. What do the wealthy expect? a. From products b. From services c. From sellers

Chapter 3: Marketing to the Wealthy Today is not for the Faint of Heart
A. The Changing Definition of Marketing a. The original definition of marketing Define Why it is obsolete b. What is the new definition of Marketing? Define Why it has changed c. How can you apply this definition to your industry/business? Examples of various businesses marketing efforts -Product based business example -Service based business example -large corporation business example

B. The Value of Marketing, especially to the Affluent a. What exactly is affluent? Define affluence Give examples -new money example -old money example -cash poor example b. Why is Marketing to the Affluent Unique? What are the commonalities

 What are the differences -scenario 1 -scenario 2 What will change in your marketing strategy? -changes in service -changes in product C. Your Marketing is Not about You a. What marketing should not focus on? b. What marketing should focus on? c. How to target your affluent customer specifically Example 1 Example 2

Chapter 4: Sink or Swim

A. Relationship building in an affluent scenario a. Connecting emotionally with the wealthy customer b. Introductions are key c. Sharing common interests Example Charities Example Children Example Politics B. Making your pitch memorable not mind-numbing a. Selling completes the marketing loop b. What makes an effective sales pitch to the affluent? Example of success Example of not-so-successful C. Selling success with word of mouth a. Acting as a resource to an affluent customer Example Example b. What is lead generation in todays plugged in environment Example using old school/tried and true method Example using technology and social media D. Your Selling is about YOU a. Personal brand development Define Example Example b. Using your brand to convert a lead c. Using your brand to problem solve

Chapter 5: Are Marketing and Selling the same thing?

A. What do duck hunting, the military, and gender roles have in common with Marketing and Selling? a. Duck hunting Marketing spreads corn as bait Sales shoots the birds in the pond b. The military Marketing is in the air dropping bombs Sales is on the ground fighting c. Men and women Marketing is more feminine Sales is more masculine B. Affluent Customers accept marketing a. Wealthy customers enjoy or tolerate marketing Example b.Wealthy dislike and resist being sold Example c. How to seamlessly bridge the gap example using product example using service d. You be the judge, identify marketing or sales as the solution Example 1. in quiz format Example 2 in quiz format C. The increasingly important Value Proposition a. why it is increasingly important b. application in marketing to the affluent c. application in selling to the affluent D. Why effective brand mgmt is integral a. Define brand mgmt Example 1 Example 2

Chapter 6: There is a U in Success

A. The traits of the successful marketer a. define successful selling to the wealthy customer b. list the traits invests time in understanding customers Example uses knowledge to attract customer Example

stays close to customers Example becomes one with customers Example knows how to say no Example B. Lack of curiosity will kill the cat in marketing to the affluent a. ask the right questions Example question for product sale Example question for service sale b. ask all the questions c. understand how curiosity mimics interest C. Master the technology aspect of selling to the affluent a. what technology is the affluent using search engines websites social networking b. how are the affluent using technology Example c. ways you can use technology for reaching affluent customers D. What you are really selling to the wealthy customer is yourself a. confidence b. action c. decisiveness Example 1 Example 2

Chapter 7: What are you really selling?

A. You are your own brand a. the affluent are buying you, not your product b. the key aspects of your personal brand : confidence honesty integrity drive B. How to mirror the beliefs and ideals of the wealthy customer a. present yourself as the affluent want to see you b. apply the traits of the affluent to your life List the necessary traits

-effective use of time -superior knowledge -building a relationship -maintaining the relationship Example 1 Example 2 Example 3 Example 4

C. Excellence takes hard work & guts trust your knowledge trust your product/service trust yourself

Chapter 8: Research, Research, and More Research

A. Know the entire market before you select yours Define a market analysis a. Who are the potential customers for your product b. Who is your current customer base Why are they your customers example c .who is not your current customer why not example d. What makes the wealthy a good target customer for you review buying habits review buying preferences B. Identify YOUR target market a. Define target market b. Define wealthy target market C. Types of Customer/Market Research Define Market Research Example 1 Example 2 Example 3 C. a. b. c. Know the type of research best suited to your needs Cost variables Target audience reach variables Why anecdotal research is doomed to fail

Chapter 9: Can You Hear Me Now? Its more than just listening

A. Develop Great Communication with the Wealthy Customer a. Identify the 4 different temperament styles Expressive Define Example Aggressive Define Example Passive Define Example Analytical Define Example B. Why are these styles important in marketing to affluent customers Example B. Quickly & accurately recognize the wealthy customer temperament a. How to read your customer Why is this important b. Apply the correct communication style How to apply Example 1 Example 2 C Speaking a common language is critical a. Detail the styles of persuasion needed for each temperament b Use the power words for persuasion Examples of power phrasing using the magic words Examples of words to avoid D Walking the tightrope of reading a wealthy customer a. how is this different in an affluent customer Compare and contrast affluent and regular customers Example

Chapter 10: The Final Word - the 10 Best Kept Secrets to Success
A. First Commandment: Respect the Customer , a. Articulate professionally in all correspondence Use specific vocabulary Be prompt and on deadline b. Make relationship professional but personal Make an effort to have face-to-face meetings Get to know the persons interests and passions

 Be trustworthy and foster open communication B .Second Commandment: Listen to the Customer a. hear what the affluent customer says and means b. listen for what is unsaid c. read the customer temperament d. respond in kind C. Third Commandment: Stay Close to the Customer a. know the story of your affluent customer know their personal preferences know their business know their lifestyle details b. incorporate your knowledge into every interaction c. regard your knowledge as privileged information D. Fourth Commandment: Anticipate the Needs of the Customer a. be proactive with service and support b. put yourself in the wealthy customer shoes and respond accordingly E. Fifth Commandment: Make the Customer Feel Important a. handle all communication with respect b. highly value the customers time and attention c. convenience equals value to the affluent customer F. Sixth Commandment: Know the Power of Passion a. your enthusiasm and drive matters to the affluent customer energetically commit to the affluent customer b. be extremely positive in all of your dealings c. speak highly of yourself and your product d. dont be afraid to disagree offer creative alternatives demonstrate that you are an outside-the-box thinker G. Seventh Commandment: Over-deliver on Customer Service a. affluent customers require super service b. strive to exceed expectations in product or service c. be willing to over-communicate d. read your affluent customer so as not to annoy H. Eighth Commandment: Keep Your Promises a. meet or exceed your deadlines b. be diligent in your communication c. promise willingly but not lightly d. deliver on time every time

I. Ninth Commandment: Revere the Testimonial a. keeps in touch with satisfied affluent customers b. solicit other affluent customers support b. appropriately request referrals from wealthy customers c. word-of-mouth is a powerful recommendation

J. Tenth Commandment: Never Let Them See You Sweat a. Be confident in all of your dealings b. Marry one part humility with two parts self-confidence