Selling to The New Elite

Discover the Secret to Winning Over Your Wealthiest Prospects

by Jim Taylor , Doug Harrison , Stephen Kraus

Number of pages: 272

Publisher: AMACOM

BBB Library: Sales and Marketing

ISBN: 9780814434772

About the Authors

Jim Taylor : He is Vice Chairman of Harrison Group, and is among the


Doug Harrison : Doug Harrison is the founder and CEO of the Harrison Group,


Stephen Kraus : Steve currently serves as Chief Insights Officer for Ipsos MediaCT, and


Editorial Review

We know how hard the last few years have been. Many have called it the Great Recession, with good reason, as it has already been far longer and more severe than any economic downturn since the Great Depression. Government economists tell us it began in December 2007, but the researches identified spending cutbacks and an “emotional recession” as early as mid-2006. Despite the government’s assertion that the recession ended in June 2009, over 90 percent of the affluent believe the recession still continues today, and over 60 percent expect it to continue for more than a year—attitudes that can easily become self-fulfilling prophecies. Most have reduced their spending. “I’ll buy whatever I want” has been replaced with “Let’s buy only what we need.” The process has made them feel smart, not deprived, and most expect to continue their newfound frugality and value-orientation when and if the economy improves.

Book Reviews

"Selling to the New Elite reveals what the truly rich want from brands, what they expect from the marketplace, and how the Great Recession has reshaped their purchasing patterns." - American Management Association

"Loaded with insight and indispensable techniques, this one-of-a-kind guide shows readers everywhere how they can win over the wealthiest customers...and become rich themselves." - Walmart

“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

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Wisdom to Share

People like stuff. They buy stuff. They accumulate stuff. They don’t particularly like to get rid of stuff. It is deep in our DNA.

The biggest challenge in sales today, particularly as it pertains to the affluent, is this: Customers have stopped listening.

Sales success comes not to dabblers and dilettantes but to those with a true love of what they do.

Most wealthy individuals became wealthy not by aspiring to wealth per se but by pursuing a personal passion

Passion stands at the core of sales success.

Aside from having a passion for selling, another characteristic of highly successful salespeople is their passion for relationships.

Building relationships is the essence of successful sales. The goal is to turn that person who is a onetime sale into a repeat customer.

Your personal sales success is about discovering the passion within you and choosing and molding your environment to fit that passion. It’s about finding ways to express that passion that fit with your personal style.

Passion transcends personal style. In fact, it morphs and manifests itself differently in different people, depending on personal style.

Great salespeople understand the brands they represent. They can give detailed descriptions of the brand’s history and heritage