Marketing to the Affluent
Marketing to the Affluent defines the traits of the wealthy and what It takes to reach, persuade, and market to this highly targeted audience. It discusses the real needs and desires of the rich, discussing their divergences from the needs of less-affluent consumer audiences and outlines several highly effective and proven ways to meet those needs, including how to attract wealthy customers through word-of-mouth recommendations from their friends, family, and business associates. Marketing to the Affluent book provides a powerful and proven road map to successful marketing for the rich and is required reading for anyone tasked with marketing to an affluent audience.
Praise for Marketing to the Affluent:
"Dr. Stanley's prospecting techniques saved me thousands of hours of tedious work normally given to cold calls and mailer leads. His methods gave me the surgical steel to cut into the heart of the affluent market."
— Ken Catanella, Senior Vice President, Shearson Lehman Hutton
"I have read, over the past 17 years, everything I could find about marketing financial services, and I can say without hesitation that this book is the best work of its type I have ever read."
— W. Frank Bullock, Senior Vice President, Citizens and Southern Trust Company
"Marketing to the Affluent should be required reading for every professional in the securities industry. Dr. Stanley has condensed the secrets of effective self-marketing into a cogent, concise, and comprehensive game plan. Most importantly...his ideas work!"
— Glenn M. Colacurri, Senior Vice President, Division Director of Sales and Marketing, Shearson Lehman Hutton