Introduction: Goals of the Book PART ONE: The Affluent Customer Chapter 1: Identifying Affluent Customers Chapter 2: Affluent Women 2. Selling beauty Chapter 3: Affluent MenPhoto courtesy of pmba.econsultant.com
Introduction: Goals of the Book
- Attracting and appealing to affluent customers
- Understanding the psychology of affluent customers
- Marketing aimed at the psychology of affluent customers
PART ONE: The Affluent Customer
Chapter 1: Identifying Affluent Customers
Photo courtesy of pmba.econsultant.com
- The moneyed customer
- The rich customer
- The ultra-rich customer
- What the rich do differently
- Goods, services, and products the affluent buy
Chapter 2: Affluent Women
- Appealing to the affluent female psychology
- how to sell to women
- the opportunity of “women only” marketing
2. Selling beauty
Chapter 3: Affluent Men
- Appealing to the affluent male psychology
- emotion-based purchases
- status-based purchases
- How to sell to men
Chapter 4: Affluent Same-Sex Customers
- Appealing to the affluent same-sex psychology
- travel: cruises, casinos, hotels
- Restaurants, clothing, furniture
Chapter 5: Older Affluent Customers
- Appealing to the affluent baby-boomer psychology
- Marketing designed for affluent baby-boomers
- language
- nostalgia
- what alienates baby-boomers
- What affluent baby-boomers want
- to buy time so they can save time
- responsive to services previously offered to the rich and ultra-rich
- a better experience
- service that caters to their on-the-go lifestyle
- new experiences
Chapter 6: The Self-Made Affluent
- Appealing to the psychology of the self-made affluent
- What the self-made affluent want
- independence
- value
- status
Chapter 7: Opportunity and the Affluent Customer
- Affluent customers read reviews before buying luxury goods
- Affluent customers like to shop online
- Those who shop online spend more: $114,632 versus $22,813 for those who shop in stores
- 89-percent of affluent customers work full-time
Chapter 8: The Affluent Psychology of Elitism
- Affluent people like to associate with affluent people
- Affluent people like to live with affluent people
- Affluent people are very competitive
Chapter 9: The Affluent Psychology of Impulsive Buying
- What impels the affluent to buy
- “you can’t take it with you”
- rewarding self
- filling emotional emptiness
- status (recognition)
- fear of being left out or left behind: belonging
- basic human insecurity
Chapter 10: The Affluent Customer and the Psychology of “Feeling”
- The price is relative
- Perception, image, and feeling
Chapter 11: The Affluent Customer and the Psychology of “Special”
- Feeling “special” is emotional
- Feeling “special” involves indulging oneself
Chapter 12: The Affluent Customer and Status
- Status is psychological
- Goods, products and services can confer status
- Selling status to the affluent means:
- selling more than goods, products and services
- selling an abstract idea
- selling to emotions
Chapter 13: Affluent Customers and Luxury Items
- Luxury goods, services and products are fleeting
- Affluent customers want exclusivity
- Exclusivity tends to trickle down
- To retain affluent customers a business must change
- Affluent customers are always looking for newer, more exclusive items
Chapter 14: The Affluent Customer as Aficionado
- Targeting areas of zeal
- Niche marketing for male and female aficionados
Chapter 15: The Affluent Customer as Collector
- Marketing to affluent collectors
- limited editions
- selling information to collectors
Chapter 16: Targeting the Children of Affluent Customers
- Affluent Customers as competitive parents
- Children provide status for affluent customers
- Status through elite schools
Chapter 17: Targeting the Pets of Affluent Customers
- Pets valued as children
- What affluent customers buy for their pets
- Selling luxury items for pets
Chapter 18: Targeting Affluent Single Men
- Affluent men spend lavishly on sports, vacations, jewelry, and cars
- Niche marketing
- What affluent men want in personal indulgences
Chapter 19: Affluent Customers and Home
- Some affluent people own multiple homes
a. selling real estate to the affluent
- What the rich buy for their homes
a. selling luxury décor to the affluent
Chapter 20: Affluent Customers and the Restaurant Industry
- Statistics about America’s passion for eating out
a. targeting your cuisine to the affluent
- Destination restaurants and marketing
Chapter 21: The Lifestyle of the Affluent
Defining what the affluent want as a lifestyle
- approbation
- make their own rules
- want to be perceived as distinct
- want a stress-free environment outside of work
- want the best service, products and information
- The affluent are willing to pay for this lifestyle
- How to package and sell to preferred lifestyle of the affluent
PART TWO: Selling to the Affluent Customer
Chapter 22: Attracting the Affluent Customer
- Provide genuine approbation
- Provide professional expertise
- Provide ease and convenience
Chapter 23: Marketing Directly to the Affluent
- Global marketing is a must
- Use the internet
- Define your niche and market to it globally
- The affluent respond to humor, gimmicks and alternative marketing
Chapter 24: Fine-tuning Direct Marketing to the Affluent
- Takes expertise and lots of work
- must be systematic and flexible
- Requires thinking outside the box
- Requires communication, which leads to word of mouth advertising
Chapter 25: The Doorway to the Affluent
- Targeted mailing lists
- Mailing lists make your business visible to the affluent
- Where the affluent live
Chapter 26: Packaging Is Everything
- It is not the product, it is the idea that sells
- Selling the idea involves semantics
- Selling the idea is an art not a job
- Effective selling to the affluent requires training
- The semantics of privilege
Chapter 27: Word-of-Mouth Advertising Rules
- Good is never enough
- Marvelous leads to referrals
- The affluent trust word-of-mouth recommendations from other affluent people
- Affluent “connectors” and recommendations
Chapter 28: Making Your Business Unique
- Boring is the kiss of death to your business
- Presenting your business as “experts”
- promotion
- publicity
- The higher the price, the more the publicity
Chapter 29: Pricing Strategies for the Affluent Customer
- Appealing to status with enhanced packages
- The 20 percent rule
- Memberships
Chapter 30: Financial Recessions and the Affluent
- Statistics on how a recession impacts the spending habits of the affluent
- The one-percent rule
- Selling to the affluent makes a business recession-proof
Chapter 31: Seller Psychology
- Selling to the affluent is a choice
- Believe in yourself and be meticulously professional
- The affluent are people: the golden rule
Chapter 32: How to be a Successful Seller
- Appearance does make an impression
- Communication implies accommodation
- Confidence
Appendix