The introduction presents three primary goals of the book. Each of the three goals is briefly examined. The importance of understanding the psychological make-up of potential customers is discussed.
Chapter 1: Identifying Affluent Customers
This chapter defines three different affluence levels. The levels are based on yearly income: $200,000 +, $1 million +, $5 million +. The chapter also explains that affluent customers use their money differently than the middle class. Goods, services and products commonly purchased by the affluent are presented.
Chapter 2: Affluent Women
This chapter tells why affluent women purchase luxury goods. The psychology of female customers is different than that of male customers. Therefore, selling to women requires a different approach. How to sell to affluent women is discussed, along with the vast opportunities of targeting female customers. For example, women are more adept at perceiving emotions in people’s faces. Women are also better at multi-tasking because they are less channeled into one way of thinking than men. Men are better at reading maps, according to research presented in Newsweek. Which means both genders are emotional and spontaneous in making purchases. The difference lies in communication. These differences will be discussed. BMW was one of the first auto manufacturers to recognize and capitalize on this gender difference. Chapter two also delineates ‘beauty’ as a product that can be packaged as an idea and sold. How selling status to women is different than selling status to men.