Marketing: The Quest For Status

By Christopher Zoukis

Selling to affluent men means using language they can relate to psychologically. This translates into talking in the language of the customer. If this is accomplished, the affluent male feels comfortable.

For example, if an affluent male customer enters a jewelry store saying, “May I help you?” is a mistake. Why? Because most men do not enter a store to shop, they enter to buy. They know what they want to buy or at least think they do. Therefore, they do not require help. A more appropriate approach, psychologically speaking, would be to wait until the customer stops to look at something. Then say, “You certainly have excellent taste. This is our highest quality.” This approach opens the door to communication. By listening to verbal cues, the salesperson can then guide the customer in making a purchase.  Photo courtesy motorstown.com

When selling to affluent men, it is important to know the product. Men are impressed with someone who knows what they are talking about. Since men like to get right to the point, it is necessary to ask questions to provide excellent service. Be direct and specific. Only ask for the facts. Then proceed to the bottom line. Affluent male customers tend to tune-out if too much background information is given.

Most men are interested in business, money and sports. Therefore, using analogies and terminology from those areas provides psychological comfort. A confident tone appeals to the male psychology. For it establishes a business-like atmosphere, a zone with which affluent men are familiar.

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