Product Description

"Dr, Stanley's prospecting techniques saved me thousands of hours of tedious work normally given to cold calls and mailer leads."-Ken Catanella, Senior Vice President, Shearson Lehman Hutton. "This is a must-read book for anyone involved with strategic planning for businesses serving the affluent."-Seth Poppel, Vice President, Director of Corporate Planning, Chase Manhattan Bank, N.A.

Product Details

• Amazon Sales Rank: #56006 in Books
• Published on: 1997-08-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 336 pages

Features

• ISBN13: 9780070610477
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
• Click here to view our Condition Guide and Shipping Prices

Amazon.com Review
Three uniquely targeted guides by Thomas J. Stanley--bestselling author of The Millionaire Next Door--have been released in paperback for those specializing in sales to the wealthy. In Marketing to the Affluent, Stanley defines the moneyed population and outlines the traits it takes to reach them. In Selling to the Affluent, Stanley discusses the true needs of the well-to-do and ways to effectively meet those needs. And in Networking with the Affluent, he explains how to reach this elite audience by securing word-of-mouth endorsements from their peers.

From the Back Cover
From the New York Times bestselling author of The Millionaire Next Door, the classic guide on how to market to the rich.

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

About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Customer Reviews

Only relevant to a select few
This book would be great to those marketing financial services. Example after example is spent determining how to market securities and finding out about how to find them. Unfortunately, if you are in any other line of business, there will be precious little for you to take away with this book. It was a waste of my money, but again, if you are selling financial products go for it.

Mark

This book should be issued with every Securities License
For the first time, the financial services industry professional can peek into the trends, buying habits, preferences, and unique characteristics of America's truly wealthy.

This book goes a long way toward dispelling popular myths about the affluent. BMW or Chevrolet? Rolex or Timex? Ralph Lauren or Wal-Mart? If you have ever wondered who REALLY had wealth in America? This will give you the insights you're looking for.

For sales professionals looking to prospect those customers with the greatest buying power or investing abilities, this book is required reading. As a National Sales Manager for a bank brokerage firm, I have given my brokers complimentary copies. I can tell right away which ones read it!

Good research, but dated and personal selling oriented
If you're looking to become involved in personal selling to high net worth individuals this book will hit quite close to the mark. However, much of his data is quite dated from the early 80's. A lot of things have changed since then. For instance, he talks about which ethnic groups possess the highest wealth, but his data is very behind.

If you're looking for an overall marketing campaign strategy with an affluent target, I believe you'll find this book lacking in substance.