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Selling to the New Elite
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Selling to the New Elite
by Chip BESIO, Doug HARRISON, James TAYLOR, Stephen KRAUS
Selling to The New Elite
Cover Page
Title Page
Copyright Page
Dedication
Contents
List of Figures
List of Tables
Acknowledgments
Introduction
Chapter One The Desire to Acquire
The Essence of Selling: Channeling vs. Creating the Desire to Acquire
The Desire to Acquire . . . Something Nice
So What’s the Problem? The Biggest Challenge in Sales Today
Using the Three Passions to Achieve Sales Success
Chapter Two The Passion of the Salesperson
A Passion for Sales
Case Study: Top Sales Performers on Fifth Avenue
Case Study: Top Sales Performers in a Dallas Luxury Auto Dealership
A Passion for Relationships
The Long History of Passion-Based Selling
Lifestyles of Successful Salespeople
Discover Your Passion and Mold Your Environment
The Next Step
Chapter Three The Passion of the Prospect
The Biggest Myth About the Affluent
The Passion for Family and the “We Need” Economy
Money, Culture, and the Niche Passions
The Arc of Maturation and the Evolution of Passions
The Arc of Maturation and Selling Financial Services
Passion as the Missing Ingredient in Sales
Summing Up
The Next Step
Chapter Four The Passion of the Product
Discovering the Essence of Luxury
The Five Dimensions of Transcendence
The Topography of Excellence
Reports of Luxury’s Death Are Greatly Exaggerated
The Next Step
Chapter Five Theory into Practice: Thirteen Expressions of Passion in Selling
1. Express the Love of Your Job
2. Tell Detail-Rich Stories
3. Discover a Shared Pursuit
4. Give the Docent’s Tour
5. Understand Their Ultimate Passion: Family
6. Satisfy the Passion du Jour: Value
7. Use the Language of Passion
8. Understand That Reliability Is “The New Trust”
9. Create a Ritual of Celebration
10. Communicate a Compelling Brand Promise
11. Hone a Compelling Elevator Pitch
12. Ask Passion-Based Questions
13. Sell to Happiness
The Next Step
Chapter Six From Passion to Execution
Why Most Sales Programs Fail
Compare Weight Loss to Sales Performance
Seven Principles for Making It Happen
A Final Thought
Appendix Our Methodologies for Studying the Affluent and Wealthy
The Survey of Affluence and Wealth in America
Optimism Continues Its Cautious Return
A Fragile Optimism, Weakened by Stock Market Concerns
Spending Cutbacks Still Prevalent
Finding Strength and Happiness Amid Economic Uncertainty
Key Take-Aways and the Outlook for the Future
The Survey of Affluent Attitudes Toward Salespeople
The Survey of American Attitudes Toward the Wealthy
Notes
Index
About the Authors
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SELLING TO THE NEW ELITE
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