Dan Kennedy – Fix Your Follow-Up, part 4

Filed Under Client Acquisition 

Dan Kennedy’s most recent book is titled No B.S. Marketing to the Affluent: The No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich. So it comes as no surprise that his second Recession Prescription is to sell to affluent buyers. A few of the top reasons for this prescription are:

1. Buying decisions are rarely made by price. Only 10% of people make buying decisions based on price. In a ‘real’ recession, that increases to 30%. However, at all times 40% of people NEVER buy based on price.

2. The affluent are the least and the last affected by a sluggish economy.

3. The greatest population growth is in the affluent. More people are becoming affluent than are becoming poor.

4. Because the affluent population is the greatest growth sector, their buying capacity is growing exponentially.

When selling to the affluent, be aware that they can afford and are willing to pay for the best. They want respect and a hassle-free transaction. In fact, they will spend more money just to not have a stressful purchasing situation.

People who have gone from poor to rich have a very specific approach to purchasing. If they admire you, they will reward you with their business. They have an almost spiritual reverence for determination, persistence and follow-up.

Be aware that affluent buyers typically administer a test before buying. They want to know if the seller will do what s/he says s/he’ll do after the sale. You need to know this so you can demonstrate BEFORE the sale that you WILL do what you say you’re going to do. Throughout the sales process, you will be scrutinized. Before the appointment – were you on time? At the appointment – were you organized? Immediately after the appointment – did you follow up?

In a previous post I relayed Dan’s idea of using a ’shock and awe’ package to familiarize your prospective client with you and your product/service. You can also use the ’shock and awe’ package to show what a buyer’s experience will be after a sale. Employ this knowledge when building your business with affluent buyers.

Knowing these things about how to work specifically with the affluent can be a business breakthrough for you.

Thank you for spending time with me today. Your time is precious and I appreciate you having spent some of it here.

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!

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One Response to “Dan Kennedy – Fix Your Follow-Up, part 4”

  1. Marketing To The Affluent : Strategic Client Retention on August 20th, 2008 10:58 am

    [...] Marketing To The AffluentDan Kennedy – Fix Your Follow-Up, part 4Dan Kennedy – Fix Your Follow Up, part 35 Ways to Increase Profits NOWDan Kennedy’s Fix Your [...]

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