Dan Kennedy – Fix Your Follow-Up, part 4

August 18, 2008 · Filed Under Client Acquisition · 1 Comment 

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, Read more