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Selling to Affluent Customers
Most buyers make major purchases out of need -- they need a car, or they need a home. However, affluent customers typically have what they need and pursue what they want. Wants are emotional, so it's very important to quickly win affluent customers' trust when building the relationship. Experts say you have only 40 seconds from the initial sales contact to do this. Here are some tips for making the sale:
- Give them the respect they demand. Before sales meetings, research the affluent buyer's occupation and status. Open the meeting by expressing how you admire one or two accomplishments. Do this in a respectful, non-obsequious manner.
- Look sharp. Affluent customers will give you the once-over, so make sure every aspect of your appearance conveys professionalism.
- Make them believe in your product or service. Affluent buyers must believe your service or product is useful and unsurpassed. Use words like "best," "prestigious" and "elite" to describe your product or service. Also, they must like you as a person, so create rapport.
- Articulately convey service benefits. Affluent customers buy benefits, not features. Impress your clients by articulating product or service benefits. Know your product or service completely and stay on track. Expect more probing questions than usual from these experienced buyers.
- Justify your fees or rates. Affluent customers are not concerned with discounts; they are looking for quality products and quality service. Show them you're not a commodity.
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