by Thomas J. Stanley
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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.
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.
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Average Customer Review:
3 of 3 people found the following review helpful:
 Good research, but dated and personal selling oriented, 2008-01-09
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.
0 of 8 people found the following review helpful:
 Great info from a top marketer!, 2005-09-29
If you want to know the real truth about marketing to the affluent, and especially want to hear about creative networkers, this is THE book for you!!!
24 of 25 people found the following review helpful:
 Only relevant to a select few, 2005-08-06
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
1 of 3 people found the following review helpful:
 Succesfully marketing to the rich., 2005-04-06
This book is a "how to" guide to establishing a solid marketing strategy in an affluent market. A great read that provides a clear indication of who has the money, what they spend it on and what you can do to get it.
1 of 2 people found the following review helpful:
A must have, 2004-03-10
As a strong believer in the concept that there are defined qualities that produce given results I was further impressed with this book. When you consider other books covering the millionaire subject such as the Instant Millionaire or the Millionaire Brain, you can start drawing up your own set of criteria that define this important segment along with the parameters that will allow you to reach out and conduct business with this important market.
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