Preface

This book is about selling to the affluent: understanding the mindset and motivations of wealthy customers and the factors that affect their buying decisions. It's also suggested that understanding the behavior of the affluent can help a person to recognize the path to achieving affluence for himself.

Selling to the affluent requires an entirely different approach than selling to the mass market: moneyed people are different, and make purchasing decisions differently than the penny public. Tactics that are successful with the former will be fruitless and even damaging when dealing with the former.

(EN: I don't accept this notion at all, and have a sense that the technique used to sell to a wealthy individual are adaptable to, and can be adapted from, selling any luxury good. That is, even a person who doesn't have massive financial resources to be able to afford anything is still faced with many situations in which they are buying something they can easily afford, has the means to purchase a different product to meet the same need, or could afford to do without entirely I could be wrong about that, but it's the perspective from which I approach the present book.)

The author also makes a great show of suggesting that all of the ideas he presents are backed by solid research, have been used successfully in practice, and are truly original rather than restatements or paraphrases of existing theory. (EN: Most authors make the same claim - and it's mostly not true. In this instance, the author presents some research, but relies heavily on anecdotes and case studies rather than more formal research. That's not necessarily a bad thing, but it's not quite the same, and not quite as reliable.)