SELLING TO THE NEW ELITE: DISCOVER THE SECRET TO WINNING OVER YOUR WEALTHIEST PROSPECTS
Book ID/图书代码： 00431010B39133
English Summary/英文概要： The New Elite exposed the lives and minds of America’s richest people. Now, the authors reveal what and how these titans of wealth buy…and how to sell to them.
Based on unprecedented research, The New Elite took a behind-the-scenes look at America’s most powerful and influential class—what motivates them, how they think, where they shop, and how they really spend their money. In this practical and fascinating follow-up, the authors reveal how salespeople and marketers can hone in on this wealthy class, pique their interest, and convert them into loyal customers. Presenting the best practices behind hundreds of mutually satisfying interactions between salespeople and buyers—based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton—Selling to the New Elite reveals what the truly rich want from brands, what they expect from the marketplace, and how the Great Recession has reshaped their purchasing patterns. Loaded with insight and indispensable techniques, this one-of-a-kind guide shows readers everywhere how they can win over the wealthiest customers…and become rich themselves.
Chinese Summary/中文概要： 《精英消费:新时代的精英消费者研究及销售秘诀》内容简介：想要赚大钱，就把您的目标客户群锁定在金字塔顶端的新精英分子！这群人想要什么？购物习惯和思维如何？世界领先的战略研究公司哈里森集团以自身经验和研究成果为您一一分析，让您攻无不克，驰骋商场！
《精英消费:新时代的精英消费者研究及销售秘诀》为您剖析新精英分子的生活与心理：什么样的商品会让他们动心？他们都在哪些地方购物？他们如何做出购买决定？消费方式如何？他们想从顶级品牌中获得什么？他们对市场有什么期许？
基于对世界高端品牌——雷克萨斯、香奈儿、卡地亚、内曼•马库斯百货、苹果、通用汽车、美国运通等案例的研究，销售专家和营销大师的指导，《精英消费:新时代的精英消费者研究及销售秘诀》揭示了奢侈品的本质和人类占有的本能欲望，教导销售人员如何将目标锁定在精英分子身上、如何将潜在客户转化为真实客户和忠实客户、如何让忠实客户扩展至全球，以及如何挽回不忠实客户的青睐。透过研究成果、真实案例、练习，《精英消费:新时代的精英消费者研究及销售秘诀》将理论转化为销售激情的13种表达方式、理想变现7法则等行动策略。同时，列举了数个成功销售人员与客户之间如何实现双赢的案例。读过此书，您同样也可以赢得新精英分子的青睐，并跻身为他们其中的一员。(DB)
Awards/获奖情况：Review
"…ideas are presented clearly, without frills or filler…backed up with scientific research…Every employee in your business should read this book."---New Age Retailer《新時代零售商》雜誌
“Great reading, even better inspiration for millionaires-to-be.”---ALA Booklist (starred review) 美國圖書館協會
“[T]ake heed, luxury providers: if you pay more attention to the elite customer’s history and disposition, you are more likely to strike gold.”---Time magazine 英國泰唔士報
“If you are interested [in] marketing to the super-wealthy . . . try this fascinating book to tell you who they are, where they are, and what they do.”---Life Insurance Selling
“. . . a must-read for consumer marketers and interesting reading for the rest of us.”---Graziadio Business Report
“Want to get inside the minds of the truly wealthy? The New Elite offers exclusive access to the ‘new financial elite’ and some surprising answers as to how they achieved their economic status.”---QRCA Reviews
“Charts and graphs throughout distill key data into easy-to-grasp nuggets, lending clarity to this book whose fresh take on the habits of the American economic elite will be indispensable to marketers.”---Publishers Weekly 出版人週刊
About the Author/作者介绍： Stephen Kraus is vice president of Harrison Group, where he provides senior leadership to the company’s wealth consultancy.
JIM TAYLOR is vice chairman of Harrison Group, one of the country’s most respected marketing firms, and a widely recognized marketing expert. His clients include American Express, Chanel, UBS Private Wealth Management, and Neiman Marcus.
DOUG HARRISON founded Harrison Group in 1996 and has developed branding strategies for Coca-Cola, Microsoft, Louis Vuitton, Four Seasons, Bank of America, and other impressive companies. Taylor and Harrison are the authors of The New Elite.
史蒂芬‧克勞斯(Stephen Kraus)是美國頗具聲望的營銷及顧問公司哈里森集團(Harrison Group)的副總裁，他領導此集團旗下的財富諮詢公司已有多年。
吉姆‧泰勒(Jim Taylor)是哈里森集團的副主席，他的客戶包括美國運通(American Express)、香奈兒(Chanel)、瑞銀集團(UBS Private Wealth Management)和Neiman Marcus。
道格‧哈里森(Doug Harrison)在1996年創辦哈里森集團，為許多知名品牌制定品牌行銷策略，例如可口可樂(Coca-Cola)、微軟(Microsoft)、LV(Louis Vuitton)、Four Seasons、美國銀行(Bank of America)等。
本書由吉姆‧泰勒(Jim Taylor) 和道格‧哈里森(Doug Harrison)共同撰寫。
Format:TRADE PAPERBACK
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
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