As many of you know, I provide sales coaching for businesses selling to the affluent. Specifically, the fractional ownership niche.

One thing I always stress is how to uncover a client’s hidden buying triggers.

For example…

• What might compel them to buy?
• Are there any emotional triggers you can uncover?
• Is Exclusivity a buying trigger?

If you ask the proper questions of each prospect, you should be able to uncover these hidden buying triggers.

These are individual to each prospect, but if you ask enough clients, you may find one or two themes consistent among all.

In my program Selling to Millionaires, I have an entire section devoted to Buying Triggers. How to uncover them. More importantly, how to correctly use them to facilitate the buying process.

Do any of you have a common ‘trigger’ you see among those who buy from you?/

Susan

Not usually.

They do; however, buy on value.  That’s something the research tells us.  The issue for marketers and sales people is HOW you create value.

Look in the Wall Street Journal and sample some of the ads. What you see are ads that say the following:

• We’re the biggest, we’re the best. That’s why you should do business with our company.
• Number of years in business.
• Some type of special offer.

Would any of these prompt you to call?

Maybe.

What if your ad for a high end country club said something like this, “My son turned 2 today. Our family and friends were treated to an exceptional birthday experience at XYZ Country Club. You might be thinking, ‘What a stuffy environment for a kid’s birthday party’”.

Not so.

The staff at XYZ Country Club developed a Sesame Street theme for the banquet room.  It was spectacular.  All the familiar characters kept the kids engaged and entertained. Even the food had themes.

Our family will never forget this day!

You can see where I’m going with this.  You’re no longer part of the herd. You’re a club that offers exceptional family experiences.

More likely to resonate than our championship golf course. Don’t get me wrong. The golf course is important to golfers. it needs to be framed in the same light of an exceptional experience, not just another golf course.

Susan

Welcome to my new blog for those who sell and market to the affluent and super-affluent buyer. We’ll be discussing those things that most concern all of you.

I will be doing posts on trends, marketing ideas and succesful sales tools for High Net Worth individuals. With the super-affluent the only group of consumers expected to continue spending this year, it’s all the more important to know what you need to do to attract and keep this elusive buyer.

I will be taking your questions and ideas for new posts, so  don’t be shy!  Let me know what’s on your mind and how I, and my group of industry experts,  can help.

Looking forward to hearing from all of you.

With warm regards,

Susan