Speaking Topics

Marketing to the Affluent: How to Find Them and How to Sell to Them
Dr. Kerry Johnson

The average American family now makes $38,000 a year, has 2 kids and 1 dog. Lives in a house worth less than $186,000. The average American family buys a car every 5 years and/ or leases one every 3 years. They have $20,000 in an investment vehicle of some kind but don’t yet have a financial plan for retirement. They don’t think social security will be around when they retire yet saves less than 3% of what they make and have more than $7,000 in credit card debt. They look like they have money. But if you market to them, you will spin your resource wheels and make very little compensation.

Only 5% of America makes more than $100,000 a year. 1% of Americans make more than $250,000 a year. Yet these better heeled breed are keenly aware of their finances and are careful about their investments. Most tend to be business owners instead of physicians. Married instead of single. Most have kids and grand kids. Yet few own boats and wouldn’t even consider owning a house worth more than $275,000. They are more likely to drive a pick up truck than a Rolls Royce. They don’t entertain cold calls from sales people and are unlikely to belong to a country club. Selling to these high net worth investors is extremely profitable to financial advisors who know the secrets to how they buy. Yet if you sell these big hitters like any other prospect, they will reject you. 93% of those who left a financial advisor in the last year didn’t walk because of low investment return. They left because the advisor didn’t know how to communicate and sell the way the affluent investor buys. This is America’s new breed of affluent investor. If you know how to find them, how they buy, and how to build a relationship with them, this market will be very profitable for you.

The benefits you’ll receive from this program:

  1. Who are Affluent Investors and where can you find them.
  2. How to reach and gain appointments with affluent investors.
  3. How to discover the Affluent Investor’s unique buying style and keep them as clients for life.
  4. The 2 probing questions that will cause Affluent Investors to sell themselves.
  5. How to sell the Affluent Investor the way they want to buy instead of the way you want to sell.

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