In my last post about selling to the rich and affluent, I started out talking about my fear of approaching the wealthy because I grew up with my fair share of financial challenges.
I read somewhere else that this is called a “scarcity mindset”. Fortunately, you can overcome that mindset because…
Selling to the rich has so much less to do with where you are financially and so much more to do with where you’re affluent prospect wants to be.
Break Out of Your World
Listen, I understand that it is sometimes difficult to focus on anything outside of what you are currently experiencing as a result of your financial limitations. That is your world. You are consumed by what impacts you.
You catch yourself constantly wondering, “Where am I going to get the money to cover all my expenses?”
In the same way, your rich prospect also finds it difficult to focus on anything outside of what they are currently experiencing as a result of the financial position they are in. That is their world.
They are consumed with thoughts of, “How do I keep what I have worked so hard to enjoy? How can I enjoy it more without losing what I have?”
Nugget of Truth
“You are the one who is concerned about your station in life… your prospect spends very little time worrying about your position.”
The answer to the following story may seem very cynical, but I want you to read this parable and then consider what the answer may be. If you aren’t able to come up with the answer, I’ll reveal it in a later post.
Okay, read this story now…
A wealthy man finds himself walking down the street of a major metropolitan city. He is “forced to walk” because he’s unwilling to pay a cab driver a few measly bucks to drive him to the convention center – three blocks away.
The sky is blue, the birds are singing. He has a prosperous day planned and is focused on closing a big deal later that morning.
While walking, he looks ahead to see a homeless man sitting among his dirty possessions while holding a cardboard sign that reads, “Hungry – Please help!”.
He momentarily considers crossing the street, but instead reaches into his right-hand, front pocket feeling for any change he may have salvaged from last night’s run to the hotel convenience store.
In that moment, he makes his buying decision… he quickly drops a few coins into the lap of our hungry beggar as he scurries past the stench.
Here’s the million dollar question – WHY?
If you can understand why our rich, affluent, prosperous, wealthy lead character would stop and give this smelly, dirty beggar his left-over change, you can understand how to sell the rich and affluent.
Here’s Your Hint
“You’re the one focused on your limitations… your prospects are focused on your possibilities.”