Secrets of Selling to the Super Rich

No matter where you are, there are Super Rich individuals and families—that is, households with a net worth of at least $30 million. Despite representing 0.000029 of world population, they account for nearly 20% of luxury sales. They are predominantly self-made, grew up without luxury, and as they were getting rich, spent most of their time on their businesses, not buying luxury loafers. Because they don’t fit the stereotype, many luxury marketers are out-of-step about how to develop relation­ships, and how to effectively market and sell to today’s Super Rich.

Business superstars Doug Gollan, Michael Calman and Daniel Wade offer advice on how to land and engage with the Super Rich. This book features interviews from ‘sales super­stars of luxury,’ star sellers who have been on the front lines of ultra-luxury transac­tions spanning millions upon millions of dollars. These pros, whose main focus isn’t on focus groups, have extensive experience and direct con­tact selling to the Super Rich. The ‘sales superstars’ share misperceptions about the Super Rich, and through recounting stories relate how their background, experience, knowledge, and selling secrets have served to create extraordinary marketing opportunities. Their insights will not only surprise you, but better prepare you for becoming a sales superstar yourself!

Doug Gollan is an expert on Ultra High Net Worth consumers. Over thirty years he has held senior positions in editorial, sales, and management at B2C and B2B media companies focused across travel, luxury, automotive, spirits, fashion, and financial services. A co-founder of Elite Traveler in 2001, since selling his shares in 2014 he has launched DG Amazing Experiences, a weekly "CEO-style" e-newsletter focused on travel and lifestyle that is receiving critical acclaim.

Michael Calman is a strategic innovation specialist and C-Level marketer of iconic brands, including Calvin Klein, Coach, and Bergdorf Goodman. His decades of creating exceptional customer engagement and retail marketing spans the luxury spectrum-aspirational to Super Rich, and accessible luxury-priced handbags to private jets. In 2006, he founded Calman Consulting, LLC, providing business insight, turnaround strategies, omni-platform marketing and digital initiatives for legacy brands and innovative start-ups.

Daniel Wade, a veteran in travel, is an expert in partnership mar-keting and luxury lifestyle media with significant experience in consumer & B2B media, brand positioning, and sales development with global lead-ers in travel/hospitality, yachting, private jet, and the luxury goods sec-tors. He is currently SVP & co-publisher of TravelMarketReport.com and is also a consultant for luxury businesses.