Travel Agents Star In New Book On Selling To The Super Rich
Stacy Small of Elite Travel International.
Top travel advisors Bill Fischer and Stacy Fischer-Rosenthal of Fischer Travel Enterprises, and Stacy Small of Elite Travel International, plus luxury tour operator Deborah Calmeyer of ROAR Africa, who boasts a celebrity and CEO clientele, and Deepak Ohri, CEO of lebua Hotels and Resorts, who personally sold $30,000 tickets to an exclusive dinner he hosted, are featured in a new book about what it's really like selling to the wealthy.
Co-authors included Travel Market Report management board member Doug Gollan and co-publisher Daniel Wade, along with former Bergdorf Goodman and CitationAir CMO Michael Calman.
The book, "Secrets of Selling to the Super Rich," plays on the authors' over 100 years of experience in businesses that rely on selling to the Super Rich. To gain actionable insights, they interviewed star sellers in a variety of luxury fields, from travel to lifestyle, hard goods and private aviation. According to wealth researcher Wealth-X, UHNWs (households with $30+ million net worth) annually spend over $230 billion on luxury goods, and account for over 20% of all luxury purchases, including fashion, autos, timepieces, jewelry, travel, and so forth.
"The goal was to get out of the ivory tower and get one-on-one with the people who actually sell to the UHNWs. We wanted to find out everything, from how they developed leads to building relationships, how they handled gatekeepers and intermediaries, how they nourished their customer relationships, and what worked, and also what didn't," Gollan said.
“As a former CMO, and as a consultant to luxury companies, I think this book provides invaluable ‘street-level’ insights into what makes the Super Rich buy,” said co-author Michael Calman, founder of Calman Consulting.
"Secrets of Selling to the Super Rich is a grand-slam home run, bases loaded, eleventh inning, knocked right out of the park, known as strategic insights and best practices you can use," said Gregory J. Furman, founder & chairman of The Luxury Marketing Council, a worldwide organization with over 5,000 luxury company C-level executives as members.
Matthew D. Upchurch, CTC, chairman & CEO of Virtuoso, added, "How do you utilize branding, marketing, social media, and most critically, the power of relationships, to sell to the Super Rich? This insider guide, informed by experts throughout the luxury industry will show you how to become a trusted purveyor to this exclusive market."