New Money

Likes

Status, visibility, luxury

Dislikes

Understated, cheap

Recommended sales approaches

• The Alternative The alternative to the default choice.
• The Case Study Walk through a similar client's success.
• The Essential Essential for their success.
• The Industry Leader Leader in the industry.
• The Involving Get them to touch or use the product.
• The Question Stack Ask a series of yes-leading questions to build momentum.
• The Safe Choice We're the safe, proven choice.
• The Sustainable Environmentally or socially responsible.
• The Trial Close Test readiness: 'How does that sound so far?'
• The Trigger-Based Offer when trigger event happens.
• The Volume More you buy, more you save.