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Journal cover: International Journal of Bank Marketing

International Journal of Bank Marketing

ISSN: 0265-2323

Online from: 1983

Subject Area: Marketing

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Selling Financial Services to the Affluent

Document Information:
Title:Selling Financial Services to the Affluent
Author(s):Clifford J. Shultz, (Assistant Professor at Arizona State University West, Phoenix, USA.), Russ Alan Prince, (Consultant on marketing to the affluent based in Stratford, USA.)
Citation:Clifford J. Shultz, Russ Alan Prince, (1994) "Selling Financial Services to the Affluent", International Journal of Bank Marketing, Vol. 12 Iss: 3, pp.9 - 16
Keywords:Financial investment, Financial services, Human relations, Investment management, Marketing, Sales methods, Selling, Wealth
Article type:Research paper
DOI:10.1108/02652329410055150 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Examines factors that predict the successful sale of financial services to affluent investors. Reports on a study in which data were collected using a new set of scales that measure traits, selling strategies, and compliance-gaining tactics. Results suggest that these tactics, called “infotainment”, are used by effective relationship managers to sell the services of financial service institutions to various, geographically diverse, affluent investors – a population that has received little attention in the selling, sales management, and bank marketing literature. Suggests that the study makes a contribution, because of the size and representativeness of this unique sample, and its recognition and assessment of some of the critical factors that affect the selling process. It also determines several significant and meaningful relationships. Discusses practical applications and future opportunities for research.

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