How To Reach 'Low Profile' Millionaires

That such millionaires exist in a low profile way has “huge implications” for the sales profession, Danko said.

“Use the law of large numbers,” he suggested. Get yourself identified in a target rich environment of such people.

He suggested going to the library and looking up (in Gales Directory) the affinity groups to which such individuals are likely to belong. The directory lists over 22,000 affinity groups and gives some information about membership, he said.

Pick a group that fits the target marketsay, mobile home ownersand then perhaps write an article for one of the industry trade publications. “Write about what you know is specific to their needs,” he suggested. Even 500 words is enough.

Publishing such articles helps builds credibility in that market. “Its a target rich audience,” he said.

Then, get reprints of the article and take them to the groups next meeting. “Think of this as marketing by psychological limits, not geographic limits,” Danko said.

“Instead of dialing for dollars and cold calling, this puts you in a proactive position. Its the fish chasing the boat.”

Danko also made a strong case for frugality, as opposed to continuous spending and being a “wage slave.”

Often, he said, people who have an ostentatious lifestyle are “false decoys”–they look like millionaires but arent even close.

“If we are to sell our products, we need to ferret them out,” he said. Focus on the frugal millionaires who do have money but spend it wisely, he said.

Reproduced from National Underwriter Life & Health/Financial Services Edition, December 10, 2001. Copyright 2001 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.

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