Marketing To The Affluent With Mark Satterfield

Episode Transcript
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(00:00):
This is the sales podcast where I help you define your audience,
distill your message, dominate your market.
I'm Wes Shafer, your host, and today on episode 628, we have an
interesting guy by the name of Mark Satterfield, and I love his
approach. He is he helps you sell to the
affluent, and as his tagline says, he helps you sell shit to

(00:25):
rich people. Can I get a name in?
And so without giving everythingaway, you know we get into why
people don't sell to people withmoney.
Why? Why do you start at the bottom
and work your way up? I see a thread right now going
on in Reddit, this guy that admits he's in a slump.
You know, when you're down therepicking shit with the chickens,

(00:47):
it can be hard to find your mojo, to get into a rhythm, to
build that momentum, to make themoney that you're worth.
So I ran across Mark on LinkedInand and we had a great talk.
And so you know, as usual, you were in for a treat.
He's got a book out. He has a ton of free resources.

(01:08):
And I asked him, you know, why is he doing what he's doing now?
He's a little bit older, he's inthe 60s and the people that he's
helping aren't necessarily the rich.
And and he answers that questionbecause I had I had that
question. You'll notice on all my
interviews, they are not scripted.
I am. I see interesting people and as
the conversation unfolds I askedthem the questions that I truly

(01:31):
have and many answers them. So it's a good talk if you're
struggling with sales. If you want to pick me up super
affordable, make everysale.com go get you that.
Check out 12 weeks topeak.com ifyou want to.
Just a self-paced guide on what you should be doing.
And that was my advice to the guy that that was in a rut.

(01:52):
You know, tell him to just back up, take a break, take a long
weekend, but then get, you know,start taking massive action.
You know it's not like, don't wait till you feel better to
take the action. When you take the action you
feel better. Just like going to the gym.
How many times have you not feltlike it but you got yourself up
out of bed. You made the time.

(02:13):
You know you put your work work out, clothes on after work, went
to the gym. Even if you don't get a perfect
workout, you feel better. You're you glad that you did.
It's the same thing and prospecting.
Take the action. You will feel better.
Okay. So 12 weeks to peak can help
guide you through that. I'm working on a a guided
session for a small group. So stay tuned for that

(02:35):
announcement. But, you know, find somebody
that can hold you accountable, that can motivate you.
And, you know, there was anotherguy spouting off on Reddit, you
know, Oh, yeah, it's just, oh, it's sales is art and science.
Yeah. OK, whatever, dude.
Thanks. Tell us something, you know, we
don't know Or, you know, if it was so scientific, then, you

(02:56):
know, everybody could do it. And it's like, oh, are you like
one of those trust the science kind of people selling is very
precise, very specific, very programmatic.
And you can buy experience, OK. You can buy the experience of
others so you don't make the same mistakes, but I get it

(03:17):
right you you have to do things on your own.
You must enter the fray and learn and create your style.
But that's assuming you've mastered the basics, the
fundamentals, then you can breakthe rules.
But selling is very prescriptiveand and I think that's that's

(03:40):
why most people, most people, well, most people do struggle on
sales. But most of those that do
struggle on sales, I think it's because they are, they're
winging it, they're too entrepreneurial, too creative
and they don't have the discipline to stay after
something. And you know, I've told the

(04:01):
story before, but when I got to see the band Chicago play here
at the local casino called Pechanga, I met the lead singer,
Jason Chef. He had replaced Peter Sottero,
like in the 80s, and he was withthem for like longer than Peter
Satara. And I met him at a conference.
He bought my Infusion soft book and we stayed in touch.

(04:22):
I had him on the podcast and youknow, some of the, there's
several guys that are part of the original founding members of
the band. And so they've been playing
Saturday in the park, you know, like literally for 50 years.
And they could have just phoned it in.
But they didn't. They sounded perfect.
They sounded just like the the eight track or the cassette or

(04:45):
the album or the CD or the MP3. So good, right?
And that's what a professional does.
They they deliver the goods every time, whether it's the
first time or the thousandth time or the 10 thousandth time.
So are you that discipline to stay after it?
So you know, it is very scientific, but yes, it is very

(05:09):
artful as well. But I digress.
But you know there's always going to be a naysayer out there
and hey, you can't save every puppy in the pound, but but find
a a program, a mentor, somethingthat can help you stay in the
game, all right. That's why I love jujitsu.

(05:29):
It's many times I'm tired, I'm banged up, I got a lot going on,
but I've got friends that are going.
My son trains and and knowing that I'm going to hang out with
some cool people, I'm going to learn something, it it gets me
back on the match for those 90 minutes each day, Okay.
And I guarantee you if I was just lifting weights, I would

(05:52):
have skipped many, many days because you know, just lifting
weights, just with no end goal, just kind of doing it.
To do it for me, like after so many years of doing that, it
just wasn't motivating anymore. So the old African proverb,
right, If you, if you want to gofast, go alone.
If you want to go far, go together.

(06:13):
If I can be that go together foryou, let me know.
Happy to talk about it and let'sbring on our guest there.
You go oh, so Mark Satterfield, You know what?
I I'm going to start right out. Where?
Where is it? What's your logo?
Sell. Sell.
Shit to rich people, right? Sell shit to rich people?

(06:34):
Yeah. I am so offended that I did not
think of that. You know, it's it's, it's funny,
we were sitting around. I got a, you know, a real small
team and we were, you know, we were sitting around and we were,
you know, talking about, you know, branding and.
You know, updating everything. And we're trying to come up with

(06:54):
a tagline. So my, my, my project manager
Taylor, she says, well, you know, let's just cut to the
chase. I mean, what, you know, what
exactly do you do? And I said, well, basically what
I do is I tell I, I teach peoplehow to sell shit to the rich.
And then she said, wow, that's it.
So. Yeah, that's that was our

(07:14):
tagline when we figured, look, you know, either either people
get it and they think it's cool and it resonates with them, in
which case, hey, you know, you're a part of my tribe or you
get offended by it, in which case, you know, well, you know,
off, off you go. So yeah, well, and they say you
can't save every puppy in the pound.

(07:36):
Hell no. Hell no.
And you know, I've told people this all the time and and it's
it's not semantics. You know, when I say you must
disqualify the prospect and it'snot the same as qualifying, and
if you've got to put on Ayers totry to land them, you know, do
you really want them? Yeah, I mean you know the the,

(08:00):
the more that you have a brand or a persona, you know call it
what you will that is. You know, very specific.
It's, you know it's your authentic self and you put it
out there. There's going to be people that
will say, yeah this this is someone that you know, I, you

(08:22):
know, I I I really like their vibe and you know I I put out
the brand and you know, I do, you know, I mean I'm, I mean I
have this huge amount of content.
I mean every single day a newsletter goes out.
On LinkedIn, every single day people get an e-mail from me.
Every single day I do a video. I mean, I am out there on mass

(08:47):
and you know, it's it's very much of A, you know, there's
there's a specific tone, there'sa certain amount of profanity.
There is a. You know, not, you know, not
being offensive for the sake of being offensive but being very
much, you know, hey, you know, I'm a guy that's been doing

(09:09):
this, been doing this for a longtime.
I know what the hell I'm talkingabout and you know we have fun
with what we do but it's you know, it is very direct and and
to the point and. You know there's there's people
that that resonate with it and there's there's people that that
don't. The the the thing that surprises
the shit out of me though is thenumber of female community

(09:34):
members that I have. Because as I say, I am, you
know, there's a sort about profanity that is, you know,
done What I think of isn't very much of a guy to guy kind of
conversational style. But I've got all these women
that are, you know a part of of the community and I was talking
to Taylor who's my who's my project manager and and and

(09:58):
she's I guess like 34 and I said, you know I can't figure
this out And she goes, no this is actually it makes a lot of
sense because you know there's so much out there that is just
kind of you know man be Pam be and and you know.
People regardless of whether they're male or female you know
they you know they they they like this direct direct approach

(10:20):
and especially when it comes to marketing to the affluent which
is really you know all all I do you know it's that that that be
my niche as they say right. When did you make that shift and
what what led to that? Was there like an aha moment,
you know, where you grinding away with selling the people
with no money or always obvious?You know, I I I think it's, you

(10:45):
know, it it, it was a little bitevolutionary.
You know, like everybody else inthe marketing business I started
off with, you know, wanting to work with whoever would want to
work with me. And you know, like most
everybody else, you kept hearingI can't afford this, and I wound

(11:06):
up more through kind of chance than anything else.
With some clients that were in the financial services field,
most notably with with Citibank and their private their their
wealth management group and I and and I liked the challenges

(11:27):
that they had about how to get connected with with the affluent
and and the wealthy. And what I discovered was I
discovered two things. One, I'm a direct marketer by,
you know, training vocation. Yeah, I'm a direct marketing
guy. And I've discovered that direct
marketing really was very applicable for marketing to to

(11:52):
the Athlon. And then the the second part was
I I realized that I had a perspective, which is the sense
that, you know, I I grew up in an extremely wealthy family.
I all my friends are very wealthy.
The expectation from mom and dadwas that the kids were going to
go out and make a lot of money and the kids did.

(12:14):
So I'm, I'm a part of the community that people want to
sell to. So.
And I know everyone's always supposed to do the bullshit.
As you know, I was a poor, starving child and you know, so
I learned the secrets of Super Jammer 2023.
And now I'm really cool. I mean, that's not me.
I mean, my backgrounds are different than most people.

(12:35):
But what that does is it gives me a perspective and it gives me
an understanding and it gets me connected to the affluent
community. So when I.
Say, hey, here's what resonates,here's what doesn't, here's what
works, here's what doesn't. I'm saying that not only from
the perspective of 30 years of experience of doing this, but

(12:57):
I'm also saying it from the perspective of being a part of
that community. So as time went on, it became
very, very clear this this was aniche.
There weren't a lot of people playing in it.
Dan Kennedy. Has done it and and does it
very, very well. There's a few others kind of

(13:21):
here and there that have kind ofhave have done it, but it it's
not an exceedingly overcrowded space.
So, you know, I discovered that,you know, hey, it, you know, it
was a good group. I like the people that are
selling to the wealthy. I I like financial advisors, I

(13:45):
like high end art dealers. I like private jet leasing
people. I like high end restaurant
tours, luxury real estate people.
I mean, I, you know, I like thatworld.
I'm a part of that world and I like those people as clients.
So that's really kind of how it came about.

(14:06):
Oh man, I thought you pulled yourself up by the bootstraps
and swam across oceans and fought sharks.
I know everyone's supposed to say that you know that you know
you were just this you know and I mean look and and there's
nothing wrong with that and and and I, you know, I always, you
know, I I don't want it to appear you know that.

(14:29):
I feel that. Because of that, I am better
than anyone else, and I certainly don't advocate being
rude or, you know, not polite toanyone else.
But from a practical standpoint,if you're going to sell, why not
sell? The people got money, I mean.
Why sell to poor people? I mean, for sure.

(14:50):
I mean, I mean there, Well, there is a reason why you sell
to poor people is because they will return your phone calls.
And the reason they'll return your phone calls because they
got nothing going on in their life.
So yeah, what the fuck. They might as well talk to you,
but you know, it just, I mean, they're.
You know, in in this woke age, this is terribly politically

(15:11):
incorrect. But you know, the poor people
just aren't doing very interesting things.
They don't live interesting lives, You know their their
their interests are very, very narrow.
The wealthy are their asshole wealthy people.
You betcha. But there's a lot of wealthy
people that, you know, they became wealthy because they're

(15:33):
smart, they're tenacious, they work hard, they have a diversity
of interest. They're intrigued by a lot of
different things. And, you know, given my druthers
and given the druthers of my clients, that's the kind of
person that's that's, you know, interesting.
So my feeling is, you know, why wouldn't you want to sell to

(15:56):
these people and? You know what I can do is I can,
you know, I I can be your guide.I can be your, you know your
your Sherpa you're going to get in to you know to to get there.
And that's the reason why I wrote the book so, So I mean, I
know why some people, a lot of people don't reach out to the
affluent. I mean, they don't feel worthy.

(16:17):
They don't fit. They're intimidated if they if
they did come up from nothing, if they're young, still kind of
feeling things out, they don't feel, you know, worthy or it's
like well, let me let me practice on some some lower risk
prospects because I don't want to shoot my shot on the whale

(16:40):
when I'm before I'm ready. But then they never get ready.
I mean, when, you know, when does a, a newbie or a rookie or
somebody that's you know coming up from being poor, when should
they take that shot? Well, I mean you know, my my
answer is going to be, you know,pretty much pretty much day one

(17:01):
because I mean I, I, I totally agree with what what you're
saying and and I totally get it.But, and of course, there's
always a but you have to remember that one of the
misconceptions that the younger people have is that they have to
be wealthy in order to do business with the wealthy.

(17:27):
And that's and that's not true. I mean, you know, I I think of
the people that I do business with and I, you know, there's a
lot of people I do business with, probably only one or two
of them are wealthier than I am.When in fact we were at a dinner
party the other night, we were talking about this.
And you know it's got nothing todo with your personal wealth on

(17:48):
whether the wealthy will do business with you.
It all has to do with are you interesting the the the the
wealthy and the affluent like interesting people so for a
younger person and and we we just I just saw this the the
other day there's there's this guy whose name I won't mention

(18:10):
but he he he manages a bunch of family offices.
So he's managing funds for people that have in excess of
you know $75 million and he places about $50 million a year
with various with various brokers and and investment

(18:31):
advisors and he is notoriously difficult to to to get a hold
of. So I'm at a party and I see him.
His first name is Leon. And I see Leon standing over in
the corner. He's talking to a guy who's
probably, you know, 2728. Now this is very unleon like
behavior. And he's talking to the talking

(18:53):
to the kid. They're having a really good
animated conversation. And at the end of it, you know,
I could see that the kid gave him his, you know, gave him his
card. Leon gave the kid his card,
which, you know, again is very difficult to do.
And and they parted. So I went over to Leon because I
I know him. And I said, hey, you know,
what's the story with this kid? Do you, do you know this kid?

(19:15):
He goes, no, no, I I just met him.
But, you know, he, he gets some research on me and it's not hard
to do some research on me. And, you know, he discovered
that I'm real big into horse training and I own a bunch of
thoroughbreds. And it turns out that, you know,
he's into horses. So we've just had this wonderful

(19:35):
conversation about horses. He's a real smart, interesting
guy. I want to learn how I want to
learn. More about him.
And the reason I tell this storyis because this kid again, 2627,
himself, not particularly, you know, affluent.
Matter of fact, when he was interested in horses, he was
interested in horses. He started with horses because

(19:57):
he was like the, you know, the guy that you know shoveled the
shit in the horse barn. You know, it's not like he was,
you know, buying all these horses.
But he knew a lot about him. He did his research.
He knew Leon was going to be at the party.
And he knew from his research that Leon was into horses.
So he went out, found Leon and struck up a conversation about
horses. And yeah, I don't know what's

(20:18):
going to come of it, but that was smart.
So many. People, this was recent.
This was just recent. Yeah, yeah.
Just just a couple weeks ago and, you know, so many people go
to the social events with kind of this vague feeling of, you
know, I'm going to kind of wander around, maybe I'll bump
into somebody. And if I bump into someone, I

(20:40):
don't know what I'm going to talk to him about.
Where is this kid? You know, he had a plan he knew
was going to be there. He researched the person you
know he he knew what he was going to talk about.
I mean that's that's brilliant and and that's that's the kind
of thing that anybody can do andand that's the kind of thing

(21:02):
that you know gives you that confidence to, you know to to
engage to engage. How'd that young man get into
this party? He got into the party.
Well, it was a charity event, sowe bought a ticket.
I mean, oh, OK, yeah, yeah, you know, I mean, that's, you know

(21:25):
that you know that. I mean, you know, every city.
I mean, look, I I live in a community of you know, whopping
15,000 people And I mean you know and you know we we we got
the Symphony events and we got the you know, the the hospital
event and we got the charity forthis and the charity for that.
I mean you know it it's not hardto bump into these people.

(21:46):
The ticket, you know may cost you you know 5075 bucks, you
know, but you know it it's not hard to get you know get on
stage. The question winds up being once
you're on stage, then what do you do?
And you know, when I was when I was doing the research for the
book, I was talking to a guy in the Northeast who manages a

(22:11):
bunch of financial advisors and he's got a bunch of young, young
financial advisors. And I asked him the same
question you asked me. And he said that what he
encourages his, his folks to do,and I thought this was
brilliant, is to go in groups oftwo or three because that way

(22:31):
you're not standing there by yourself.
That way you got a little bit more confidence, you know, with
your buddy or buddies to go up to somebody when the
conversations over, you're not feeling like you're just
standing there like you know, a buoy stuck out in the ocean
someplace. And and I thought that was a
brilliant piece of advice. Yeah, and I gave that same

(22:56):
advice recently in a group. A young lady, she was going to a
trade show and and yeah, I told her to do your research, look
them up on Twitter, find hashtags, find people commenting
about it. And and she had expressed some
reservations, you know, at beinga woman, like she doesn't want

(23:17):
to meet people for drinks. She doesn't want to do things
like that. She just is not comfortable.
She doesn't want to be walking back to the hotel at night and
I'm like, okay, fair enough. So find another woman.
You know that you can team up, have a little friendly
competition, you know, but support one another.
So it's very, very similar advice.

(23:39):
What's so Speaking of parties, Imean everybody now it's like
it's a race to the bottom in regards to attire.
How was this young salesman dressed?
OK And that's probably the eventwas that yeah I mean the event

(24:01):
was at a was was at a Country Club you know you know you got
to you have to read the room youknow if it's.
I mean the the general advice I remember somebody once giving
this to me way back back in the day is you want to dress as well
or slightly better than the people that are there.

(24:24):
So you know, when you're, you know, when you're at a charity
event, if you're going to be talking to people.
I mean, I, you know, I don't think Leon was wearing a tie.
I don't think actually I've everseen Leon wear a tie, but.
But when you've got the stature,you can kind of make your own
rules. Exactly.
I mean, you know, you know, you know, Zuckerberg can get away

(24:45):
with looking like Zuckerberg, but right.
Yeah, the, you know, the rest ofus, we have to put on the
uniform periodically, so. So this guy Leon, like if if we
could kind of role play this. Like how?
How do you think that kid broke the ice?
You know? Was he just blatantly like Leon?
Man, I've been. I was hoping to meet you here,

(25:07):
You know, I I looked you up. You love horses.
I love horses. You know?
Or was it more subtle, I accidentally bumping into him,
acting like you didn't know him?You know, I, I, I, I asked Leon
that very question because it's a good one and he said, you
know, exactly. He said he came up to him, said
that there were three people here they very much wanted to
meet and that Leon was was one of them, and that he wanted me

(25:32):
to Leon for a couple reasons. One, because of Leon's interests
in horses and that was a passionof his.
And also he said, you know, I I I doubt anything is going to
come of this from a business standpoint short term.
I have no expectations. But look, I'm in this for the
long term and I figure you're a good person for me to develop a

(25:56):
relationship with. Yeah.
What? Yeah.
Can't. Can't argue with either of
those. You know, I love talking about
horses and you know, the kids. Exactly right.
It's it's it's the long game. And and and that's a real
important point because so much of this is people going in and
it's all about buy my stuff, youknow, hi, you don't know me but

(26:19):
you want to buy my stuff. Rather than taking the long game
approach of let me build a relationship, let me get to know
you. I'm going to stay in touch with
you, but you know, I'm, you know, I'm, I'm not going to try
to, I'm not going to try to sellyou my stuff from from the get
go. What if it is a young hungry kid

(26:40):
that needs to sell some stuff tomake his number?
Is it? Just out of luck.
Well, I mean, yeah, I mean to a certain extent they probably
selling the wrong product. I mean look, I mean the the the
wealthy from a practical standpoint, they're going to do
business with one of three groups of people.
They're going to do business with people they know.

(27:02):
They're going to know business with people that are referred to
them to people by that people they know.
And 3rd they're going to do business with people who are
recognized experts in their field.
So the getting to know you people, they know it.
It's not. And this is where the misnomer

(27:23):
is it. It's not the people necessarily
that you're sitting on the yachtwith drinking the Moses, but
it's people that you're familiarwith, you know, people that
you've heard of. So, you know, if this kid does a
good job and shows up at the next thing that Leon might be
at, and the next thing that Leonmight be at and the next thing

(27:43):
all of a sudden, you know, he started to become known, You
know, is is he my best friend? No, of course not.
Is he someone that I'm gonna invite over to the house for
BBQ? No, he's not.
But yeah, I see him here. Yeah, he does.
But whatever it is that he does,I he starts to become somebody

(28:04):
that, you know, we are aware of.And then if he from the next
step starts to you know, you know, write articles about what
he does and write A blog and youknow get a website and do you
know the social media on a regular basis and try to reach

(28:26):
out with the influencers in his particular field, you know.
Then he starts to build his reputation of becoming a
recognized expert. So now you got #1 and #3 working
together, right? Over time you know that is
that's going to be a winning combination.
Now you know most companies thataren't just churn and burn shops

(28:53):
which are saying hey you know, get out there, get production,
get sales, do it today. I mean you know if that's the
kind of company you know then the question becomes why are you
working for that company that's you know, but that's on you.
But most companies will say, look, I'm going to give you a
reasonable amount of time to go out and build these
relationships. I want to know what you're doing

(29:15):
to build those relationships. I want status reports.
I want to know that you are doing everything you can to
build those relationships. But I'm going to give you a
reasonable amount of time for that, for those seeds to start
to take, to take hold. So, yeah, but yeah, I mean, if
he just did this one time, then he doesn't do anything else

(29:37):
afterwards. Well, you know, that is just,
you know, colossal waste of time.
But I got a feeling that a guy that did it did this and did it
with as much forethought as he did.
You know, he's he's got a lot going on.
He's not going to let, he's not going to let this stuff slip
through. Yeah, What are the Leon's of the

(29:58):
world? Where are they spending their
time? I can't imagine Leon is
scrolling Twitter or LinkedIn orTikTok.
Probably not. TikTok, you know they they are
they they are on LinkedIn occasionally.

(30:19):
You know, they'll they'll they'll check in on on that.
They are, they are. I mean interestingly they're
reading their mail and so you know, old school direct mail and
I'm not talking about a flyer and a postcard, you know none of

(30:40):
that. But I'm talking about a first
class, professional, person to person, business,
correspondence, letter. Those things get opened and read
because, you know, hardly anybody is anybody is doing it.
Yeah. Do they have?

(31:02):
Assistants that are throwing themail away, if it looks like junk
or or a pitch, you know, or do they save and let them decide,
then it goes to you know what's in the you know what what's
what's in the letter. Yeah, make sure it looks good.
Well, well, it's good. It looks good.

(31:23):
And how does it open? And you know, I mean one of the
campaigns that we did many yearsago for client of ours and
financial services, the letter started off with.
My friends told me that the oddsof you actually reading this
letter were relatively slim, butI decided to go ahead and send

(31:46):
it to you anyway. That was the first paragraph.
Then it went on for the the second paragraph and the call to
action was strictly a free report that was, you know,
something that you know had a hooky title was, you know,
generated curiosity and interestand then they would request that

(32:07):
and then that started the relationship or open the door
slightly to starting the starting the relationship.
So that works. You know, being where they are,
you know there there's no substitute to that.
So if you know the you got to think about what kind of hobbies

(32:28):
do you have. What kind of hobbies could you
develop. What interest do you have.
What interest could you develop.And then making a concerted
effort to figure out, OK, where should I go and where, you know
who else is likely to be there. And then what's going to be my
Mcduffin, my excuse for getting in front of this person and and

(32:55):
at least making an introduction.And then once you made the
introduction, then it's a matterthat you have to relentlessly
stay in touch with them. You have to figure out reasons
and excuses to stay in touch on an ongoing basis.
So yeah, do I need to show up inin a fake Rolex, or is my Apple

(33:17):
Watch fine? Your Apple Watch is fine.
Am I being judged? I'm being judged by my watch.
Yeah. Well yeah, I mean, you're you're
being judged, no doubt about it.It doesn't mean that it's
knocking you out. The the story I tell is Marian
and I were in Vegas back about ayear ago and my my wife is into

(33:43):
into purses as they say, better purses than jewelry.
So she's got this, you know, I mean she's, you know, she's got
Chanel and you know, I mean she she's got a shit load of them.
So we were going to go to Vegas and she's got her Chanel bag and
then she's got this other bag that is great because it's got a

(34:04):
whole bunch of pockets in it. And so we're over in Caesar's
Forum and we go into Tom Ford and we go into Gucci and we go
into YSL and you know, we're wandering around.
Nobody's paying much attention to us.
And and it was interesting because I was kind of watching
the sales clerks, you know, lookat Marianne and they kind of,

(34:27):
you know, made it, made a, you know, snap judgment based on,
based on her purse. And to prove it, we went out the
next day, we went over to to Aria and again we went into Tom
Ford and YSL and and Gucci and she wouldn't take three steps in
the place before they were all over.

(34:47):
So yeah, I mean, of course people make, make, make
judgment. So, you know, Queen Elizabeth
was famous for the first thing she would do is look at your
shoes and she based judgment on that.
So you know it is it worthwhile investing in the thing?

(35:07):
Sure, absolutely. It can help.
But it's a more a matter of there is a range of
reasonableness as long as you fall within that range of
reasonableness. You know, as you're wearing nice
shoes and they're shined, you'rewearing nice slacks and they're
pressed, you're wearing a nice shirt and it's, you know, crisp.

(35:28):
And you know, in this day and age, your Apple Watch is more
than fine. You know, you, you, you can get
away with it. But, you know, don't.
Don't think for a moment that people aren't judging you based
on, you know, based on how you look, because they definitely
are. Yeah, we do.
I mean, golly, 25 years ago I was selling mobile homes and we

(35:51):
had the old up system, right? So, So the order at which you
made it into the office, you putyour name up on a whiteboard.
And so we'd have 4:00 to 5:00 sales people on a given day.
And so the first prospect that came up, right, you know, you'd

(36:13):
be in your office or hanging outin the lobby, look out and
somebody's coming in and I look up and you're the first one.
Hey, Mark, you got enough, right.
So it's a it's a prospect. Well, guy pulls up in an old
truck and. And old sweaty ball cap and you
know wranglers with the hole in the back from the Copenhagen can

(36:36):
and you know if they look out and I go Wes you can have them
and like I needed the money right.
I had two kids and new wife and three-year lawsuit of my former
employer. So I'm like, I'll take
everybody, I'm not judging and this guy installed.

(36:57):
New septic tanks, right. He didn't service existing ones.
And we're in, we're in the Deep South, man, something like 30 or
40%. Some astronomical number of
people. Like they own mobile home,
That's where they live. So this guy made money hand over
a fist, right? His other car, he had a trailer,
you know, he had his own backhoe.

(37:17):
He had a crew, you know, his other car was a Mercedes.
His wife collected Arabian horses, you know, but they
judged them. And that guy, and he was just,
he was looking to network, so hebecame a vendor for us.
He referred all kind of people to me.
It's like, you know I'm not judging but you can get away you

(37:42):
yeah, you you can get away dressing a certain way when you
know you're you're the, you know, the wealthy one.
When you're and you're trying tosell to the wealthy one, that's
when again you you know you gotta you got to look like
you're a part of the. Of their world, yeah.
Yeah, for sure. When did you make this shift?

(38:06):
Because you're, I assume you're still selling something to the
affluent, right? But you're also teaching younger
people who are not affluent how to sell to them.
So how do you balance the two? I mean my my laziness kind of
outweighed my greed at some point.

(38:29):
Yeah. We we we we we used to be an
agency that would put together marketing campaigns for clients
and you know we would you know do everything and then we would
do and then I would do one-on-one coaching with
clients. And then you know as time went
on I said look you know I just don't want to do that.
I so I I write books. I have a paid newsletter

(38:56):
subscription that people, you know, invest.
I think it's a whopping $47 a month or something.
And then I have a group coachingprogram where I meet with people
once or a couple times a month and we talk about something
specific to affluent marketing. We answer their questions.
It's you know it's it's it's it's a it's it's a community.

(39:19):
So I'm strictly in the advice giving business these days that
we we we do no campaigns for clients anymore.
I do no one-on-one coaching withwith with clients anymore.
It's all you know it's it's all it's all group stuff.
Cool. And so this is now your 9th

(39:43):
book, right? I think you said fluent
marketing blueprints, and for now you're giving away for free.
Either just pay shipping, Yeah, yeah.
I mean, you know, people can go to Amazon and you know we're
selling it for, you know, thanksfor sale for 16 bucks there.

(40:04):
We got a promotion going on at Affluent.
Marketingblueprintfreebook.com And it is we're just I, I I
basically giving it away except you know I asked the people to
help me out with with shipping and handling which comes to
about 9 bucks. But I mean I I I lose money on

(40:26):
on each book because when you take into account you know the
fact that you know I've got I'vegot staff that I pay for we we
advertise pretty heavily for forthat book.
I mean, I'm, I'm losing a couplebucks for for each person.
But the reason I do it is that I'm interested in building a

(40:47):
community. And you know, the more people
that you know, my feeling is youget the book, you read the book,
you like the book. Well, you know, maybe you want
to, you know, become a part of my group coaching program or
maybe you want to subscribe to my newsletter or maybe you want
to get, you know, some of the other products that that I sell.
So that's kind of the, you know,the idea behind it.

(41:11):
But yeah, Affluent Marketing blueprint.com or Affluent
Marketing Blueprint Free book.com.
So grab a copy. Yep.
All right. So I'm linking to that.
And yeah, we'll keep it simple. Because I always say, like
somebody's probably on a plane, on a treadmill, on a mountain

(41:34):
bike, You give them too many things to think of, they'll
forget them all. So, Fluent Marketing, free
book.com. Very cool.
I'm linking to that and I appreciate you taking the time
to share your words of wisdom. My pleasure.
Thank you. Thank you for inviting me and
wish you wish you continued success.

(41:58):
Thank you, Sir. It's great catching up.
All right. Take care.
Have a good one. Sell shit to rich people again.
Can I get a name in? So I hope you like that.
Check out the notes. You know, Scroll down to the
bottom of your app and you can see the notes linking to his
book. You know, raise your standards,
right? Go after some of the bigger fish
you may have to change your game.

(42:19):
Or I love the idea, you know, attending charity events,
finding out where these people are going, do some direct mail,
leave a real voice message, do what's different, right, Isaac?
When they zag, okay. Then go do those things, because
nobody's doing it, I promise you.
If you need help with that, let me know.

(42:39):
I'm going to jujitsu now. Thanks for listening.
Let me go sell something.

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}Marketing To The Affluent With Mark Satterfield