AUTHORS: Russ Alan Prince & Richard L. Harris
DESCRIPTION: Hard Cover, 180 Pages

The ultra-affluent, individuals who have a net worth of at least $25 million, are the rara avis of private clients. With a range of tax issues and financial options to contend with, they are increasingly dependent on professional advisors to help them clarify and achieve their personal and financial agendas.
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• Is your firm viewed as the only game in town?
• Do people consider your service first and price later?
• Are you and your business viewed as sufficiently “special” that prospective clients can tell you apart from the rest of the pack?
• Do you know who your target clients are? Who they are not?
• Can you turn down the wrong business?
• Do clients know what you stand for?
• Do you have a powerful marketing system capable of making you and your financial service business household words?
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The Internet has created a new class of affluent investors, the eMillionaires. A group that's projected to amass an astounding $673 billion in investable assets by the year 2006. Now, for the first time, investment advisors and financial institutions can get the inside story on eMillionaires. Based on interviews of 652 eMillionaires, the authors have opened the door on this new breed of investors, offering a detailed look at their personal and professional lives, the products and services they want, and their feelings about investing and financial advisors.
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*Is your firm the only game in town?
*Do people consider your service first and price later?
*Are you perceived as sufficiently Special that prospective customers can tell you apart from the rest of the pack?
*Do you know who your target clients are? Who they are not?
*Can you turn down the wrong business?
*Do clients know what you stand for?
*Do you have a powerful marketing system capable of making your niche a household word?
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The financial services industry is in the midst of turbulent times. Industry participants must swiftly confront and adapt to a competitive environment driven by deregulation, technological advancements and consolidation. Insurance companies, in particular, are faced with intense competition for clients from nontraditional sources, such as commercial banks and investment banking firms.
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