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Storyselling for Financial Advisors: How Top Producers Sell Hardcover – 12 Jan 2000

5.0 out of 5 stars 6 customer reviews

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Product details

  • Hardcover: 256 pages
  • Publisher: Kaplan Trade (12 Jan. 2000)
  • Language: English
  • ISBN-10: 0793136644
  • ISBN-13: 978-0793136643
  • Product Dimensions: 18.4 x 2 x 22.9 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 28,298 in Books (See Top 100 in Books)

Product Description

From the Inside Flap

HIGHLY PERSUASIVE individuals, including many top financial professionals, engage clients by using similes, metaphors, anecdotes, and illustrations. They ask open-ended questions, and listen intently to clients' stories, histories, and backgrounds to elicit valuable information and make deep human connections. This communication style allows them to better serve their clients' financial needs -- and sell more effectively in the process.

In Storyselling for Financial Advisors, authors Scott West and Mitch Anthony explain how to make these intuitive connections, and they outline understandable and practical strategies that any financial professional can use. The stories of Warren Buffet -- one of the greatest "storysellers" of all time -- and others help financial pros tap into the gut reaction of different types of clients, all the while engaging both sides of the brain -- the logical side and the emotional, intuitive side. Storyselling persuasion techniques offer:
-- insights to encourage others to tell their stories
-- techniques for making memorable and understandable client presentations
-- strategies for tapping into the affluent market
-- ways to approach women investors
-- surefire tactics that address the unique stories behind the 65+ market
-- methods for using stories and analogies to illustrate abstract investment concepts such as compound interest, growth and value, retirement, and more.

Storyselling for Financial Advisors is the first book to combine whole-brain persuasion techniques with the sales of financial products. Follow this guide and soon you will be on your way to becoming a financial services professional who:
-- sells in an illustrativeand straight-forward manner.
-- excels in relating and communicating with clients.
-- develops specialized audiences for your services.

About the Author

Scott West is senior vice president of marketing for Van Kampen Funds. A nationally renowned speaker to the retail brokerage community, he is best known for creative marketing strategies geared to financial services professionals.

Customer Reviews

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Top Customer Reviews

Format: Hardcover Verified Purchase
For a long time I was annoyed by the fact that Financial Planners/IFAs/Brokers, who were far less technically competent than me were becoming more successful, i.e. transacting more business. I decided to do something about it, (other than taking yet more advanced qualifications) - so I bought this book!

I completed this excellent book in less than two days, I couldn't put it down. Being a well qualified Financial Planner I tend to rely (perhaps rather arrogantly) on my technical ability to win business, which does work in a number of cases, but definitely not always! I've struggled with what I used to refer to as the 'human aspect' of Financial Planning, I would often think to myself after what I would describe as a successful client meeting "why the heck didn't they go for that? It's exactly what they need/want", whereas now I understand that the 'technical sale' appeals to some clients, it doesn't appeal to the majority. I now very clearly see the 'sales aspect' as being equally important as being technically competent - you have to be both!

I've considered a number of past cases where I haven't managed to complete business cases successfully and this book has 'hit a nerve' and made me realise the error of my ways, if I had read this book before, I would be in a stronger position in my career.

I'm looking forward to putting more structure into my client presentations and increasing my results. One final point, this book highlights the fact that Financial Planning is not just a science but also an art.

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Format: Hardcover
Almost every financial advisor will find this useful. Authors Scott West and Mitch Anthony summarize many important facts of life in sales, and they do so in a concise, highly readable style that is free of jargon. They counsel financial advisors to communicate with clients in easily understandable language, using self-deprecating wit, stories and vivid metaphors. They rightly remind readers that people make decisions about advisors based on what they feel more than on the quality of the advisors' charts and graphs. Then, they discuss different potential clients and show advisors how to appeal to the most critical, most rapidly expanding target markets. We highly recommend this specific, focused sales guide to financial advisors.
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Format: Hardcover
This book has changed the way I sell financial products! Other books have motivated me, added to my sales pitch, helped me handle rejection and got me more organised.

It fell into place for me rather quickly, selling has very little to do with the product and a lot to do with relationships, no revelations there. However, i have worked with many advisor's who talk about the returns of the products, the asset split, the fund manager, the fund performance of the last 10yrs etc. This books helps you to realise how people make decisions and the methodology on appealing to their decision making process. I now rarely talk about the aforementioned financial data and my sales have improved greatly.

Easy to read and backed up with good psychology and understand of how the human brain works.
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