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