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Storyselling for Financial Advisors : How Top Producers Sell | 
 enlarge | Authors: Scott West, Mitch Anthony
Publisher: Kaplan Business
Category: Book
List Price: $30.00
Buy Used: $11.85
You Save: $18.15 (60%)
New (33) Used (27) from $11.85
Rating:  29 reviews
Sales Rank: 15957
Media: Hardcover
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 9 x 7.1 x 0.9
ISBN: 0793136644
Dewey Decimal Number: 332.60688
EAN: 9780793136643
ASIN: 0793136644
Publication Date: January 12, 2000
Availability: Usually ships in 1-2 business days
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Product Description
Using similes, metaphors, anecdotes, illustrations, and asking open-ended questions, then really listening to clients' stories, histories and backgrounds can elicit valuable information. Highly persuasive individuals and many of the top financial professionals use this communication style intuitively, making deep human connections with their clients. From this deeper understanding, they are better able to serve clients' financial needs--and sell more effectively in the process. The authors explain the process of making these intuitive connections, then translate their findings into understandable and practical strategies that any financial professional can use. They present actual stories,including many by one of the greatest "storysellers" of all time--Warren Buffet--that can help financial pros tap into the "gut reaction" of different types of clients, all the while engaging both sides of the brain. Right-brain, "story selling" persuasion techniques offer: * insights to get others to tell their stories
* techniques for making an intuitive leap with the client
* strategies for tapping into the affluent market
* ways to approach women investors to tell their stories
* tactics that address the unique stories behind generational investors
* methods for using stories to illustrate common investment concepts such as compound interest, growth and value, retirement and more
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| Customer Reviews: Read 24 more reviews...
 This book changed my approach to advising clients... May 6, 2008
Joseph Graves (Camas, WA USA)
An excellent book well written and easy to read with just enough detail to be informative balanced with stories to make it readable. My biggest aha came from the the different styles of communication clients use and how I can better connect with them. This book was the first to cause me to focus on communicating better an speak in a way and method they can understand, imagine that! Well worth reading for veterans and rookies alike.
 We've Been Doing This All Wrong - Until Now.... December 24, 2007
Guitar Man (New York, N.Y.)
I've been in the Financial Services business for over 20 years, and since day one, I've been told to present charts, stats, figures, etc. to clients. This type of process is shoved down our throats in this industry.
Fortunately, I "got it" long ago and began including right-brain thinking into my presentations. This book, however, has crystallized those beliefs and taken me to the next level.
West and Anthony have hit upon a concept that is not necessarily new; however, they have done an excellent job of bringing storyselling to a conscious level for the niche that includes Financial Advisors.
I make decisions for myself and my family via careful analysis of facts (or so I think); however, after much thought (pun not intended), I now realize that my emotions play a larger part of that decision-making process. If I "feel" right about something, it's a done deal. Having stated that fact, I wonder: why should my clients be any different?
We all think in pictures. Contemplate this: when someone tells you something (or you read something), does your mind see the words they say or that you read? No! You see pictures, photos, etc. This is the way we think, and this is the way sales and communication must be approached. Create pictures that depict what people want to achieve (with honesty and with their best interests at heart, of course; this goes without saying), and success is ensured.
This is where storyselling comes in, and this is why this book is so important to those in the Financial Services industry. It cuts to the core of proper communication techniques. This is NOT about manipulation; that would simply be unethical, at the very least. This is purely about finding a better way to communicate your message in a way that will allow others to understand and benefit.
A fantastic volume; I highly recommend it!
This will make any financial advisor's career explode December 24, 2007
Ponn Virulrak (Irvine, CA - USA)
I bought this book base on the recommendation of my mentor who is one of the best producer in the company (he's number 9 among 24,000 agents). I read through it and found that the financial advisors need to be more playful and more fun in order to connect with normal people. And normal people in this case are not middle-class or non-sophisticated investors. Some big-business owner or sophisticated investor want to be presented with something that is easy to understand. Plus, they also want to be entertained. This book will definitely worth your money and worth your time to read. It shouldn't be read only once. You should use it for reference if you feel "stuck" at the appointment or presentation. Also you should go back to it if you feel like your appointment or presentation that you've recently done was "dried" or "grim". This book will change all that. :)
An Advisor must read! August 2, 2007
B Bowman (Atlanta, GA)
1 out of 1 found this review helpful
If you are considering a career in financial planning or are currently working in the financial services industry, this is a must read. Failure to read this book will insure you sound like everyone else and that will not understand your client.
Storyselling Works May 12, 2007
John Bonnett (Chicago, IL)
This book is must reading for anyone who is in the business of selling anything!
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