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Storyselling for Financial Advisorsby Scott West
Synopses & Reviews
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.<P>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: <BR>-- insights to encourage others to tell their stories<BR>-- techniques for making memorable and understandable client presentations<BR>-- strategies for tapping into the affluent market<BR>-- ways to approach women investors<BR>-- surefire tactics that address the unique stories behind the 65+ market<BR>-- methods for using stories and analogies to illustrate abstract investment concepts such as compound interest, growth and value, retirement, and more.<P>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: <BR>-- sells in an illustrativeand straight-forward manner.<BR>-- excels in relating and communicating with clients.<BR>-- develops specialized audiences for your services.
Book News Annotation:
Financial and communications consultants West and Anthony find that the top producers in the financial world do not emphasize numbers and charts to sell their services, but instead ask provocative and incisive questions. Not only can they get powerful insights for meeting the client's financial needs, but the clients are more likely to do business where they feel they have been received with respect and understanding. They explain the technique.
Annotation c. Book News, Inc., Portland, OR (booknews.com)
"I founded H.D. Vest on the idea that clients are much more willing to invest with someone who they know has their best interests at heart. Scott West and Mitch Anthony have lucidly explained how the art of the raconteur and the niche-picking strategy of the entrepreneur can combine with this personal approach to make for incredible selling success. I will enthusiastically recommend this book to our representatives".--Herb D. Vest, Chairman and CEO, H.D. Vest.
Learn what makes a client trust you to be their financial advisor.
Put the power of story telling into selling financial products. 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 Warren Buffet, one of the greatest "storysellers" of all time. These actual stories can help financial pros tap into the "gut reaction" of different types of clients. the book also includes special topics on communicating to women, the 50+ market, and the affluent.
About the Author
Mitch Anthony is President of Advisor Insights, Inc., a firm specializing in relational skills training for financial services professionals. Anthony’s work has been featured on ABC Evening News with Peter Jennings, CNN, Bloomberg, CBS Marketwatch, Kiplingers Personal Finance Magazine and many more.
Gary DeMoss is director of Van Kampen Consulting, which provides communication and relationship skills training to financial advisors. He is an award-winning corporate sales and marketing executive and continues to speak to industry groups on sales and marketing topics.
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