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Storyselling for Financial Advisors : How Top Producers Sell (Hardcover)
by Scott West , Mitch Anthony
| Category:
Sales of financial products, Sales & marketing |
| Market price: ¥ 308.00
MSL price:
¥ 288.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
StorySelling addresses a key issue of relating to the customer - promote a decision-making on a human, personal and emotional level through the use of stories. |
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Author: Scott West , Mitch Anthony
Publisher: Kaplan Business
Pub. in: January, 2000
ISBN: 0793136644
Pages: 256
Measurements: 9 x 7.4 x 0.9 inches
Origin of product: USA
Order code: BA00887
Other information: ISBN-13: 978-0793136643
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Rate this product:
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- MSL Picks -
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 Professionals, 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
- market methods for using stories and analogies to illustrate abstract investment concepts such as compound interest, growth and value, retirement, and more
Target readers:
Sales professionals.
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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.
Mitch Anthony, a professional speaker and communications consultant for more than 17 years, specializes in teaching financial services professionals to increase sales by improving relational and communication skills. He is writer and host of the nationally syndicated radio feature, The Daily Dose, heard on 150 stations. He has appeared on or consulted with many national television shows and media groups including USA Today and Readers Digest.
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From the publisher
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.
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| View all 5 comments |
Thomas (MSL quote), USA
<2007-06-27 00:00>
This book explains why some very smart people fail to achieve their potential in this fascinating and competitive industry: They do not connect with their clients at the level where decisions are made. Smart investment professionals who truly want to succeed need to integrate every idea and technique it contains so they can help their clients overcome their fears of investing and move confidently toward their financial goals. As a certified financial planner, president of a securities firm, and industry veteran of fifteen years, I immediately recognized the tremendous value of this book. I ordered Storyselling for every investment representative in our company and for each executive in our financial services group. |
Michael (MSL quote), USA
<2007-06-27 00:00>
No matter how long you have been in the financial world, I suspect you will find something useful in this excellent book. As a financial professional, a strong analytical side is imperative... but this but book is a great reminder that you need to connect with your clients and prospects on other levels as well. For veteran sales people, much of this will probably be old hat, but there are lots of specific examples, many of which I have begun to incorporate into my own presentations. Even one good idea will more than compensate for the cost of the book and your time and I suspect that most people will get far more than one. I encourage anyone involved in direct client contact to make the investment in this book. |
Robert (MSL quote), USA
<2007-06-27 00:00>
Financial advisors, treat yourselves to this book! And buy a copy to give a colleague new to our profession! The message of this excellent book is this: "Sell what clients understand and relate to: concepts and benefits, not facts and figures. For by explaining concepts and benefits, they will understand and will in turn trust you." Story telling is one of the oldest and THE most effective way of educating and passing on information. I have been a financial advisor for 26 years and I profited greatly by reading this interesting and well written book. I wish I could have read it many years ago. |
A reader (MSL quote), USA
<2007-06-27 00:00>
This book provides many ways to explain difficult concepts to the average investor. I am far from being a rookie, and I found it to be very helpful in getting points across that may be mundane otherwise. Clients have been thanking me for explaining things in a format that can truly follow. I strongly recommend this book to anyone in the financial services profession - old and new. |
View all 5 comments |
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