Friday, February 24, 2012

Storyselling For Financial Advisors: How Top Producers Sell By Scott West, Mitch Anthony, Mitch Anthony

Storyselling for Financial Advisors :  How Top Producers Sell

Storyselling For Financial Advisors: How Top Producers Sell By Scott West, Mitch Anthony, Mitch Anthony

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Average customer review:
(38 customer reviews)

Product Description

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.

Product Details
  • Amazon Sales Rank: #15040 in Books
  • Published on: 2000-01-12
  • Released on: 2000-01-12
  • Original language: English
  • Number of items: 1
  • Dimensions: .80" h x 7.44" w x 9.40" l, 1.30 pounds
  • Binding: Hardcover
  • 256 pages
Editorial Reviews

From the Publisher
Why are some brokers and advisors thriving while others struggle to survive?

In Storyselling for Financial Professionals, Scott West and Mitch Anthony point out:

"In an age of online, do-it-yourself investing, people still yearn for mentoring, for guidance, and for affirmation. Many have gone the Lone Ranger route in investing because they haven't been able to find a broker who knows how to communicate effectively. Make the complex simple and understandable and you will never lack for clients. The storyselling truths and examples in this book will revolutionize the way you sell financial services, and yourself."

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Praise for Storyselling for Financial Professionals

This book is tremendously useful as a practical, well thought out tool to help build stronger relationships with your clients. This book integrates left- and right-brain research in a powerful way.

Olivia Mellan, Author of Money Harmony: Resolving Money Conflicts in Your Life and Relationships

This book is a gem! It should be required reading for aspiring sales professionals in the financial services industry. What impresses me about this book is that its teachings are based on real world success stories, not on some obscure psychological theory. As an added bonus, it's fun to read.

Don G. Powell, retired Chairman, President, and CEO, Van Kampen Investments

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

The best ideas are the simplest. Storyselling for Financial Advisors by Scott West and Mitch Anthony provides an easy to use method to communicate important, but often confusing concepts to your client.

James S. Putnam, Managing Director, National Sales, LPL Financial Services

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 needsand 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 Buffetone of the greatest "storysellers" of all timeand others help financial pros tap into the gut reaction of different types of clients, all the while engaging both sides of the brainthe 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

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.

Customer Reviews

Most helpful customer reviews

37 of 38 people found the following review helpful.
5Engage the Right Side of Your Brain
By J.D. Cahill
This is an excellent book. Numbers and statistics put clients to sleep. But describing a financial concept by telling a story engages the client(s). I am a Financial Advisor, and when people ask me what I do as a Financial Advisor, I tell them a story. Sometimes I go with this (this is not in the book): "The average American spends a dollar the following way: They spend $0.62 on standard of living, $0.25 on taxes, $0.10 on insurance, and $0.03 or less on savings. I find ways to reduce your tax liability, try to reduce your insurance while maintaining proper and adequate coverage, and see if we can cut some spending on standard of living." You would be surprised to see how clients listen to that versus a complex explanation of what a Financial Advisor does - because they can relate to a dollar and how it is spent. If you want to keep trying to imprees clients with how smart you are by using industry jargon, statistics, and other numbers - keep doing it; it may be one more client for me to hook. Buy this book.

36 of 39 people found the following review helpful.
5Must Have, Must Read!
By Thomas Howard
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.

16 of 17 people found the following review helpful.
4And What a Story Told!
By Scuba Diver
Uncommon common sense in approaching potential clients and establishing the vital basis of trust to move an initial meeting into a meaningful, long-term relationship beneficial to both parties. West & Anthony capture the very essence of building on the fundamentals of a value-added client experience, focusing on the essential concept of building the one-on-one rapport that establishes an advisor as the advisor of choice (and sets the stage ultimaely for quality referrals.) I especially enjoyed reading Chapter 13 "Let Me Tell You a Story" focusing on analogies and metaphors--fantastic! A good read and an excellent philosophy to establishing a financial advisory practice. 4 Stars.


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