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 pr…
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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.
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.
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.