From Selling to Serving: The Essence of Client Creation [Hardcover]

Lou Cassara (Author)

Book Description

Publication Date: June 1, 2004

Many people in advisory roles-financial services providers, attorneys, brokers, insurance representatives, even doctors-are at a crossroads. The old model of relating to customers isn’t working. "Closing" is not the way to start a relationship that is significant, sustaining, and reciprocal. From Selling to Serving offers another way.

Much of what traditionally passes for sales training involves trying to imitate the success of others. But learning what successful people do is useless without understanding how they do it. By discovering one’s own unique value-examining one’s talents and skills-salespeople can attract rather than chase clients. In From Selling to Serving¸ Cassara introduces the Client Creator process and explains how to:

• Align what’s best about themselves with those they serve in order to make a stronger connection to their clients.
• Identify their clients’ core issues and intentions.
• Articulate the benefits that they can achieve by working together.
• Have the courage to commit to their clients before the client has made a commitment.
• Create rewarding, long-lasting client relationships.

People buy from people-relationships, not products, are the key. When salespeople are ready to change the way they think about sales, when they are ready to stop selling and start serving, the value is limitless. And sales professionals will find it could make all the difference for them-personally and professionally.

Editorial Reviews

About the Author

Lou Cassara, CEO and founder of The Cassara Clinic™ LLC and Cassara Associates, has been motivating people to realize their true potential for more than 20 years.  In his award-winning sales career, he was named as one of the top 20 all-time career producers for Northwestern Mutual, was ranked in the top 1% of his peers and was a Top of the Table member of the Million Dollar Round Table for ten years, before becoming a coach, speaker and consultant.  

Product Details

• Hardcover: 272 pages
• Publisher: Kaplan Publishing (June 1, 2004)
• Language: English
• ISBN-10: 0793192072
• ISBN-13: 978-0793192076
• Product Dimensions: 9.1 x 6.3 x 0.9 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #1,134,627 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Deep thoughts for everyone in need of coaching, July 30, 2004

By 

E. C Kammeyer "Edjaz32483" (Minneapolis, MN) - See all my reviews
(REAL NAME)   

This review is from: From Selling to Serving: The Essence of Client Creation (Hardcover)

Lou Cassara is by far one of the best producers in the financial security industry. Just like he handles his clients, he has come through for the rest of us with this truly powerfull book that will give you not only the resources, but the insight necessary to create new and better relationships with your clients, friends and families on a very caring and intimate level. After reading this book and developing what Lou calls your Personal Value Statement, I imediately saw results in the conduct and content of the conversations I was having with EVERY single indivudual I came in contact with. This book is about much more than what might apear to be on the surface. I truly believe that if you apply the deep wealth of clear information into your life, you will be a much happier, effective, and caring individual. As Stephan Covey would put it, I have had a major paradigm shift after reading the book and completing its excercises just once. I plan on studying the book many times over, and strongly reccomend that if you are having trouble identifying in your relationships that you need to read this book. It will help you pick up priceless advice you will get NO WHERE else. I hope you all enjoy this book as much as I have, and a sincere thanks to Lou and all the work he has put into this book, it is truly a life impacting work.

Edward K.

4.0 out of 5 stars Inspirational and Practical, February 27, 2009

By 

Mark Raciappa (Tallahassee, FL USA) - See all my reviews
(REAL NAME)   

This review is from: From Selling to Serving: The Essence of Client Creation (Hardcover)

The further I got into this book the more I was moved. Lou Cassara does a great job with powerful quotes preceding each chapter and practical exercises at the end of each one. He is "spot-on" when he says: "All relationships are a reflection of the one you have with yourself". His explanations of VCR, Integrity Quotient, and Trust Factor Question allowed me to use practical suggestions to improve my interaction with prospects and clients. Read this book and share the learning--you will be inspired to pass it on!

5.0 out of 5 stars Create lasting Clients, January 10, 2007

By 

Miriam Battson "Executive Coach" (Gig Harbor, WA) - See all my reviews
(REAL NAME)   

This review is from: From Selling to Serving: The Essence of Client Creation (Hardcover)

Understanding the essence of Lou's Client Creator model and implementing it in your business, allows you to gain 'trusted advisor' status with your clients. He walks you through the process of developing your own style/script so that you can be the first class version of yourself rather than a second rate version of another successful sales representative.

If you are serious about bringing value to your clients and learning what matters most to them, read this book.

It's highly recommended for clients of Battson Coaching who are selling products or services.