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Storyselling for Financial Advisors : How Top Producers Sell Hardcover – January 12, 2000

61 customer reviews

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Storyselling for Financial Advisors :  How Top Producers Sell + Questions Great Financial Advisors Ask... and Investors Need to Know + The Million-Dollar Financial Advisor: Powerful Lessons and Proven Strategies from Top Producers
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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."

Be sure and visit storyselling.com for more information.

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

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Product Details

  • Hardcover: 246 pages
  • Publisher: Kaplan Publishing (January 12, 2000)
  • Language: English
  • ISBN-10: 0793136644
  • ISBN-13: 978-0793136643
  • Product Dimensions: 7.2 x 0.8 x 9 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (61 customer reviews)
  • Amazon Best Sellers Rank: #21,235 in Books (See Top 100 in Books)

More About the Author

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.

Customer Reviews

Most Helpful Customer Reviews

59 of 61 people found the following review helpful By J.D. Cahill on October 8, 2005
Format: Hardcover Verified Purchase
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.
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44 of 47 people found the following review helpful By Thomas Howard on July 25, 2000
Format: Hardcover
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.
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21 of 22 people found the following review helpful By Scuba Diver on October 19, 2005
Format: Hardcover
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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11 of 11 people found the following review helpful By S. Stubbs on August 22, 2002
Format: Hardcover
This is an absolute must read for financial professionals. This book has helped me to greatly improved my practice. I now use anecdotes, stories, and analogies rather than ledgers and charts. Your clients will love your new, easy to understand approach.
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15 of 17 people found the following review helpful By Robert A. Caldwell on November 17, 2002
Format: Hardcover
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. HIGHLY RECOMMENDED!
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50 of 64 people found the following review helpful By Ric G on August 28, 2003
Format: Hardcover
I was really disappointed with this book. I was looking for a book that would help me structure my presentation and give me a pool of metaphors and analogies that I could use to help clients understanding. Whilst the end of the book contains maybe 25 metaphor presentations on various topics (diversification, why use an adviser, bear markets etc.) the rest of the book is pretty much filler.
Quotes take up half of nearly every page.
There are chapters that discuss presenting to the 65+ market and to women that contain very little useful information.
There's a frustrating section discussing the "science" behind storyselling.[
This book isn't worth $5, let alone the $30 it retails for.]
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10 of 11 people found the following review helpful By William J. Stevens on February 15, 2002
Format: Hardcover
In an increasingly crowded and competitve marketplace for individual financial services, the key to success lies in making that special connection with the customer. Financial planning too often gets bogged down in quantitative overanalysis: Alphas, Betas, Sharpes, Distribution Analysis, Volatility, etc.While these measures are all important in portfolio management and security selection, the key to winning the trust of the investing public is qualitative and personal.
People choose a financial professional based on trust and the assurance that they speak the same financial language.
StorySelling addresses this key issue of relating to the customer. The best way to communicate complicated quantitative information is through the use of stories: real-life examples, metaphors, and allegories of decision-making on a human, personal, emotional level. Ultimately, all financial decisions and the forging of professional relationships in the financial services arena are emotional ones.
Story Selling illustrates for us how to connect with customers on the emotional plane through stories. Bravo !
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6 of 6 people found the following review helpful By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER on December 21, 2004
Format: Hardcover
Almost every financial advisor will find this useful. Authors Scott West and Mitch Anthony summarize many important facts of life in sales, and they do so in a concise, highly readable style that is free of jargon. They counsel financial advisors to communicate with clients in easily understandable language, using self-deprecating wit, stories and vivid metaphors. They rightly remind readers that people make decisions about advisors based on what they feel more than on the quality of the advisors' charts and graphs. Then, they discuss different potential clients and show advisors how to appeal to the most critical, most rapidly expanding target markets. We highly recommend this specific, focused sales guide to financial advisors.
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