Storyselling for Financial Advisors : How Top Producers Sell (Hardcover)

~ (Author), Mitch Anthony (Author) "Some people use statistics like a drunken man uses a lamppost-for support rather than illumination..." (more)
Key Phrases: confidence meter, mature clients, nine profiles, Warren Buffett, Family Stewards, Attending Behaviors (more...)

Editorial Reviews

Product Description

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 process.

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 one of the greatest "storysellers" of all time--Warren Buffet--that can help financial pros tap into the "gut reaction" of different types of clients, all the while engaging both sides of the brain. Right-brain, "story selling" persuasion techniques offer:

* insights to get others to tell their stories
* techniques for making an intuitive leap with the client
* strategies for tapping into the affluent market
* ways to approach women investors to tell their stories
* tactics that address the unique stories behind generational investors
* methods for using stories to illustrate common investment concepts such as compound interest, growth and value, retirement and more

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

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Product Details

• Hardcover: 256 pages
• Publisher: Kaplan Business (January 12, 2000)
• Language: English
• ISBN-10: 0793136644
• ISBN-13: 978-0793136643
• Product Dimensions: 9.1 x 7.5 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (32 customer reviews)
• Amazon.com Sales Rank: #12,781 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

27 of 27 people found the following review helpful:

5.0 out of 5 stars Engage the Right Side of Your Brain, October 8, 2005

By	J.D. Cahill "J.D. Cahill" (NY, NY) - See all my reviews

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.

27 of 30 people found the following review helpful:

5.0 out of 5 stars Must Have, Must Read!, July 25, 2000

By	Thomas Howard (Jackson, MS USA) - See all my reviews

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.

14 of 14 people found the following review helpful:

4.0 out of 5 stars And What a Story Told!, October 19, 2005

By	Scuba Diver (Boston, MA) - See all my reviews

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.