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

Lou Cassara
4.4 out of 5 stars  See all reviews (7 customer reviews)

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Book Description

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.


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Editorial Reviews

From the Inside Flap

People dislike being sold, but love to be served. A recent Business Week study revealed that two-thirds of financial services clients are thinking about leaving their advisors. Given this climate of change, are you frightened by the challenge or excited by the opportunity? Many people in advisory roles -- financial representatives, attorneys, brokers and bankers -- are at a crossroads. The old model of relating to clients based on controlling them is no longer effective. From Selling to Serving offers another way, a way to create significant and rewarding client relationships.

How you communicate with your clients accounts for 85% of the relationship. Yet most professionals spend only 15% of their time developing these vital skills and abilities. The Client Creator Process in From Selling to Serving helps you understand the principles and patterns necessary to focus on creating quality relationships and sustaining success.

You will have confidence to:

ATTRACT clients by knowing and communicating why people work with you

CONNECT with clients by understanding and activating the deep emotions in others

COMMIT to clients by aligning intentions with actions.

People buy from people. Relationships, not products, are the key. Changing the way you think about these relationships, and moving from a selling to a serving mindset creates unlimited opportunity. In this current environment, it can make all the difference for you, both personally and professionally.

By focusing on the principles and patterns that create and sustain success, our training and coaching programs have helped thousands of financial service professionals and entrepreneurs increase their productionby bringing their life to their business and their business to life. --This text refers to an alternate Hardcover edition.

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.  

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