Storyselling for Financial Advisors : How Top Producers Sell

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  • Format: Hardcover
  • Copyright: 2000-01-12
  • Publisher: Kaplan Publishing
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Put the power of storyselling into selling financial products. 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 several 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.

Author Biography

Scott West is senior vice president of marketing for Van Kampen Funds.

Table of Contents

Prefacep. vii
How to Put Half of Your Client's Brain to Sleep
Why Statistics Don't Sell and Stories Dop. 3
Learning to Speak the Language of the Right Brainp. 16
What's Your Gut Feeling? How Decisions Really Get Madep. 27
Becoming a Better Storyseller
Reading and Leading Others: The 30-Second Body Language Readp. 45
How Socrates Can Help You Reach Your Sales Quota: Getting Others to Tell Their Storyp. 54
How Self-Deprecation and Wit Will Get You Further Than Self-Promotionp. 76
Making the Intuitive Leap with Your Clientp. 86
Using Analogies and Metaphors to Move Your Clients and Productsp. 98
Storyselling in Desirable Markets
Telling the Story of the Affluentp. 109
Telling the Story of the 65+p. 135
Telling the Woman's Storyp. 160
Let Me Tell You a Story
The Metaphorical Magic of Warren Buffettp. 181
Let Me Tell You a Story: Storyselling Illustrations, Analogies, and Metaphorsp. 201
Indexp. 243
Table of Contents provided by Syndetics. All Rights Reserved.

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