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Storyselling for Financial Advisors : How Top Producers Sell

by Scott West (Author), Mitch Anthony (Author)

4.6 out of 5 stars

330 ratings

The number one "must read" by Financial Planning!

Highly persuasive individuals--including many top financial professionals--engage clients by using smiles, metaphors, anecdotes, and illustrations. They pose open-ended questions and are attentive to their stories, background and histories to gather valuable information and establish deep connections with their clients. This style of communication helps them better meet the financial needs of their customers and help them sell more effectively during the process.

In this best-selling book the writers Scott West and Mitch Anthony describe how to create these easy connections. They offer clear and practical methods that any financial professional can implement.

Guitar Man

5.0 out of 5 stars

We've Been Doing This All Wrong - Until Now....

Reviewed in the United States on December 24, 2007

Verified Purchase

I've been in the Financial Services business for over 20 years, and since day one, I've been told to present charts, stats, figures, etc. to clients. This type of process is shoved down our throats in this industry.

Fortunately, I "got it" long ago and began including right-brain thinking into my presentations. This book, however, has crystallized those beliefs and taken me to the next level.

West and Anthony have hit upon a concept that is not necessarily new; however, they have done an excellent job of bringing storyselling to a conscious level for the niche that includes Financial Advisors.

I make decisions for myself and my family via careful analysis of facts (or so I think); however, after much thought (pun not intended), I now realize that my emotions play a larger part of that decision-making process. If I "feel" right about something, it's a done deal. Having stated that fact, I wonder: why should my clients be any different?

We all think in pictures. Contemplate this: when someone tells you something (or you read something), does your mind see the words they say or that you read? No! You see pictures, photos, etc. This is the way we think, and this is the way sales and communication must be approached. Create pictures that depict what people want to achieve (with honesty and with their best interests at heart, of course; this goes without saying), and success is ensured.

This is where storyselling comes in, and this is why this book is so important to those in the Financial Services industry. It cuts to the core of proper communication techniques. This is NOT about manipulation; that would simply be unethical, at the very least. This is purely about finding a better way to communicate your message in a way that will allow others to understand and benefit.

A fantastic volume; I highly recommend it!

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Tom Ahern

5.0 out of 5 stars

For fundraisers, too

Reviewed in the United States on April 4, 2009

Verified Purchase

Fundraisers: Don't judge this book by its title. I'm a big fan of reading outside the bubble of the fundraising industry. Every so often your reward is you run across a shockingly helpful business book that seems at first glance to have nothing to do with fundraising -- and yet is profoundly helpful with that difficult enterprise. This is one of those titles: Storyselling for Financial Advisors.

But you say, "I'm not a financial advisor." And I say, "Are you so sure, Ms. and Mr. Fundraiser?" You ask strangers to trust you with their hard-earned money, right? Well, this sage book will explain how to do that task far more effectively, especially with mid-sized to major donors, using proven techniques developed by top-selling financial advisors. Among the book's key points: put away your charts and graphs and learn to speak intelligently to the right side of the prospect's brain, the place where the emotions reside.

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A H

5.0 out of 5 stars

Electronic version needs a tablet to be read

Reviewed in the United States on December 5, 2018

Verified Purchase

Everyone else has said how good this book is and agree with them.

If you want the electronic version, you must download to iPad or something of similar size because the book is downloaded as an image and if you are using a phone or Paperwhite, you will need to zoom in and swipe left to right throughout the entire book.

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S. H. TENNEY

5.0 out of 5 stars

Alternate Title: "What your prospects need to know, and how to share it with them."

Reviewed in the United States on October 16, 2015

Verified Purchase

This book also includes many Warren Buffett quotes, that can be memorized and used in many situations. really enjoyed the "across the bow" approach; this book gave refreshing insight and wording that cuts through complicated financial knowledge to the heart of what's relevant to the BUYER. The book's essence goes far beyond the social constructs of the time it was written, and its message is readily applicable to mastery of sales, whether products or services.

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Johnny Mac

5.0 out of 5 stars

Financial storyselling

Reviewed in the United States on November 1, 2009

Verified Purchase

This is an excellent book that goes to the heart of interpersonal communication in regards to the marketing of financial services but the principals laid out really do apply to any walk of life. Of course, the art of persuasion can be either for good or for greed in this case. I would hope that whoever sits down with individuals and families has it within them to do the right thing and provide financial services for their customer's needs and not just to create personal revenue from a transaction. I was part of a financial seminar given for financial advisers in which Mr. West was a speaker. He indeed embodies the content of this book and I'm sure would have been wildly successful in any avenue of sales or whatever he pursued.

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Kc Truby

5.0 out of 5 stars

fast shipping, book in top notch condition

Reviewed in the United States on January 25, 2022

Verified Purchase

OK, this was a great place to buy a book. It shipped almost immediately and was in better condition than they described in the listing.

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Neil B. Wood

5.0 out of 5 stars

This book should be in every financial advisor's home and office library

Reviewed in the United States on May 12, 2015

Verified Purchase

Storyselling for Financial Advisors is one of the Best books I've ever read to help salespeople clarify their explanations through the simple use of stories and analogies. I've told more than 10,000 advisors about this book and encouraged them to buy it, so that they can help their clients understand investing, asset allocation, the rule of 72, etc.

Neil Wood, author the Amazon Best Selling: The Best Practices of Successful Financial Advisors

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J.D. Cahill

5.0 out of 5 stars

Engage the Right Side of Your Brain

Reviewed in the United States on October 9, 2005

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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Amazon Customer

5.0 out of 5 stars

Good tips for financial advisors.

Reviewed in the United States on April 24, 2019

Verified Purchase

Super ideas in book. However, the web site in the book is no longer active.

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Drew

5.0 out of 5 stars

Must Have for Financial Advisors!

Reviewed in the United States on March 5, 2016

Verified Purchase

Great for an FA at any stage of their career. I come back to this book often and there are Post-It's and tabs sticking out all over it from all the great ideas I FREQUENTLY reference!

Ruben C

5.0 out of 5 stars

Fantastic book

Reviewed in the United States on October 5, 2018

Verified Purchase

Fantastic book ... very practical and applicable.. with great example short stories

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Rachel G.

5.0 out of 5 stars

Excellent Read!

Reviewed in the United States on April 7, 2019

Verified Purchase

Every Financial Advisor should read this. Excellent take on teaching complex concepts through stories.

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Magical Dragon

5.0 out of 5 stars

One of the Best!

Reviewed in the United States on March 21, 2014

Verified Purchase

People don't care so much as the technical details and investment returns. They want someone who can relate to the, talk in rgualr language and be there for them. A "people person" more than a "numbers person" is what they like.

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EMW

5.0 out of 5 stars

Great information

Reviewed in the United States on June 21, 2013

Verified Purchase

I haven't finished the book yet, but so far, I love it! Very good, practical information. I love how the authors explain how the brain works...Brilliant. Anybody could learn communication skills from this book!

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Raymond F Conlon

5.0 out of 5 stars

Interesting

Reviewed in the United States on August 25, 2013

Verified Purchase

Anyone interested in selling should read this book. It is full with ideas that may seem obvious but are often ignored.

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Marshall Akers

5.0 out of 5 stars

For analytics selling to normal people.

Reviewed in the United States on May 22, 2015

Verified Purchase

Outstanding book. I am an engineer, very analytical. My market is much less analytical, so the book is helping me connect with my clients in a better way than I every have before. Madatory reading for anyone frustrated by their customer's lack of logical decision making.

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Roberta Weigand

5.0 out of 5 stars

Great book

Reviewed in the United States on December 22, 2009

Verified Purchase

This is a great book. This book teaches you how Storyselling for Financial Advisors : How Top Producers Sell to present financial concepts in everyday language. In a manner in which your client can relate to and not be confused. It allows your client to be a part of the decision making process and not fear you. It helps you develop the rapport you need to establish a great relationship with your client. Every financial advisor should be required to read this book before working with a client.

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