Learn what makes a client trust you to be their financial advisor.

Put the power of story telling 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 many by Warren Buffet, one of the greatest "storysellers" of all time. These actual stories can help financial pros tap into the "gut reaction" of different types of clients. the book also includes special topics on communicating to women, the 50+ market, and the affluent.

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.


Book Information
ISBN 9780793136643
Author Scott West
Format Hardback
Page Count 256
Imprint Kaplan Trade
Publisher Kaplan AEC Education
Weight(grams) 594g
Dimensions(mm) 229mm * 184mm * 23mm