By Scott West
Study what makes a consumer belief you to be their monetary advisor. positioned the ability of tale telling into promoting monetary items. The authors clarify the method of creating those intuitive connections, then translate their findings into comprehensible and sensible innovations that any monetary expert can use. They current genuine tales, together with many via Warren Buffet, one of many maximum ""storysellers"" of all time. those genuine tales may help monetary execs faucet into the ""gut reaction"" of other different types of consumers. the publication additionally comprises distinctive issues on speaking to girls, the 50+ marketplace, and the prosperous.
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Additional info for Storyselling for Financial Advisors : How Top Producers Sell
I don’t see the bargain in that. I mean the numbers looked good and everything, but I just don’t understand why it’s going nowhere and my friends’ funds are doing great. , CLIENT This sort of second-guessing is second nature to most. However, it is also a symptom of a client who has not been emotionally and intellectually prepared for 36 S T O R Y S E L L I N G F O R F I N A N C I A L A D V I S O R S the inevitable ebb and flow of securities-based funds. Turn on an investment advice radio show and listen to the showed me a fund that had number of callers asking, “I bought such and such, is that done well in recent years good?
His answer: “A rising tide lifts all boats. ” We have studied clients’ responses to this metaphor. A grin breaks out on their faces. Their eyes shift. They are picturing it! The image strikes their funny bone. They will nod and affirm the wisdom of the metaphor. The right side of their brain is fully activated. You’ve got their attention. They learned something in an entertaining, illustrative manner. You could have made a literal statement like, “You have to be careful and selective when investing in a bull market,” but without the picture, how much impact would that statement have had?
Can you make better connections with your clients by connecting with their imagination, emotions, hopes, and dreams? Absolutely. The buttons you need to push to connect with their imagination, emotions, hopes, and dreams are in the right side of their brain and are connected through those methods we have described here. Storyselling is an approach that will keep your clients from ever becoming bored and will leave an indelible and positive mark in their memory about your competence as an advisor.