An excellent book well written and easy to read with just enough detail to be informative balanced with stories to make it readable. My biggest aha came from the the different styles of communication clients use and how I can better connect with them. This book was the first to cause me to focus on communicating better an speak in a way and method they can understand, imagine that! Well worth reading for veterans and rookies alike.

I bought this book base on the recommendation of my mentor who is one of the best producer in the company (he's number 9 among 24,000 agents). I read through it and found that the financial advisors need to be more playful and more fun in order to connect with normal people. And normal people in this case are not middle-class or non-sophisticated investors. Some big-business owner or sophisticated investor want to be presented with something that is easy to understand. Plus, they also want to be entertained. This book will definitely worth your money and worth your time to read. It shouldn't be read only once. You should use it for reference if you feel "stuck" at the appointment or presentation. Also you should go back to it if you feel like your appointment or presentation that you've recently done was "dried" or "grim". This book will change all that. :)

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!

If you are considering a career in financial planning or are currently working in the financial services industry, this is a must read. Failure to read this book will insure you sound like everyone else and that will not understand your client.

This book is must reading for anyone who is in the business of selling anything!

This book was recommended to me by a friend. I can't imagine anyone writing anything bad about this book, it is great. This is an absolute must read for financial professionals. This book will definitely help you improve your practice. I am looking forward to putting the book to good use.

It's all about connecting and stories are the way to do it. If you're a traditional analytical and details adviser, this book teaches you how to connect with your clients in a way that they understand. Because of using just a couple of the examples in this book, I have seen my closing ratio increase 25%! Using stories helps me to really "help" my clients rather than "sell" them.

It's all about connecting and stories are the way to do it. If you're a traditional analytical and details adviser, this book teaches you how to connect with your clients in a way that they understand. Because of using just a couple of the examples in this book, I have seen my closing ratio increase 25%! Using stories helps me to really "help" my clients rather than "sell" them.

This book draws your attention to the least focused aspect of financial advisory practice which inturn make up a significant difference in the advisor's overall success. It is a must have for all advisors. I believe in retrospect it is the 80/20 rule book for financial advisors.

This book draws your attention to the least focused aspect of financial advisory practice which inturn make up a significant difference in the advisor's overall success. It is a must have for all advisors. I believe in retrospect it is the 80/20 rule book for financial advisors.

Buy it, use it and you will see a major change in the way your clients view you and your practice.

Buy it, use it and you will see a major change in the way your clients view you and your practice.

I am a new financial advisor, and I found some of the techniques in this book useful. I like the general approach - that it's important to sell the story behind the security - but I think the author presents this approach in a rather simplified way. The general idea was useful for provoking thought, but the specifics were lacking. I felt like this book would have been better as a long article rather than a book (but it probably wouldn't have made as much money for the author!)

I am a new financial advisor, and I found some of the techniques in this book useful. I like the general approach - that it's important to sell the story behind the security - but I think the author presents this approach in a rather simplified way. The general idea was useful for provoking thought, but the specifics were lacking. I felt like this book would have been better as a long article rather than a book (but it probably wouldn't have made as much money for the author!)

Uncommon common sense in approaching potential clients and establishing the vital basis of trust to move an initial meeting into a meaningful, long-term relationship beneficial to both parties. West & Anthony capture the very essence of building on the fundamentals of a value-added client experience, focusing on the essential concept of building the one-on-one rapport that establishes an advisor as the advisor of choice (and sets the stage ultimaely for quality referrals.) I especially enjoyed reading Chapter 13 "Let Me Tell You a Story" focusing on analogies and metaphors--fantastic! A good read and an excellent philosophy to establishing a financial advisory practice. 4 Stars.

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.

Good techniques that could be applied immediately by those involved in an financial-investments advisory capacity.

The book was received in a timely manner and in great condition.

Who says you have to beat up your clients to get them to buy something from you? Stop grinding-- start entertaining.

The best salespeople have always sold with stories, stories of success, of winning vs. terrible odds, stories designed to connect emotionally with a buyer. Indeed, the more abstract the sale, the greater the need for a story and Storyselling does a wonderful job of illustrating that point. Stories are like metaphors and analogies--which I feature in my new book, "METAPHORICALLY SELLING:How to use the magic of metaphors to sell, persuade, & explain anyting to anyone"--they have the power to grab, engage, and make a point instantly. They are truly "weapons of mass understanding."

Almost every financial advisor will find this useful. Authors Scott West and Mitch Anthony summarize many important facts of life in sales, and they do so in a concise, highly readable style that is free of jargon. They counsel financial advisors to communicate with clients in easily understandable language, using self-deprecating wit, stories and vivid metaphors. They rightly remind readers that people make decisions about advisors based on what they feel more than on the quality of the advisors' charts and graphs. Then, they discuss different potential clients and show advisors how to appeal to the most critical, most rapidly expanding target markets. We highly recommend this specific, focused sales guide to financial advisors.

Scott West and Mitch Anthony have written a book that belongs on every financial professional's desk! If you work with clients, this is must-read. I have yet to find a better way to communicate with clients about the complex world of investing. If you want to stand out from the crowd and work with the clients you've always wanted, here's a financial tip for you: Buy this book - now! Thanks Scott and Mitch for writing a real winner.

I think you will find something useful in this excellent book. Anyone involved in direct client contact must to make the investment in this book. Storyselling is an absolute must read for financial professionals. You are able to use anecdotes, stories, and analogies rather than ledgers and charts. Your clients will love your new, easy to understand approach. This book provides many ways to explain difficult concepts to the average investor. I strongly recommend this book to anyone in the financial services profession. Storyselling illustrates for us how to connect with customers on the emotional plane through stories.

I was really disappointed with this book. I was looking for a book that would help me structure my presentation and give me a pool of metaphors and analogies that I could use to help clients understanding. Whilst the end of the book contains maybe 25 metaphor presentations on various topics (diversification, why use an adviser, bear markets etc.) the rest of the book is pretty much filler.
Quotes take up half of nearly every page.

There are chapters that discuss presenting to the 65+ market and to women that contain very little useful information.

There's a frustrating section discussing the "science" behind storyselling.[

This book isn't worth $5, let alone the $30 it retails for.]

No matter how long you have been in the financial world, I suspect you will find something useful in this excellent book. As a financial professional, a strong analytical side is imperative... but this but book is a great reminder that you need to connect with your clients and prospects on other levels as well. For veteran sales people, much of this will probably be old hat, but there are lots of specific examples, many of which I have begun to incorporate into my own presentations. Even one good idea will more than compensate for the cost of the book and your time and I suspect that most people will get far more than one. I encourage anyone involved in direct client contact to make the investment in this book.

This might be o.k. for a rookie advisor with no prior experience, maybe right out of college. I really got no value out of this book.

In an increasingly crowded and competitve marketplace for individual financial services, the key to success lies in making that special connection with the customer. Financial planning too often gets bogged down in quantitative overanalysis: Alphas, Betas, Sharpes, Distribution Analysis, Volatility, etc.While these measures are all important in portfolio management and security selection, the key to winning the trust of the investing public is qualitative and personal.
People choose a financial professional based on trust and the assurance that they speak the same financial language.
StorySelling addresses this key issue of relating to the customer. The best way to communicate complicated quantitative information is through the use of stories: real-life examples, metaphors, and allegories of decision-making on a human, personal, emotional level. Ultimately, all financial decisions and the forging of professional relationships in the financial services arena are emotional ones.
Story Selling illustrates for us how to connect with customers on the emotional plane through stories. Bravo !

this book has nothing new. It is just a compilation of other books and studies. If you are currently a financial advisor the information in this book should already be known. If you are new to the business you should find a great benefit. As I read the book I kept thinking I had read it before word by word. I am certain I did not.