Selling is as old as civilization itself. Put in the simplest of terms, selling is the exchange of goods and services for something of value. To financial advisors, however, the sale is often seen in a negative light, and many cringe at the word "sell." Interestingly, the same advisors who shy away from the concept of selling are often those who find themselves selling every single day! Sometimes they're even participating in the selling process multiple times throughout the day--and they may not realize it. Asking for client referrals, developing strategic alliances, seeking and talking with new prospects are all obvious parts of the selling process, but selling happens every time you remind a client why it's a good choice to do business with you, too. The fact is that most CFAs(R), CFPs(R), CPAs, and other professionals did not obtain these titles because deep down they really wanted to be in sales. Most times, their interests tend more toward data, analysis, and more solitary orientations. Selling is probably the last thing those who entered these fields were thinking of doing. They may not have considered the "people" aspect of their chosen profession; the aspect that involves sales. For this reason, and some others, turning into a salesperson seems like a negative, degrading thing. Many advisors will conjure up the picture of the slimy used-car sales guy. It's time to recognize selling as the valuable activity that it is. It is a way to: Let people know who you are and what you do well. Get your message out to those who need it. Promote your planning process, wealth management services, or investment expertise. Use your relationship skills to close new business. Take your business to the next level. If you want to grow your business, the bottom line is that you--or someone on your team--need to sell, and to sell well. This book will offer guidance on how you can sell in a comfortable and effective manner.
About the Author: As The Human Behavior Coach, Beverly D. Flaxington has developed an expertise in understanding people and their behavior and in teaching them how to "read" others, connect with them quickly, and communicate effectively. She has developed several proprietary programs, including The S.H.I.F.T.(TM) Model, which focuses on understanding the human factor; The Six Keys to Confident Presenting, which helps advisors to understand their audience and present effectively; and The Five Secrets to Successful Selling, which uses human behavior as its basis for selling to others. Beverly has spent close to 30 years in the investment business and held several C-level roles. She created new sales and marketing efforts in different situations including mutual funds, financial advisory, retirement and institutional firms. She is a Certified Hypnotherapist and has deep experience in helping others to make behavioral change happen. She is a college professor and teaches at Suffolk University, where her trademarked programs are used with students to learn effective change management and problem-solving. Beverly has worked with thousands of financial advisors, teaching them how to understand their own style of communicating, read others, and provide financial planning and wealth management in a truly consultative and behaviorally oriented way.