22 Keys to Sales Success
How to Make It Big in Financial Services
Bloomberg
1. Edition April 2004
224 Pages, Hardcover
Wiley & Sons Ltd
In the past few years, the financial industry has undergone dynamic structural changes that have deeply affected the sales process. Bruised by market volatility, today's consumer is skeptical and demands more for less. A business needs fresh approaches to sell in today's tough marketplace.
Here are the 22 Keys that can help any financial professional make more money, work less, and maximize his potential. Industry leaders James Benson and Paul Karasik combine their personal experience with the shared wisdom of the masters. Each key contains proven, actionable sales guidelines, including:
* The four primary fears that could destroy a sale--and how to help prospects overcome them
* The nine most effective strategic approaches to "target marketing" success
* Five guidelines for qualifying prospects more effectively
* Sixty-five ways to snap a sales slump
* Ten ways to get clients to say yes
* Four simple steps to generate new business with current clients
* Five guidelines for overcoming objections
* Six sample scripts to make closing ratios soar
Whether a company has been in business for years or is just beginning, each key will unlock a new door on the path to sales success.
Introduction.
Key 1 Take control of the sale.
Key 2 Focus on clients, not compensation.
Key 3 Position with mission.
Key 4 Go long and deep.
Key 5 You've got to believe.
Key 6 Don't be afraid to walk away: Jim's epiphany.
Key 7 Give them something to say "yes" to.
Key 8 Develop a marketing rhythm.
Key 9 Follow the 60-20-20 rule.
Key 10 Automate your sales process.
Key 11 Open the Johari window.
Key 12 Market yourself as the expert.
Key 13 Generate new business with existing clients.
Key 14 Master the art of communication.
Key 15 Demand objections.
Key 16 Always be closing.
Key 17 Be your own sales manager.
Key 18 Cultivate your referrals.
Key 19 Create your compelling vision.
Key 20 Close more sales with scripting.
Key 21 Make them love you.
Key 22 Energize your success.
Resources.
--Albert J. "Bud" Schiff
CEO, NYLEX Benefits
Past President, Association for Advanced Life Underwriting (AALU)
Past Chairman, International Top of the Table
"This is one of the best-written sales books I've read. The action steps and skill builders help put words to action. This belongs on the shelf of every sales professional in the financial services business."
--Robert B. Plybon
Plybon & Associates
Past President, Million Dollar Round Table
"22 Keys to Sales Success makes a great educational text for the financial professional. It presents new ideas for the experienced adviser while also reinforcing historical best practices. For the less-experienced adviser, it serves as an effective primer on how to build a successful practice. Don't miss the resources guide in the back of the book--that alone is worth the price of admission!"
--Barry G. Knight
Senior Vice President and Director of Sales Development, Pioneer Investments
"With this book, Jim Benson and Paul Karasik share their expertise on a number of important skills--such as developing client and professional relationships, ascertaining and serving client needs, and formulating, implementing, and adjusting multifaceted plans--in a clear, articulate, and practical way. 22 Keys to Sales Success provides the next generation of producers and leaders the tools they need to be successful in this ever-changing industry."
--David Stertzer
Executive Vice President, Association for Advanced Life Underwriting (AALU)
John Hancock Life Insurance Company, a division of Manulife
Financial Corporation. Overseeing insurance and annuity sales,
marketing, and distribution operations, he is responsible for all
of the company's distribution channels.
Prior to joining Hancock, he was president of MetLife's Individual
Business unit and was also chairman and chief executive officer of
New England Financial, as well as chairman, president, and chief
executive officer of GenAmerica Financial Corporation.
Before joining New England Financial and MetLife, Jim held the dual
position of president and chief operating officer of Equitable
Companies, Inc. and was chief executive officer of its flagship
life insurance operation, Equitable Life Assurance Society. From
1968 to 1984, he held a variety of positions in sales, marketing,
and product development with Pacific Mutual Life Insurance Company.
Paul Karasik is the president of The Business Institute,
a sales and management training and consulting company. He has
devoted eighteen years to helping America's financial industry
professionals achieve their goals.
Paul is the author of six business classics, including Sweet
Persuasion, How to Make It Big in the Seminar Business, and
Seminar Selling: The Ultimate Resource Guide for Marketing
Financial Services.
He is the founder of the American Seminar Leaders Association
and a popular presenter at professional conferences and seminars
throughout North America.