Summary of 22 Keys to Sales Success

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22 Keys to Sales Success book summary


8 Overall

9 Applicability

5 Innovation

7 Style


Selling is not about pushing products any more. Pitches or sales gimmicks do not persuade the contemporary cynical, savvy consumer. In today’s world, successful financial services and product sales professionals must build mutually beneficial relationships with their clients based on trust and respect. Authors James M. Benson and Paul Karasik use their experience and accomplishments in finance and insurance to identify 22 key sales strategies that anyone can use, including sales professionals in other industries. Much of the advice, for good or ill, is not specific to the area of financial services. Each chapter explains a tried-and-true, applicable sales strategy in an easy-to-understand format. You’ve heard some of these strategies before, but others will provide new fuel to energize your approach to sales. Each strategy makes sense and recommends this book to everyone who sells financial products, whether you are a weathered sales veteran or a novice who is still finding your way.

In this summary, you will learn

  • How to use 22 different strategies to sell financial products and services;
  • How to focus your efforts on building relationships rather than pitching products; and
  • How to change customers into clients.

About the Authors

James M. Benson sold financial products and services for many years. He is president and CEO of the John Hancock Life Insurance Company, where he formerly headed the sales and marketing division. Management consultant Paul Karasik trains financial professionals. His previous books include Sweet Persuasion and How to Market to High-Net-Worth Households. He is a columnist for On Wall Street magazine.



The Inspiration
Today’s financial services industry has little in common with the financial services industry of years past. Everything has changed, from the way financial products and services are distributed to how they are marketed and sold. Traditional selling techniques, which were...

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