Named the number one "must read" by Financial Planning!

Highly persuasive individuals—including many top financial professionals—engage clients by using smiles, metaphors, anecdotes, and illustrations. They ask open-ended questions and listen intently to clients' stories, histories, and backgrounds to elicit valuable information and make deep human connections. This communication style allows them to better serve their clients' financial needs and sell more effectively in the process.

In this best-selling classic, authors Scott West and Mitch Anthony explain how to make these intuitive connections. They outline understandable and practical strategies that any financial professional can use.