Overview

This book is based on the simple key principle that if the needs of customers, and potential customers, are understood and can be met better than the competition, then the selling of financial services will be a success. Specific examples of the various techniques are provided throughout the text ensuring that they are easily applicable both across the financial services industry and internationally. A unique feature of this book is that for the first time a systematic analysis is suggested which actually generates the likely needs which customers may have. The book concludes with examples of practical applications and specimen product analyses, showing how product data can be converted into raw selling material.

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9781855731585

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