If you read the same stuff as other financial advisors (or don’t read books at all, like most financial sales people), you will not differentiate yourself.  Rather, you want to read and teach yourself what others in your field do not know.  Here are two books for financial advisors/insurance professionals that will give you HUGE insight into being a great communicator and financial advisor.

“Influence, the Power of Persuasion” by Robert Cialdini discloses subtle ways that people are influenced.  If you have ever had prospects say “I’ll think about it” or procrastinate in others ways and would like to know new ways to influence prospects and clients to do what’s good for them, READ THIS BOOK.  He devotes a chapter to the “law of reciprocity” which I used in the following way.  Each time I started a new client relationship, I sent a gift basket with jams, jellies, nuts, etc.  Of course, the client would always call me up, gushing with thanks.   That’s when I would say, “John, maybe you can do a small favor for me…” and proceed to ask and get referrals.  The law of reciprocity say that if you give something to a person, they feel indebted to you.  What better time to ask for referrals than when your prospect feels indebted.

“Talent is Overrated” by Geoff Colvin is a great book because there is a sense in the industry that the best financial advisors (i.e. those that earn the most) are simply more talented. Colvin explodes that myth by showing examples that great performers simply practice more.  For example, record your sales presentations and then listen to them at home and write down what you could have done differently to be more effective with the prospect.  Other financial advisors will not make the effort to do this and those that commit to the extra practice can be at the top of the profession.

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