We want clients to measure risk, to look into the future and visualize how today’s decision will affect them 20 years from now. These are abilities that they possess in the right side of their head and we simply need to learn the language that will trigger those abilities.
Typically when we sell financial products we speak the language of the rational left brain, which is fine to a point, but the left side of the brain does not decide on anything! It will analyze from there to eternity. The more information you give the left brain to analyze, the more it will procrastinate. Left brain dominant people are those who can’t get enough information and have a terrible time making decisions.
People analyze with their left side. They agonize over information and numbers, but they don’t decide. The right side puts it all together and forms a picture, gets a feeling and then makes the leap. Once the decision has been made, the left side kicks in and wants to get it done with planning and organizing.
Once you understand this point – that decision making and risk taking are a right brain function – you will immediately see the relevance of learning to speak the language of the right brain. Your livelihood depends on your ability to do so. Our next part of the seminar will show you how to speak this right – brain language of persuasion.
Read on for a detailed breakdown of Telling the Financial Story.
What Can I Expect?
Here’s an outline of Telling the Financial Story
PART I HOW TO PUT HALF OF YOUR CLIENT’S BRAIN TO SLEEP
- Why Statistics Don’ t Sell and Stories Do
- Science & Art
- The Map of Your Brain
- The Roots of Story Selling
- Capturing Your Client’s Attention
- Risks and Decisions
- Learning to Speak the Language of the Right Brain
- Story Selling Triggers
- Visual Storytelling
- Emotional Affirmation
- What is your Gut Feeling? How Decisions Really Get Made
PART II BECOMING A BETTER STORYTELLER
- Reading and Leading Others
- Getting Others to Tell their Story
- How Humor Get You Further than Self Promotion
- Making The Intuitive Leap with Your Client
- Using Analogies and Metaphors to Move Your Clients and Products
PART III STORYTELLING IN DESIRABLE MARKETS
- Telling the Story of the Affluent
- Telling the Story of the 65+
- Telling the Woman’ s Story
- Let Me Tell You A Story
About Peter de Kuster
Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project, a storyteller which helps professionals to create careers and lives based on whatever story is most integral to their lives and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.
Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing, MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.
To book your place in the “Telling the Financial Story” mail peter at firstname.lastname@example.org