VALUE-BASED SELLING IN FINANCIAL SERVICES What Top Performers Do BY TONY COLE Co-Founder, Anthony Cole Training Group You may have heard the term value-based selling, but you may not know what it is or what it entails. Value-based selling in financial services is an approach that places your clients and their financial concerns and challenges at the forefront. It doesn’t communicate what you do, but the worth of what you do. Value selling in financial services is a differentiator because, when done well, it builds trust, enabling salespeople to guide customers through some of their most important financial matters, such as buying a home or investing for retirement. Value-based selling is client-centered. Once you master your value-based selling 14 The Community Banker
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