This book is pure gold. It is a small book but the ideas in the book are worth so much more then the cost of the book.

Why People Buy : Achieving the Selling Zone. To anyone who specialises in helping clients making smart informed risk management decisions that feel right to them, this book is indispensable. I found Guy's way of articulating his unique perspective and recommendations (concerning how and why people buy) totally mind blowing. Guy lays out not only the why, but also the what and how (when it comes to maximising the results - for both the seller and the customer/client) when buyer and seller engage with each other. I can't disagree with a single concept or philosophy held by Guy. By the way Guy continues to be one of the rare elite of top life insurance producers who are currently working in the world. Which is why if you adopt and adapt even some of his ideas you will not regret it.

This is the most important book for a financial advisor wanting to grow his business that I have encountered. I have been in this profession for 13 years and have bought and been given numerous books pertaining to our practice but this one stands out above the rest in real practical techiques. I have always prospected and was successful but if you use the skills from this book your closing ratio will be higher. I had a case last year in which I used the approach from the book and landed the account in a few short months (it was a seven figure account). I know this book is on the pricey side given its a paperback but you will not be dissappointed. I have read it 3-4 times and will refer back to it often.

This book was out of print for several years. And the folks willing to sell their copy wanted a king’s ransom. But now it’s back at list prices. Don’t miss your opportunity to have a systematic approach to make you a fortune. So this offers an excellent ROI even when you have to pay $400 for a copy

The author tackles a very specific area and gives specific advise for dealing with the third person in the room whenever you are working with a prospect to work with your advisory firm, the incumbent advisor.Excellent technique and thought processes are laid out. A good read for any financial advisor who seeks to better their sales skills.