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From Selling to Serving: The Essence of Client Creation


People dislike being sold, but love to be served. A recent Business Week study revealed that two-thirds of financial services clients are thinking about leaving their advisors. Given this climate of change, are you frightened by the challenge or excited by the opportunity? Many people in advisory roles — financial representatives, attorneys, brokers and bankers — are at a crossroads. The old model of relating to clients based on controlling them is no longer effective. From Selling to Serving offers another way, a way to create significant and rewarding client relationships.
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How you communicate with your clients accounts for 85% of the relationship. Yet most professionals spend only 15% of their time developing these vital skills and abilities. The Client Creator Process in From Selling to Serving helps you understand the principles and patterns necessary to focus on creating quality relationships and sustaining success.

You will have confidence to:

ATTRACT clients by knowing and communicating why people work with you

CONNECT with clients by understanding and activating the deep emotions in others

COMMIT to clients by aligning intentions with actions.

People buy from people. Relationships, not products, are the key. Changing the way you think about these relationships, and moving from a selling to a serving mindset creates unlimited opportunity. In this current environment, it can make all the difference for you, both personally and professionally.

By focusing on the principles and patterns that create and sustain success, our training and coaching programs have helped thousands of financial service professionals and entrepreneurs increase their productionby bringing their life to their business and their business to life.

About the Author

Lou Cassara is one of the top financial professionals in the nation. Since founding the Cassara Clinic, a sales training organization, in 1985, he has trained thousands of business professionals and entrepreneurs to develop significant relationships using the powerful principles and strategies he’s developed. Sales professionals who have gone through the Cassara Clinic have increased their production by no less than 32 percent within the first year. As a financial services advisor, Cassara is ranked in the top 20 all-time career producers for Northwestern Mutual and in the top 1 percent of his peers in the industry. He was a Top of the Table member of the Million Dollar Round Table for ten years before devoting his focus to coaching and consulting.
Weight 1.3 lbs
Dimensions 6.5 × 1 × 9.375 in


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