The longevity of the different sales concepts is a testament to their effectiveness at helping to explain the many benefits of financial products however sales concepts have one serious flaw, they fail to consider the client’s big picture. When financial advisors replace comprehensive analysis with a product sales concept, it can be viewed as biased and have a negative effect on the client even when the advice is the best solution given the situation.

If the financial industry continues to tie advice to product concepts, how can we expect the public not to view our advice as biased? The answer is simple, take the product out of the concept.

In this book you will learn how to use six Focused Planning™ concepts to create Value over Product™ so your clients understand the value of your recommendations and give them the confidence to purchase the products and services you know will improve their financial situation.