Alex Boden Financial Planning The book 22 Keys to Sales Success by James Benson and Paul Karasik gives insight on how to become successful in the financial world. There have been changes made to the financial industry over the past few years and as a result the way financial products are sold has been affected. The authors show that selling is more than just describing products and filling needs but an informed approach with a focus on trust and relationships. The book shows ways to make more money and achieve higher levels of success. The book starts with the first key to selling is maintaining control of the sales process and learning to detect, then control, the clients fears. The customer fears making the wrong decision and that can lead to no decision being made at all. This problem can be solved by making a plan specifically for the clients needs with credible information to help support your plans ideas. The clients fear of change can be solved by giving clients a guide on what they can expect in future meetings and any other processes along the way. Buyers often fear giving up control and this can lead them to delaying the process or making impossible demands. To counteract this fear it is as simple as asking permission to ask questions and find an agreeable manner to proceed with the sales discussions. The clients fear of losing self esteem can be overcome by letting them know that the markets are very complex and making them feel comfortable with what they know. The next key shows that compensation should be a secondary focus while the main focus should be on the clients. With long-term success on the line focusing on the clients will ensure future sales and more consistent buyers. The next key, Position with mission, follows the same process as the last in marketing to the