Tools: The Trusted Rep

Before reading Values-Based Financial Planning, Raymond James rep Keith Cline could never even think about taking more than a week's vacation every July. Since reading Bill Bachrach's book, Cline has taken off the entire month of July for the past two years. I encourage all brokers to read the book, he said by telephone from Ireland, where he was watching golfers Tiger Woods and Justin Leonard warm

Before reading “Values-Based Financial Planning,” Raymond James rep Keith Cline could “never even think about” taking more than a week's vacation every July. Since reading Bill Bachrach's book, Cline has taken off the entire month of July for the past two years.

“I encourage all brokers to read the book,” he said by telephone from Ireland, where he was watching golfers Tiger Woods and Justin Leonard warm up for a tournament. “I doubt I'd be putzing around Europe for a month without having read the book.”

So what's so special about this book? Well, Bachrach coaches reps on how to be trusted advisers, not salespeople. He also shows brokers how to “steer clients into making choices based on values,” how to develop the “proper long-range plan” and the importance of “gaining the client's trust.”

Bachrach walks you through the development of a financial plan with a five-step approach: 1) identify values, 2) set goals, 3) benchmark current financial reality, 4) create a financial road map and 5) implement.

Published by Aim High Publishing, “Values-Based Financial Planning” (ISBN 1887006036) can be ordered for $29.95 online or through Bachrach's Web site (www.bachrachvbs.com).

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