Why is financial advice so hard to sell? Why do so few talented financial advisors flourish? How should financial advice be sold? What thoughts go through a client's mind before they buy? Unlike any other profession, the financial advisor must be both qualified to provide advice and skilled in selling that advice. The quality that sets the most successful advisors apart is not technical prowess but mastering certain enabling capabilities...the skills required to commercialise technical knowhow. Powerful Words is not just another sales book. Powerful Words uses cognitive psychology to help us understand what our clients are thinking when they first meet us and how this thinking must change before they decide to engage our services. Combining his own experience with the ideas of internationally, recognised thought leader Dani Peer provides a practical understanding of our client's mental journey from a defensive and wary mindset to a motivated buyer, and the enabling skills required to consistently and successfully lead our clients through this journey. He challenges widely-held beliefs about where the value lies in the advisor-client relationship and presents us with a compelling alternative that will secure the status of the financial advisor as a recognised and respected professional. Packed with anecdotes and practical insights, Powerful Words is a must read for financial advisors and for all those who seek a better understanding of the unique dynamics of the advice relationship.