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The idea... for this book is grounded in this simple premise: banking continues to change. Banks and bankers who refuse to change will be left behind. This book offers a study of the process and principles involved in selling financial instruments and services. It emphasizes the special aspects related to selling/marketing in the banking industry. Both financial products and services will be addressed. Special attention is given to selling implementation. Cases, exercises, questions, and assignments will be used to amplify text materials. The biggest problem with getting into the selling mode for most people is the fear of failure. This book is designed to take the fear out of selling by presenting the key theoretical aspects of selling and showing the student how to apply them in a manner that will promote success in the selling of financial products. The book is unique in that it allows the user to practice applying their knowledge through exercises and case studies.