This new text emphasizes the special aspects related to selling/marketing in the banking industry, with special attention given to selling implementation. 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 promotes success in the selling of financial products. Both financial products and services are addressed. With cases, exercises, questions, and assignments used to amplify text materials.