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Fintech, Achieve Bigger, Quicker Returns

John Mitchell, a very experienced buyer of financial technology, has been helping Fintech companies and their investors develop effective customer-centric strategies for selling to the toughest audiences – the financial institutions.

‘Breaking into the bank’ turns the traditional sales approach on its head by looking at the whole sales process from the customer’s perspective. In simple, easily-understood language, this book gives a unique perspective on how financial institutions see the world of IT purchasing and how to establish credibility with them.

Mitchell says: “Having spent many years buying technology on behalf of financial institutions I’ve witnessed thousands of companies struggling to get a foothold in this complex market. Their products were good, but mostly through a lack of understanding of the customer, they were not communicating in the right way.” He adds: “More recently I’ve been working with IT companies, coaching them in how to approach and succeed with financial institutions. My book sets out to explain how to get results.”

In 2010 Mitchell created sell IT better, a customer-centric IT sales coaching business , and has now written his first book – Fintech, Achieve Bigger, Quicker Returns with the aim of helping both new and established companies to understand exactly what customers look for during a procurement and what they do and don’t value. He gives an invaluable insight into what the buyer has to go through to purchase the product or service and the hidden selection criteria used to select vendors.

Mitchell is not only helping Fintech companies with their sales and business approach, but is also working with their investors to help their portfolio companies to grow and achieve bigger, quicker returns.

He is an active supporter of the London Accelerator communities and is a coach and mentor at Level 39, Startupbootcamp Fintech and SWIFT’s Innotribe programme.

Fintech, Achieve Bigger, Quicker Returns is now available on Amazon.

Click here to get a free downloadable extract from the book.


Editorial contact:

John Mitchell: Email
Phone: on +44 (0) 7554 013405

Notes to editors

• Author’s background

After leaving RBS John Mitchell created sell IT better. He had recognised that there was a huge need for IT software & services companies to significantly improve the way in which they communicate with their potential customers, particularly the banks and large financial institutions.

Prior to creating sell IT better John had a lengthy IT and business career, developing and implementing solutions in virtually all Financial Services business segments. During that time John was also a buyer. He has not only sat in front of thousands of sales people and read hundreds of proposals but has also bought everything apart from telecoms and mainframes.

This experience gave John an unrivalled view on how to approach and sell to banks and other financial institutions.

Uniquely in the market, sell IT better provides innovative services to IT software & services companies, enabling them to win more business through informed product positioning (i.e. who has the problem and who is involved) and effective communication (how do I reach them and what are the processes) .… from the perspective of the customer.

For Author Photographs & Cover Shots, please download our Press File: Here

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