April 7, 2015 - 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.