InsuranceNewsNet By
Jerry W. Price November 19, 2019
To
understand what sales technique will work, it is important to know what
incentivizes a prospect to act.
All
sales rely on controlled communication. There are two types of sales
presentations: “Selling the appointment” and “Selling the product.” Selling the
appointment requires significantly more preparation than selling the product
does. Although both presentations use the same incentives, the words are
different.
Selling
continually puts an individual in decision-making situations, i.e. what is your
birthdate, driver license number, medical conditions, etc. Every decision moves
a prospect in varying degrees outside of their comfort zone. In order to reduce
decision-making fear, communicate using positive phrases.
Written
and oral communication are influenced by the same factors. Decisions are risks
that are scary. People remain connected if the communication is conducted in a
positive format.
To
increase the likelihood of the prospect responding to a marketing attempt, you
must develop a rapport. Rapport is easily established by asking quality
questions that are stated in a positive fashion. The questions asked
must draw the answers from the creative side (right side/the decision making
side) of the brain.
With
rapport comes trust, although trust occurs only if the prospect sees or hears
that the communication is focused and centered on them. During this
rapport-building stage, a reputation starts to develop and becomes either good
or bad.
Before
a prospect will share anything - whether it is their time, money or information
- they must receive something of value. The most valuable offering they could
receive is a unique piece of knowledge. (This gift must stimulate the
creative/right side of the brain.)
Remember:
Communication must be positive, right brain, trust-building statements that
encourage prospects to talk while you listen. The prospect needs to talk more
than you do!
Note: A
request to meet or buy is not a presentation; it is a performance. Becoming
involved in a sales situation is emotional for all parties.
Every
part of the sales process - whether it is a salutation, greeting, presentation
or follow-up - influences a reputation. The reputation must be positive. If the
prospect experiences a total client- centered focus, the reputation will be
positive and the message that is shared with others will be based on this
experience. Everything influences reputation.
A
salesperson is a client problem solver. Apply the components given above and
customize the communication. Will this be easy? No. Will this take time? Yes.
When you remember every sales action is all about the client, you will not have
to worry about your competitor; your rapport, trust and reputation will be
built on a solid foundation.
Jerry
W. Price, BS, MS, EDS, FIC, LUTCF, is the owner of Price Insurance Agency, Oak
Creek, Wis. Jerry may be contacted at jerry.price@innfeedback.com.
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