How Can You Consistently Close ‘9 Out Of 10’
Life Insurance Prospects?
While most agents and advisors seem to think that closing ‘9
Out Of 10’ people you see is impossible... if you know the ‘insider
secrets’ it’s actually very easy!
During my 7 years as a personal producer I was able to
consistently close ‘9 Out of 10’ people I met with. That is one of the
reasons my son Jeremy and I are being called the
‘9 Out Of 10 Guys’. (My Media
Consultant, the legendary Forrest Wallace Cato came up with that phrase when we
first started the Insurance Pro Shop in 2000)
And, ‘No’, I wasn’t a pushy salesperson. I didn’t use any of the
traditional 101 closing techniques still being taught today. My lapse rate was
below 5%.
And, I didn’t replace other insurance policies in the home.
By the way, if you talk to most of the leading producers in our
industry you’ll find that they are closing ‘9 out of 10’ people they meet
with. It’s because they know and practice the
‘insider secrets’
I’m about to reveal to you. So, what I did wasn’t really anything
special.
However, the fact that my sons and I have been
able to help ‘9 Out Of 10’ agents and advisors to become significantly
better at identifying and attracting the
‘RIGHT’ life insurance prospects to them,
and those agents and advisors are now closing a much higher percentage of their
life insurance sales calls, is what makes our training unique and very special.
Attract The ‘Right’
Prospects
The ability to close ‘9 out of 10’ people you meet with,
starts by making sure you are constantly attracting the ‘RIGHT’ people to
you. And, that’s about properly structuring your marketing program.
It begins with identifying a specific ‘immediate problem’
that you can solve for people. The more immediate and important the problem is,
the more likely they will want your help!
One of the fundamental truths about sales is that no one really wants to pay for
anything. The only reason people will ever want to meet with you, and pay
you for your products and services right now, is because you can solve one or
more of their most immediate and important problems… right now.
Essentially, it means that people will only seek and pay for the
products and services that solve their most immediate problems. For example:
-
A sick person will seek out a doctor
-
A person with legal problems will seek out a lawyer
-
A person needing a mortgage will seek out a mortgage broker
Once you’ve identified a specific immediate problem that some
people have, then you must identify the people who want to solve that problem
and are actively seeking help. For example, if the immediate problem you are
solving is a lack of retirement savings, then who are your best prospects?
Are you looking to attract people who have a company pension, probably not! How
about attracting self employed people, or the employees of small businesses.
Now it’s determining which of those people will most want to
solve that problem. Who will benefit most from your products and services? Do
you want to be working with… people age 25 or people age 45? Who has the ability
to pay, can be seen on a favorable basis and can qualify for your product or
service.
Finally, it’s determining the best ways to effectively deliver
your special message of 'how you help people', to your best prospects, so
that you can attract them to you.
Deliver A
Special Message
When people ask you, “What do you
do?” how do you normally reply? Do you answer with the title of your job
description? Such as, I’m a financial advisor, I sell life insurance and annuity
products, I work with an insurance marketing company, I help people save for
retirement, or whatever you do? What does this mean to the person who asked you?
Not much. It tells very little about you!
You also run the risk of immediately
scaring off people if you launch into a blatant pitch for your product and
services.
The most magnetic way of attracting
people to you, is not by telling people what you do, but instead letting them
know how what you do helps other people. And this is where your
‘Unique Selling Proposition’
comes into play! It has a variety of uses. It can be used when you are having a
conversation with people, or in your ads, invitations and sales letters.
And, you can use it when you’re
speaking to a group or as a guest on a local radio or television program.
As an example, here is how you can
reply to the question “What do you do?”
"You know how
people nowadays are more and more concerned about their retirement, what
with credit card debt, increasing income tax rates, the faltering social
security and the higher cost of living?"
"Well, what I
do is, help them take charge of their finances to eliminate debt, and save
for retirement, without them spending any additional money or changing their
current life style, so they can start taking care of themselves and their
families once again."
You see how this paints a picture of
how what you do helps others? Your statement focuses on some of the challenges
that are in the world today that most people are aware of and can easily
identify with. It demonstrates your purpose, which is to help other people solve
their challenges. It is a focused reply. It demands you understand what you do
in the context of helping others.
Now, if a person identifies with this,
is finding it harder to make ends meet and is concerned about their retirement,
do you think they are likely to want to know more? Probably "Yes!"
By stating how what you do helps
others, you will have already created a good impression and you’ll cement that
by turning the conversation over to them. Remember, it’s all in the questions.
Contrary to the popular opinion… ‘That as long as
you’re talking, you’re in control’, the opposite is true. You actually
control the conversation by letting go of your need to speak.
And, that is about asking questions and actually
listening to what they have to say.
What’s the problem or situation they want to resolve? What solution are they
looking for? What’s their most wanted outcome?
I think it was Perry Marshall who said; “If someone is out shopping for a
drill, they are not searching for a drill… they want a hole!”
Now, it becomes much easier for you to turn that conversation into an
appointment, if you’re talking to the ‘right’ person.
Do A Thorough
Fact-Find
Once you have the appointment, then it’s conducting a thorough
fact-find and asking questions to help those people to see and understand the
problems they are facing right now, so that they want to take immediate action
to solve one or more of those problems.
The fact-find is much more than getting the facts about what they
have and need. It’s really listening to what they say and then asking clarifying
question. The more you get them to talk about their most immediate and important
problems... the more emotionally involved they’ll get in the process... and the
more they’ll want to proceed with your solution.
Another important thing I've learned is, if you solve small
problems, you'll make small money; if you solve big problems, you'll make big
money!
Now think about that for a moment. Don't attorneys and doctors make more money
than store clerks and waiters? That's because the problems they solve are much
more significant and important to people's lives. Thus, people are willing to
pay more for the services of these highly skilled professionals.
Finally, don't try to solve all their problems a once. Find the
easiest way to make them a client. What do want to solve first?
You’ll find it’s much easier to get them to solve all their
problems, once you make them a client!
Closing ‘9 Out Of 10’ people you see is actually very
easy! If you use the ‘insider secrets’ outlined above to establish
a highly effective marketing program, that delivers a special message, and
attracts the 'right' people to you!
...Then you do a thorough fact-find!
Yours in success,
Jeremy Nason
'The 9 Out Of 10 Guys'
Marketing and Sales Coach
Message to Financial Advisors…
You have the choice to be successful, or not to be successful. It's entirely up
to you! You can sit back, do nothing & hope that things will change. Or, you can
take action right now to make things change! What have you done in the last
sixty days to increase your sales? Why not learn the marketing, prospecting,
appointment setting & sales strategies that the leading agents, advisors and
planners on the planet use?
______________________
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