Let me tell you a quick story.
The world’s greatest fisherman out fished his competition for 30 straight years. On the eve of his retirement…
..a young reporter approached him, and asked,
“How did you out fish your fellow fishermen for 30 years, even in
bad weather?”
He looked in the the reporters eyes, and replied,
“Early in my career I learned to think like a fish. On the days it rained, I asked myself, if I were a fish where would I be today? I would also ask myself, what would I eat today if I were a fish?”
What does this mean to you?
Everything! Too many times we think like insurance agents, and don’t spend the time thinking like our prospect.
We must constantly ask ourselves, what is our prospect thinking and feeling?
Often we think all they want is a better price…but they really want value, to be protected, and have the piece of mind everything will be okay in the event of a disaster.
Just like the world’s greatest fisherman, you too can become proficient in thinking like your prospect. It takes a little bit of practice, but once you learn you will…
…know how to market to them
…know how to nurture them
…know how to dominate your competition
Now we both know it is easier to “churn and burn” through the marketplace without focusing on thinking like your prospect. In fact, my first experience on an appointment was an abosulute nightmare.
The first agency I worked with had a principal that was a churn and burn guy…did not care one bit about the prospect. We arrive, and he immediately says…
“Where is your policy?. We only give people quotes that show us their policies.”
The client was flabbergasted! She replied…”I don’t feel comfortable showing you my policy.”
He then said, “Then I guess our meeting is over.”
And he walked right out the door with me following like an idiot…I couldn’t believe it.
Honestly, it was one of the worst experiences in my life. I told myself then and there, that I did not want to be a churn and burn guy. I wanted an income for life…and in order to do that, I needed to learn how to think like my prospect…find out what they want and need…and give it to them.
Once I figured out that equation, it has never been difficult to get leads.
So here is the action plan I take:
1. I write down every reason why someone would not “emotionally” buy from me –People buy based upon emotion. You must tap into the reason why emotionally someone will not buy from you. Once you have a list, you will know how to be more than just an insurance agent…and get more qualified leads!
2. Overcome each doubt. Put together a marketing plan to overcome each doubt. You do this by providing good information on your web page and during the sales process.
3 Be more than just an insurance agent–If look like every other insurance agent, then no one will think you are different or better than your compeitition. I don’t know if you’ve looked around, but there are a lot of insurance agents. It is a dog-eat-dog world in the insurance business.. and if you can’t be more than just an insurance agent, you will struggle… and probably never make the money you desire.
If your prospect is afraid of making a mistake when purchasing a life insurance policy, then you must provide her with information to help her overcome her doubt. For example, you could easily provide a free report to her on the “7 Simple Things You Must Know Before You Buy Life Insurance.” In this report you focus on giving her information to overcome her doubts.
But you also position yourself as an expert. Don’t make the report boring. That is the worst sin…making your reports and marketing boring. You see, you need to position yourself as an expert by giving her quality information…NOT just boring details about the policy and coverages.
She is buying life insurance more for an emotional reason, not just for the fun of it. When is the last time someone, woke up in the morning all chipper and said, “I want to buy life insurance today for fun.”
I don’t think it has happened it a long time…or ever, for that metter.
#4. Market to new leads based upon emotional triggers – Can you be successful just being a “quoting machine?” Sure, but ii not very good positioning. Dr. Chialdini, author of the book “Influence: The Psychology of Persuasion”, says what you do first matters most. This means, if you market price and only present price, then you don’t have much of a leg to stand on against your competition.
However, if you present, “Learn how to improve your credit score…and with a better credit score you will get a better savings on your insurance”; that is a much different positioning statement. Now you are positioned differently to your client…and…not looking and sounding like everyone else….
Be MORE THAN JUST AN INSURANCE AGENT in your prospect eyes…
With Care,
Big Commission
