Striking a Chord: Selling to Emotion

Let me just say upfront that a lot of what I’m planning on encouraging you to think about as you read this particular column is probably going to irritate your compliance officers.  And let me also say upfront that I understand the value and importance of compliance to you as an advisor, to the companies you represent, and to the continued success of the life insurance business.

But . . .

As I observe how a lot of advisors operate these day, I see an over-reliance on illustrations and expertise about the products that the advisor uses to solve client problems.  We seem to be living in a time of product experts rather than a time of problem-solvers.  That’s an issue, in my view, because unless your prospect understands they have a problem, no amount of product knowledge is going to make much difference in getting that problem solved.

By all means, spend the time and effort needed to become a product expert.  By all means, behave like a professional, putting your client’s needs first.  But that should not and cannot be enough if you are going to solve the problems facing so many of today’s families and business owners.

I encourage you to remember these points:

• No matter whether you call yourself an advisor, an adviser, a representative, an agent, or a salesperson, whether or not you are comfortable admitting it you are selling − or at least you are if you intend to succeed for long in this business.
• Everything about you and your business should be designed to encourage your prospects and clients to feel something positive about you.  If you want your target market to feel confident in you, feel like they welcome your telephone calls, feel like you really understand what’s important to them, and feel like they can recommend you to people they know, then your service for them and attitude toward them absolutely must match those feelings.
• Probably the most important feeling your prospect or client can have in you is confidence.  They are not going to buy from you simply because they like you or socialize with you.  They buy because they are confident that you understand their problems and have offered them the correct solution to solve those problems.  Keep that in mind, and do what you need to do to build and maintain that level of confidence.
• Whenever possible develop good feelings and a good relationship with the important “others” in your client’s life.  For example, get to know your client’s spouse, or if you specialize in the business market, don’t neglect the other key people in the business.  Any positive feelings you can generate from the significant others in your client’s life can only enhance your client’s positive feelings about you.

Let me reiterate – product knowledge and compliance are crucial to your success.  But you’ll find it a lot easier to develop and maintain your business if you develop and maintain personal relationships.  And the way to do that is to touch your prospect or client emotionally.

Chuck Hirsch
Hirsch Communications Consulting, LLC.
[email protected]