I get so many people that come to me and they say, “Tom, you are so good at sales. How do you do it?”
Quite frankly, I wasn’t always that great at sales. What I learned is that it is about creating a process and scripting each step of the process out.
Having a sales script keeps you on track to making the sale and keeps you from making things up on the fly. When you have a winning sales script it puts you at ease when you go into the sales conversation, because you know exactly how to proceed.
I’ve boiled it down into three easy steps so you can create your own winning script to sell just about anything, especially more insurance products.
Tip #1 – Know the Problem You Are Solving
You have got to know what problem you are solving in that customer’s mind.
Tip #2 – Create Questions So The Prospect Realizes Their Problem
You have to know what questions to ask so your prospect will tell you what their problem is. Obviously, you can’t just tell people what their problem is, they won’t believe you. They have to tell you their problem. When they vocalize their problem they will believe it more.
Tip #3 – Have Your Prospect Feel The Problem And Imagine You Solving It
When you bring emotion into the problem and the solution prospects will internalize it more. We make decisions emotionally and then rationalize. You have to get to the emotion to make the sale. One of the best ways to get emotion is by telling a compelling story of a client you helped or from your own past.
Here are the questions I would use to sell more life insurance to families. Something which a lot of people aren’t comfortable talking about… but the reality is [SPOILER ALERT] we’re all going to die.
“How many kids do you have?”
“Do you have a plan in place in case you or your spouse were to pass?”
“Do you know of any single parents?”
“What are the different responsibilities each of you have raising your children?”
Tutoring
Driving them around
Watching them while one of you is at work or at the gym
When you want a date night
“What do you think that would cost if you were to hire someone to do all of those things?”
“It’s a bit more than just replacing someone’s income isn’t it?”
I’d then insert a story of a couple where one died and they were the caregiver to the children. The surviving spouse had a choice either quit their 6 figure a year job and raise their two kids OR hire people to help with the responsibilities which was going to be about $80,000 per year. Clearly the $100,000 life policy which was offered through work wasn’t going to make much of a difference.
Can you see how structuring the questions in the right order brings out the problem in the eyes of the prospect?
Then to close the deal I’d ask.
“Based on all of this information what size of policy do you think would be most effective in taking care of your family should one or both of you pass?”
“What do you think a policy like that would cost.”
“Actually, it’s only going to cost you XXX per month.”
“Should we do a bank draft each month or put that on a credit card?”
And there you have a sale, at least 9 times out of 10.
You can sell anything using this three-step process
Understand all of the different problems of your prospects, be their advisor. A salesperson that just vomits all the different features that the product has isn’t going to win. The prospect isn’t emotionally invested in the features. They want to solve their problem.
Does this seem like something you can implement in your business? Please post a comment below, I’d love to hear from you.
These blog posts are based on my IMPACT Sales System designed to increase your sales by 30% in 90 days. If you’d like to speak with me personally on how to create an Impact in your business please schedule a free consulting call here: www.TomJackobs.com/impact
