It is important to understand the thought process people go through whenever they buy something. It's called the "buying cycle".

  • They recognize a need, desire, objective, or concern.

  • They want to meet the need, satisfy the desire, achieve the objective, or resolve the concern.

  • They look at different solutions.

If people see the problem, understand the solution, and have the money and desire to implement it, the sale is a natural conclusion. All you have to do is get their attention, establish a relationship, and match their needs and wants with your product solutions.

That's why selling insurance and other financial products should be a cooperative, problem-solving process, not a contest of wills. And, the first thing you must sell is yourself! If you make that sale, all the rest tends to fall into place.

This high-touch, client-focused approach is called "relationship-based" selling. It is, simply, the most professional and effective way of doing business in today's upscale markets.

It's a great feeling when you know how. And you will!

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   Ultimately, your goal will be to get people to recognize and prioritize their financial goals and obligations, to find ways to meet them, and to encourage them to act now, not later. However, this isn't made any easier by the fact that you are selling products that provide delayed gratification — you can't just put something on the table and say, "Here's what you get!"

Once you understand why people buy, you'll be better able to plan your work and work your plan. The key component of this plan is activity. If you establish business goals, you can determine how much marketing and sales activity is needed to meet them. And, if you perform enough of the right kinds of activities, the results will follow.

Sales activity is usually expressed and measured in terms of ratios, beginning with the number of clients you'll need. That is, you should know how many "prospects" must enter the sales cycle at one end to generate a sufficient number of sales and referrals to meet your production and income goals at the other.
 

 

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