Why they buy (or not)Article added by Ernest Falkner III on July 25, 2011
Ernest Falkner III

Ernest Falkner III

Birmingham, AL

Joined: September 20, 2010

“Life insurance might be the only insurance you’re guaranteed to need someday, but that doesn’t mean it’s easy to sell. You can have prospects who fully acknowledge they need more life insurance, but still don’t buy it because they think it’s too expensive, didn’t understand it, or maybe they just procrastinated and want to think about it.”
 
In his article, "Building the Life Insurance Sale: Establishing the Need," Pat Sheridan further states that in their 2011 Life Insurance Market Study, Agent’s Sales Journal and the LIFE Foundation asked agents to list the main challenges to selling life insurance.
 
The top five challenges according to the agents’ response:
  • 56 percent: Clients procrastinate (“I want to think about it”)

  • 38 percent: Finding new clients (prospecting)

  • 36 percent: Clients don’t recognize the need (due diligence/suitability)

  • 29 percent: Clients perceive it as too expensive (perception of value)

  • 26 percent: Underwriting problems (health/financial/other risks)
It would seem from this study that if the “I want to think about it” excuse could be overcome, a successful sales attempt is possible over half the time. This chain of statistics is specific to the insurance and financial services industry. But, the “think about it” position is universal, and it extends to most other sales of products and services. So, the answer to this dilemma has a benefit in selling most anything.
 
As a search phrase under the same topic, Google yielded 20 million. It seems to be an enormous obstacle. Of course, behind each one of these pages is a proposed solution to this consistent objection. They range from responses like this.
 
So here is the best way to overcome their objection. When your customer says, "I want to think about it", take a deep breath and very politely say something like this: "Sure, no problem, but before you go may I ask you something (get their approval before continuing)? I have been in sales a long time and usually when someone tells me that they have to think it over it means one of three things: either there is a problem with the price, the product, or it is something I said or did. Which one of these is it for you?"

And from another source:
    #1: Say nothing
    #2: Say “I am not sure I understand”
    #3: Give them the time and “get a commitment”
    #4: Probe for “legitimacy”
    #5 Use the “level with me” response
A model solution
 
Here’s the thing: If you are in selling, you are going to get this objection routinely. To help you succeed in this occupation, you need to have the most effective and compatible responses prepared before a sales meeting.
 
After countless interviews, our sales team concluded that prospects were way more interested in making a wise decision than being the object of a sale. As a result, we adopted a model that creates the steps to a decision that can be tracked to discover if or where a breakdown may occur. It is designed to overcome the hesitation objection.
 
The point is, when you know for sure that a certain obstacle will be in the road, plan ahead for it with a provable solution, and the next time you get the “IWTTAI” card, you can treat it as a wild card that will give you the winning hand.
 
You may want to search those 30,000,000 Web results on this topic, or you may want to shortcut the discovery.  

As always, you decide.
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