Are you talking too much? Probably

By Matt McCann


“Many attempts to communicate are nullified by saying too much.”
— Robert Greenleaf, AT&T

The late Mr. Greenleaf was the former Director of Management Research for American Telephone and Telegraph. He was known as "the conscience of AT&T." After retiring, he founded the Center for Applied Ethics Inc., now the Robert K. Greenleaf Center, in Indianapolis.

This quote seems to fit what we do in long-term care 100 percent. When we do our interviews with prospects — and they are interviews and not “presentations” — many times, we do all the talking.

What happens when we do all the talking? Usually, not much other than, “That was a great presentation. If we ever decide to do anything, we will be sure to call you…”

Talking doesn’t usually develop need and urgency. It is need and urgency that create the motivation for the prospect to take the next step and decide to solve their problem.

It doesn’t matter if you are doing webinars or a kitchen table interview. It's possible to experience huge success both ways, but the basics remain the same. The object is to ask questions, listen and then ask more questions. Get them to talk. Get both spouses to talk. Don’t accept the first answer you get. Keep digging for more. Then summarize what they tell you and ask them if you heard them correctly.

The idea is to be social. Connect with your prospects in a social, human way. It is even more important during a webinar, since you don’t have the power of your personal presence. But either way, don’t sit and talk and tell your prospect everything you know about long-term care — they will just say they need to think about it because you gave them too much to think about.

In other words, your attempt at communicating was nullified by too much communication!

Really work at asking questions. Turn each section of your interview into questions which will help develop need and urgency. They will end up telling you why they need to plan. All you have to do is listen.

Connecting and being social with your prospects will also develop more trust. The more trust they have in you, the more likely they will plan with you instead of someone else.

So be social, warm up your clients, share thoughts and feelings and get them to share their thoughts and feelings, since their thoughts and feelings are more important.

If you ask questions, listen and leverage the holidays, you will have outstanding success in LTCI sales and help many people plan for the physical, emotional and financial burdens long-term are places on family and friends.