How to set more appointments with annuity seminar attendeesArticle added by Lew Nason on February 26, 2010
Lew Nason

Lew Nason

Dallas, GA

Joined: October 13, 2006

My Company

Insurance Pro Shop

Are you wondering how the top one percent of all annuity producers are still able to consistently collect $1,000,000 or more of fixed, indexed and variable annuity premiums each and every month using annuity seminars, when everyone else is saying that annuity seminars are being overdone? How are they still doing it in spite of all the bad publicity concerning annuities seminars and the unethical sales practices? What do they know that you don't?

There are three critical issues to success with annuity seminars that most agents and advisors are missing. And, it all starts with understanding the real purpose of a seminar.

During my phone coaching sessions and our live training events (boot camps),

I'll ask advisors; "What's the main objective of a seminar?" I'll get answers like:

"Educate the prospect," "Introduce an exciting new product or concept," "Build trust and credibility," "Build rapport," "Impress prospects," "Create distrust with their current advisor," "Get people to like you," or "Disturb prospects." While there are some agents and advisors who've had moderate and short-lived success in the past using these objectives, the annuity marketplace has changed dramatically. What works today is what has always worked for the very best producers.

If you want to have success with annuity seminars today, then burn this into your memory: "The only purpose of a seminar is to set an appointment with the prospect."

You can argue with me if you want, but over the years, I've helped hundreds of agents and advisors go from a 10 percent to 30 percent appointment rate at their seminars to an incredible 70 percent to 90 percent appointment rate at their very next seminar. And, these appointments stuck.

So, what are the three critical issues that will help you to successfully set appointments with nine out of 10 seminar attendees and collecting $1,000,000 of annuity premiums each month?

1. Attracting the right prospects to the seminar
Obviously, to be successful with annuity seminars, you have to get prospects to come to your event. However, if you want to collect $1,000,000 or more of annuity premiums, you must attract the right prospects. If you understand and buy into, "the only purpose of a seminar is to set an appointment with the prospect," then you must attract the prospects you have the best chance of setting an appointment with and selling. You can attract those people by addressing the real concerns people face today in their retirement. It's not about your products, investment returns, or your credentials.

All of your correspondence, ads, articles, invitations, etc., must address the real concerns people have about their retirement. It's about helping people to have all the income they need during their entire retirement years, with safety and guarantees. It's addressing their concerns about outliving their money. It's helping people to understand how you can help them to beat inflation, reduce income taxes, minimize risks, protect their income from the devastation of long term care and replace lost income when a spouse dies.

2. Setting appointments at the seminar
If you want to collect $1,000,000 or more of annuity premiums from you next seminar, you must learn how to set appointments with the majority of your seminar attendees right at the seminar. And those appointments must stick. It's not about being a good speaker. I've worked with many agents who are not great speakers, who consistently get a 90 percent to 100 percent appointment rate. And, it's not about having a fancy and dynamic PowerPoint seminar presentation. There are many agents who are very successful using a simple presentation, with flip charts, overheads or just an easel pad.

There are four insider secrets to being successful with seminars
    1. "First you must speak at a sixth grade level, so even the college professors will understand you." (Thank You Zig Ziglar.) You can't try to impress people with your knowledge, and you can't use technical jargon or big words that some people may not understand. If you confuse your attendees at all, they are not sure they understand you, or they feel inferior in any way, they will not set an appointment with you.

    2. Your presentation must address their real concerns about their retirement. If you get into specific investment returns, risk versus reward, or a specific product you are just a salesperson. And, most people are very skeptical and don't trust any salespeople.

    3. You must ask rhetorical questions during your presentation, so they can see how your information relates to their situation. People buy based on emotions and justify their decision based on logic. Your first sale to your seminar attendees is the need to see you. You must get them emotionally involved during the presentation, so they want to see you. If they don't see your information relates to their situation and how you may be able to help them, they will not set an appointment with you.

    4. Finally, you must never ask for an appointment or try to convince them to meet with you. The minute you ask them for an appointment, you are seen as a salesperson. You must give them an opportunity to meet with you. There's only a slight difference between asking them for an appointment (or trying to convince them to meet with you) and offering them an opportunity to meet with you, but there's a huge difference in the ultimate results. "Is it worth 40 minutes of your time to see if..." (Note: You must set the appointment at the seminar. Once people leave it is much more difficult to contact them to set an appointment.)
3. Selling a solution to their problem instead of a product
Unfortunately, you can have 100 buying units at your seminar, set appointments with every one of those people, and you'll still only close one or two sales. Why?

It's because most agents don't take the time to help their prospects identify and understand the real financial problems they face in retirement. Instead, they get a few facts about what the prospect has, and then they jump right in to selling one of their fantastic new products, with bonuses and great investment returns. Or, they'll use complicated sales presentation calculators that just confuse people and provides them all with the same solution.

If you want to collect $1,000,000 or more of annuity premiums each month, then you must help your prospects to identify and understand the real financial problems they face, and then help them to find a solution with which they are comfortable.

Having a successful seminar or workshop, is about you helping people to have all the income they need during their entire retirement years, with safety and guarantees. It's about you addressing their concerns about outliving their money. It's helping the people to understand how you can help them to beat inflation, reduce income taxes, minimize risks, protect their income from the devastation of long term care, and replace the lost income when a spouse dies.

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