Selling insurance is not hard

By Jacques Werth

High Probability Selling

Selling life insurance is only hard for the people whose beliefs make it hard. The people who find it easy are the ones who have let go of almost everything they initially learned about selling insurance.

Most insurance agents start out with the same set of misconceptions about selling insurance, and 90 percent of them fail within the first four years. The survivors are the ones who let go of the misconceptions below and discover the truth.

No one wants to buy insurance, it has to be sold. The truth is that at any given time, a small percentage of the population is ready, willing and able to buy insurance. Your job is to find them and sell to them.

You are an "insurance agent." The truth is they use the word "agent" to help you pretend that you are not a salesperson. What you do does not fit the meaning of that word. You do not represent the insurance company, you sell for them. You do not provide a service for your clients, you sell a product.

You are in a service business. The truth is that you get paid to sell products. They are the same products that are sold by thousands of agents.

You should be able to convince people to buy. The truth is, it is extremely difficult to change peoples' minds. Top producers don't even try. They focus on finding prospects who already want to buy insurance.

You are "in the insurance business." The truth is that your job is to sell insurance. That is your primary function. Everything else is secondary.

It is necessary to educate prospects. The truth is, if prospects don't know why they need life insurance, it is highly unlikely that they will buy from the first agent who educates them.

You must convince prospects you have the best products on the market. The truth is that most people want a good product at a fair price, and have no idea how to compare insurance products.

Prospects who need your help will buy from you. The truth is that unless a prospect wants your help to buy insurance, they are highly unlikely to buy.

Networking is a good way to "market" insurance. The truth is that your job is selling, not marketing, and networking is one of the least effective ways to sell anything.

Everyone who can afford to buy insurance is a good prospect. The truth is, insurance companies want you to cover the entire market, at your expense. However, only people who are ready, willing and able to buy insurance are good prospects.

Your "natural market" is where your best prospects are. The truth is that you learn nothing and make very little by attempting to sell to your friends and relatives. They know that you are new to the business and that you don't know what you are doing. You must learn how to find good prospects without them. The only ones likely to benefit from your friends and relatives are insurance company managers, who will keep the residual commissions and use their contact information after you are gone.

You must try many different ways to market and sell to find prospects. The truth is that if you are already a skilled marketer and can afford to pay for marketing, it is a good lead-in to selling insurance. If not, the most effective, least expensive way find potential clients is through telephone prospecting.

Cold-calling is the best way to find prospects. The truth is that a combination of cold-calling and warm-calling is the most effective way to prospect via telephone. Warm-calling will generate most of your sales.

You must learn to tolerate rejection. The truth is, most rejection is caused by the way agents have been taught to sell. If you learn to treat people with mutual trust and respect, you will cause very little rejection.

People buy from people they like. The truth is that people prefer to buy from people they trust and respect. Likeability is far less important to most prospects.

You should tell prospects what they want to hear. The truth is, most prospects want to know the whole truth about what they buy. Telling them only the good stuff creates distrust.

Selling is about tips, tricks, and techniques. The truth is that the agents who learn a single selling system tend to be far more successful than those who learn a collection of techniques, tips, and tricks from scattered sources.

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