ASK THE
ADVANCED SALES DOCTOR Q:
Sometimes I think I may be too quick to judge prospects based on past experiences – good and bad, and it just struck me that prospects probably do the same when they meet me. What do you suggest I do to keep a more open mind and to try to overcome this in my prospect’s mind, too?
Rx:
Throughout our lifetime we are exposed to myriads of experiences and register an endless number of impressions and bits of information about the behavior of people. Some of that knowledge is further processed by our conscious and unconscious mind and then it is stored.
So, it is not surprising that when you meet a new prospect you will use this knowledge to appraise him or her—to get a “feel” for them. When you meet someone new, you will inevitably make some conscious observations and deductions about them, but much of the impression is given to you by your “intuition.” Don’t think of intuition as some kind of psychic experience. It is more like an impression or emotion generated by your subconscious, based upon similar prior experiences with situations or people. It is valuable information—don’t dismiss it, make use of it.
Q:
I’m definitely an analytical person. I usually make decisions based on data but I keep hearing that people make decisions emotionally. Do you think being analytic puts me at a disadvantage selling insurance? The more we learn about the way the brain works, the more it becomes apparent that all decisions are made emotionally. This doesn’t mean that decision-making is accompanied by paroxysms of emotions. It simply means that some of the more primitive parts of the brain that are involved in processing emotions appear to have the final say when people make decisions. This is no accident. Our lives are governed more by our emotions than by reason. The brain synthesizes all available information, including current input and previous life experiences relevant to the issue at hand—before deciding on a course of action.
Rx:
Csaba Sziklai*, PhD, has trained thousands of agents to sell more insurance and love their work. In his career as a sales psychologist, Csaba discovered the secrets behind why some agents are much more successful than others. He used that insight to create his breakthrough “Advocacy System” used by carriers and agents on becoming client advocates to sell more insurance for all the right reasons. *(Pronounced Chubba Sik-lie) 54
InsuranceNewsNet Magazine
April 2012
So your “rational” arguments don’t go totally wasted. Having said that, you might want to learn about what catches the attention of the “emotional brain.” Then, in light of this information, review how you sell. After all, buying life insurance is a largely emotional decision.
Q:
I know insurance is important, but it’s hard for me to get pumped up about. My GA says once I pay my first death claim I’ll understand just how important it is, but after 12 years I haven’t yet delivered a death claim. If I sold the cure for cancer I’d run up and down the street and tell everyone. How can I become that passionate about insurance without waiting for someone to die? Both you and your GA are right! Delivering a death or disability claim is a powerful emotional experience that has made believers of many agents. Having a firsthand experience with the enormity of the impact you have on people’s lives never fails to make an impact. But, as you said, this kind of validation of the importance of what you do often takes years to come and it is hard to feel passionate about what you do when you receive no reinforcement to validate you. It is like trying to train a dog by using a treat to make him follow your command. You tell him to sit, but then you wait ten years to give him the reward. Fortunately, you may receive the same validation by sharing vicariously in the experience of other agents that have delivered death claims or had some other experience that helped them emotionally connect with the significance of the work you do as agents. Most transforming experiences in life have their origins in vicarious experiences and you will find that hearing other agents’ stories could make a great impact on you, as well.
Rx:
Need a prescription for success? Send your sales psychology questions to:
SalesDoctor@innfeedback.com