The Psychology Of The Sale
I’m sure you’ve heard the phrase before, “There’s a method to the madness”.
The very same idea applies to sales - whether that be life insurance, car, real estate, products, services - doesn’t matter. There’s a psychology behind selling anything, and once you master that, you can earn yourself a pretty good living.
Being in the insurance industry myself, that’s what I’ll use to explain this in depth, but remember, the concept can be applied to anything you may be selling.
In the life insurance industry, when you have leads, the psychology to understand is that if they filled out a request to learn more about their options, they are trusting you (the professional) to deliver on that request.
Did you know… the vast majority of Americans do not have life insurance? Not necessarily because they don’t qualify, but because they don’t know what they are even looking for.
If a lead takes time to fill out a form with their information and a request for someone to reach out, they have said,
“Hey, I need some help with this please.”
That’s your cue to get to work and protect that family. Psychologically, the lead has already “ordered” something; now they are just waiting for the package (you) to show up.
So, let’s say they filled out multiple forms (which most do), and they tell you, “But I already got a policy”.
Your response is then,
“Great. Go ahead and send me the information on that policy, and I’ll see what I can do to enhance your policy and save you some money every month. Greater the benefit for less cost sounds pretty good, huh? My email is…”
“Okay Grady, that’s great. But what if I can’t get ahold of them?”, you ask.
Simple: leave a voicemail letting them know what is going to happen now.
It can go a little something like this,
“Tom, this is Grady from the benefits office in Mesa, Arizona. Look, I’ve called you a bunch of times to go over the form you sent into my office requesting more information from me about the life insurance programs. Seems we keep missing each other.
I have to get this information over to you since you requested it, so here’s what we are going to do. I have your address listed here as 123 Success Way. I’ll be stopping by tomorrow morning at 10am to get this packet out to you. I drive a silver BMW, I’m average height with black hair. You can expect me on your doorstep right at 10am. If that time doesn’t work for you, just give me a call. See you then.”
One of two things are going to happen:
- Tom will call you back, or
- You will meet Tom on his doorstep at 10am
Either way, Tom gets the information he requested.
Remember — they have ordered something from you. It’s your job to deliver.
It’s no different than if you order food at a restaurant… You expect that the waiter/waitress will bring it to you.
People buy what they want to buy.
Leads fill out a form requesting a life insurance policy; it’s clear they want to buy it.
“But Grady, what if they don’t end up buying it even after I get the information to them?”
Here comes the hard truth, ready?
They’ve already decided they want it. What they have decided if they don’t buy it is that they don’t want to buy it from you.
There are lots of reasons that could be:
- Lack of professionalism
- Lack of industry/product knowledge
- Lack of trust built
- Lack of credibility
- They just flat out don’t like you (and spoiler alert — not everyone will)
Control what you can control.
Learn from your mistakes.
Don’t overcomplicate it.
Move onto the next.
Stay positive.
That’s it.
I hope this helped bring some clarity. Until next time,
GP
