Sales Coaching: You Can't Sell to People who Don't Want to Buy

But don't you waste a lot of time and energy doing just that? You could be selling more insurance in less time with less work if you just knew how. Focus your efforts on people who already know they want what you have. You feel rejected when suspects continually turn you down, but they aren't rejecting you personally they'd reject anyone because they don't want what you're offering. When you try to sell to these people it's foolish and self-destructive. The reason you do it is because you're focusing on trying to fill your appointment book instead of focusing on only meeting with people who want to talk to you about what you have to offer.

It doesn't matter how you're communicating: face-to-face, on the phone, or through any printed marketing material you need to help your ideal client go through a thought process that makes them want you to help them buy. You can't do that if you don't understand your market and know what they want and what they want to avoid. Develop questions that help the prospect to make "yes" decisions that have little, if any, risk until they get to the big "yes".

Start off by asking about something you know they don't want or don't like. A "yes" answer to that question allow you to ask them about something they do want or would like. Expand on that by asking something that helps them to discover how getting what they want might benefit them in other ways too. The series of questions you're developing is building to the final question that gets them to give you permission to talk to them or show them something about what they want. You must phrase this question correctly. Here's a generic example, "if I can show you a way to get (whatever they really want) would you be interested in learning more about that"? For example, "if I could show you how to fill your appointment book with people who've already demonstrated they want to buy from you would you be interested in learning more about that"?

At this point they're very interested and excited to know more. To get them to the next step you have to have a great offer so they'll take action. One of the best sales techniques to help someone make a buying decision is to engage and involve them. Make sure your offer engages and involves them in their "yes" decision.

Here's what I mean by that. Have you ever noticed that even in a face-to-face situation when someone seemed to be on board that when you asked for the appointment they backed away and gave you an objection or stall? That's because the moment you went directly for the appointment you actually damaged your opportunity for insurance sales success.

You can prevent that if you have an offer that is low risk and high value, so saying "yes" to the offer is a no-brainer decision. Plus you want the offer to deepen the relationship and experience they have with you building trust and rapport. You may have a report you can send them, and audio explaining it, or an event you invite them to. You'll actually sell much faster taking the seemingly slower approach plus you'll get far more referrals.

About the Author

Author: Cheryl A. Clausen can help you get unstuck. Look here to see how your Sales Skills measure up. Could you succeed faster if you just had more time? Improve your Time Management Skills, check this out. This article is available as a unique content article with free reprint rights.

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