Insurance Sales: Aren't You Selling Money at a Discount?

You should be selling your services rather than a product. So why do you market your products? You can almost immediately increase your sales if you'll just stop doing that. Dan Kennedy talks about the technique of selling money at a discount. That's exactly what you you need to be doing. Yet you're approaching it all wrong. Most of you use the approach of asking to quote your prospects insurance. There isn't a lot of interest in that approach and it's a low value approach. You would be much better served using the approach of selling money at a discount.

Let's explain this a little further because I know it can be confusing at first. To begin with you don't want to market or sell yourself based on intangible products known as insurance and investment instruments ever. Doing so makes you a commodity because you don't have exclusive access or rights to any of these products.

Focus on selling your particular service. Your particular service can create a competitive advantage for you because any of your competitors can get your prospect an equivalent product. Base your service on being able to save or make your prospects money helping your prospects get exactly what they want and need. Saving significant money doesn't necessarily have anything to do with a lower price quote. Quoting prices is for the unfortunate beginners who don't know how else to get appointments. To help a prospect save money or make money you have to understand what the prospect wants and what they need.

You have case studies that you can use to tell the story of what happens when the right people have the wrong coverage and investments. The problem is you use those stories in relation to a product when you should be using those stories in relation to a desired outcome. Position yourself as an insurance advisor rather than a sales person.

As an advisor your focus is on getting the prospect what they want not selling them something. And while you're helping them to find the solution to getting what they want you're also increasing your insurance sales because who else would they buy from.

Show your prospects how the solution you recommend pays for their purchase and you become a trusted advisor. Now anytime something pays for itself you buy it, don't you? Of course you do. Why else would people buy energy efficient appliances and boring stuff like insulation?

About the Author

author: Cheryl A. Clausen can help you get unstuck. Improve your Sales Techniques, get her free ecourse. Increase your sales today through Sales Coaching, look here. You can get a unique content version of this article.

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