accumulation value from a company that is highly rated within the insur- ance industry. When you meet with him, you will show him an illustration of his coverage and cash accumula- tion as well as a brochure about the insuring company.
“AS IF”
Another psychological concept in probing or interviewing is called the “as if” technique. Do you find that it is easier to sell to prospects who already know what they want? Do you ever interview prospects who don’t already know what they want? The “as if” technique might help, but be careful – it may work so well that you become a little lazy and spoiled. You probably already know what he wants, but he hasn’t yet experienced it. Help him experience your product before he buys it. Ask him this: “Mr. Prospect, let’s assume that it is two years in the future. What happened during that period that let you know this was a good buy for you?” He might say, “Well, I was able to afford the pay- ments and you saw me once each year to find out how my family was doing.” Guess how you’ll sell this prospect.
You will prove to him that you’ll see him once a year and won’t leave him feeling like an orphan customer. Another way you can work the “as if” technique is to ask him how you should sell him. You can do this by simply going into the near future and becoming a Monday morning quarterback. For example, in selling a prospect a limited partnership recent- ly, a broker in California said, “Let’s as- sume our talk is over. What happened to let you know this was a good investment for you?” His prospect said, “Well, I guess you were able to prove to me that the general partner knew what he was doing. You showed me that he could fulfill his promises. Also, the market was shown to be good for this kind of investment.” The broker then simply incorporated these “concerns” into his presentations.
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You see, by using the “as if” tech- nique, you are bypassing the objec- tive phase of the sale. By getting your prospect’s strategies and concerns in advance, you are merely presenting useful and effective information in the way your prospect wants to hear it. Teach these techniques to at least two people in the next week. You will discover your own way to apply these ideas and will also remember them longer.
100 PERCENT If a 100 percent closing rate is your goal, use these techniques.
Your buyer’s decision strategy is not as enigmatic as it seems. In fact, when you use these techniques, your prospect will create the sale and close himself for you. You’ll end up with a satisfied customer and your highest production ever.
This article is excerpted from Mastering the Game – The Human Edge in Sales and Marketing, by Kerry L. Johnson, Ph.D.
CHECK OUT THE CLOSING POSTER SERIES
MINDSET MOMENT: MASTER FAILURE
SELLING TIP Recruit Savvy “Sell Mates”
Two constitutes company; three or more make a team. Teaming up with savvy “sell mates” can boost both your morale and your income. A top-earning paperboard box rep we know works hand in hand with salespeople in noncompeting industries – computer supplies, office products, giftware. On a mutual exchange basis, teammates alert each other to opportunities. This clever rep attributes roughly one-sixth of her income to leads lured in this way.
— RAY DREYFACK
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