We’ve been told our entire careers that we need to keep it simple. What that ultimately means is that we need to talk less and listen more because talking complicates the situation and listening simplifies it. Having worked with countless high producing salespeople, it sometimes amazes me how little they speak, yet how much they accomplish. You see, if we talk too much and listen too little, 2 bad things happen:
- First, we miss the opportunity for our clients to tell us what they want – i.e what is their motivation!
- Second, is that we give the client too many things to think about which hampers their ability to make a decision that benefits themselves and their family.
So to keep it simple – there are only 2 things you need to uncover for a sale to occur – Motivation and Road Blocks – That’s It!
The prospect’s Motivation is the reason why they need your help and the key to uncovering motivation is asking questions in order to find out what problem are they trying to solve and WHY is that important to them. This is critical, because if motivation is high enough, the premium commitment will never be an issue. For example, there’s only so much I’m going to pay you for a cup of coffee because there’s a limit on my motivation to have it. As for what I will do or what I will pay to protect my family – there is no limit!
But let’s be careful not to assume that our prospect fully understands the importance of life insurance. Remember, this is a person that when you met them they didn’t own enough life insurance and even when they make the decision to purchase it, they will often look to buy the minimum they need vs buying as much as they can get. Let’s also keep in mind that this has nothing to with how much they care about their family. Most people see life insurance as just another monthly bill and though they know they need it, they feel that they can wait to buy it since they aren’t planning on dying anytime soon. Therefore, asking the right questions to motivate our prospects beyond this “kick the can down the road” mentality is critical to a successful sales process.
So once we have uncovered and developed the prospects motivation, it is equally important that we remove all Road Blocks to moving forward. Keep in mind that road blocks are not objections. Road Blocks are real whereas objections are not. Objections are simply the expression of a prospect who is not sufficiently motivated to make a change.
Road Blocks, on the other hand, are the prospect’s actual barriers to doing business regardless of their desire. These are conditions such as health, finances or powers of attorney to name a few. If these aren’t removed prior to asking for their business, your prospect will be unable to move forward regardless of how motivated they are. For example, have you ever had a prospect that you knew was super motivated and yet they still didn’t buy? Chances are that’s because there was a road block that you weren’t able uncover.
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