DVR is an awesome timesaver, but do something different tonight. Watch the commercials and pay close attention. What do they all have in common? In some way, each one tries to get you to imagine yourself using or owning the product being sold. A car commercial may encourage you to imagine life on the road. Then, a commercial for a cruise tries to evoke scenes of relaxation and sunshine in your mind. No matter how you look at it, every commercial and every sales pitch uses the customer’s imagination, and there is good reason for it. Seeing yourself living in that new house, driving that new car, or wearing that new outfit is part of the psychological buying process. If you cannot envision living a better life because of the product, you won’t buy it. For instance, I saw a commercial for a $14 mop the other day. A mop is a pretty standard item in most households. Everyone needs one, and everyone has one. However, unless your mop breaks, odds are good you will keep it for a very long time, and since mops are relatively inexpensive, manufacturers must sell millions just to stay in business. So, how can they convince you to throw out your perfectly good mop and buy theirs?
Simple; they make you imagine your life with their mop. They make the job everyone hates look so much easier and quicker with their mop. Heck, if you use theirs, you barely have to work at all, and since it cleans so well you only have to do the dreaded chore half as often as you do now. Bingo! They piqued your interest, made you desire theirbettermop, and used your imagination to help seal the deal. Nifty little strategy, isn’t it? We may be in the business of insurance instead of mops, but it works just the same. How will your client’s life change if they purchase a certain policy? Will they be less stressed knowing their loved ones will have enough money to stay in their current home and go to college if the unthinkable happens? Can they retire comfortably when they want to without worrying about running out of money because they’re invested in a fixed annuity that protects them from downside risk? Will they be able to go on that dream vacation to Hawaii or cruise to Alaska? Will they have more money to spend on their grandkids because you helped them save on their Medicare Supplement premiums? Discover where your client’s passion or fear lies, and then use their imagination to seal the sale. This strategy works incredibly well, and if you haven’t used it yet, it’s time you try. You’ll be amazed at how quickly they say, “Yes!”
Submitted by: Dennis M. Postema, President & CEO of Postema Marketing Group, LLC
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