I can’t tell you how many times I have noticed an inexperienced producer undo all their hard work and end up losing a shoo-in sale. They just don’t know when to stop talking, and their constant bantering can undo a sale.
For example, I watched a young producer several months ago do a fantastic job of piquing her prospect’s interest, making them curious about what she had to offer in terms of product and service. I could tell from the person’s body language they were ready to commit. Unfortunately, this young producer did not pick up on the same cues and continued trying to convince them to buy. She frustrated the prospect so much that they gave up and walked out without buying the policy.
So, what did my young colleague do wrong?
She failed to watch for silent cues and missed that an emotional shift had taken place within her prospect and that they were ready to close. The prospect had asked numerous questions about pricing, the application process, delivery, and even how quickly he would start receiving benefits. The man’s spouse was also on board with the purchase.
However, instead of closing the deal, the producer kept trying to sell the policy which made the prospect uneasy. He wondered why she was trying so hard when he had already made up his mind? Was something wrong with the policy that he didn’t know about? Ultimately, the emotional connection was broken and the sale was lost.
Sadly, I see this happen all the time.
To be a good salesperson you must learn how to detect your prospect or client’s change from “interested” to “ready to buy.” Sometimes this simply requires taking a moment and asking the prospect what they think. They will either appear confused, uncertain, uninterested, or say yes. You can help clear up confusion and deal with uncertainty. If they are uninterested, then you can move on to a better qualified prospect. If they are on board, then go ahead and close the sale.
You can avoid bantering ahead and risk losing the sale by asking one simple question. Never again miss the opportunity when your prospect is ready to sign on the dotted line.
If you spend a lot of time with apparently interested prospects, but rarely leave meetings with signed applications, consider this: You may be unselling yourself and your product.
It’s likely you have had many sales, but lost them because you didn’t know when to stop.
So, take a step back, evaluate your recent meetings, and determine if you ever shut up and gave your prospects a chance to say yes.
Written by: Dennis M. Postema, President & CEO of Postema Marketing Group, LLC
Postema Marketing Group is a full-service Independent Marketing Organization (IMO) dedicated to providing world-class products and services to our clients. We have partnered with some of the strongest names in the insurance industry and proudly serve independent agents from coast to coast.
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