By
Bennetta Slaughter
When trying to sell insurance (or any product for that matter)
overcoming objections is best done before those objections are actually
voiced. For example, if you are trying to sell life insurance to a
couple, one of the most common objections that you will face is: "this
all sounds great, but we'd like some time to think it over." If as a
salesman you can anticipate this objection, you can prevent it from ever
coming up by saying something to address it before the close.
Something
to the effect of: "Now Mr. Jones, these programs are very advantageous
to people like yourselves, but unfortunately many people procrastinate.
While they are thinking about it, their health or situations may change
and then they might not be able to qualify for programs like we are
talking about today." Is there a chance they will still want to think it
over? Yes, but it is a lot harder for them to voice that objection when
you have already effectively addressed it beforehand.
If you
actually get the voiced objection, there is one key thing to remember:
objections die with agreement. If you agree with their concerns, it
establishes you as an individual trying to understand them and their
situation and find the best fit for them, not just some salesman looking
for the biggest commission check they can find.
Let's say that the prospect tells you they are happy with their current agent or broker.
With
the agreement mentality, your response might be something along the
lines of: "I understand Mr. Jones, and I am not here to interfere with
that relationship. I am just here to make sure that you are in the best
vehicles with the best rates to match where you are at this stage of
your life. If you would like to show me your existing policy, I will be
happy to do a free review for you and make sure that it will meet your
current needs."
Another common objection that you may hear when talking with a prospect is that: "It will never happen to me."
Depending
on the type of product you are selling, this can be a killer objection.
Everyone knows they need life insurance because they will not live
forever, but accident insurance, long term care insurance, or cancer
policies are a little tougher sell. Overcoming objections on these types
of policies can be much tougher.
You still want to agree with the
prospect, perhaps something along the lines of: "I understand where you
are coming from, and we don't want these things to happen to you, but
it is still wise to be prepared. Tell me, when is the last time you
totaled your car? Never? But you still feel it is important to have
coverage in case that happened to you, right?" At that point, they
acknowledge that just because it is an unpleasant thought, it can still
happen to them.
Overcoming objections is one of the most important
parts of the sales cycle. You can make a killer presentation, have the
best products with the lowest rates, but if you're not able to surmount
the objections that will come up in the prospect's mind, none of your
product advantages will matter to the client. They have to not only see
the value in your product, but have all their objections (both voiced
and unvoiced) resolved before they will be willing to fill out the
application or cut you that premium check.
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