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Our Real Competition



Our Real Competition
   

Our real competition is not other financial institutions or advisors. It's something far more pernicious and harder to fight.
Page 36 of the May 14th issue of The Economist described it in a sidebar which starts with "Americans save too little."
But it didn't say why.
The reason is that there are so many other things most of us would rather do with our money. Things that will give us an immediate jolt of pleasure, rather than fill a future need.
We'll even borrow to buy a new car, TV set, or trip, TODAY.
And what we as financial advisors offer is deferred. We ask people to forego present pleasures for future benefits they may not even live to enjoy.
Especially, if it's life insurance.
It's a tough sell!
Our industry has come up with many ways to fight this enemy, but the most effective is a one-on-one, agent-to-prospect meeting with each prospect.
And what works best for me in such meetings is helping the prospect to visualize the future. And asking him what kind of future he really wants.
You see, all the things he wants to spend his money on today are really his dreams of his future. He believes he'll feel better tomorrow, if he buys that car, TV, or trip, today.
So the secret to his buying button is not the actual product he purchases but his visualization of his future with it.
Watch any car commercial on TV and you'll see what I mean.
So the secret to selling him our products and services is to help him to visualize another future---a future without him, if we're focusing on life insurance---or a future with an older him if we're discussing retirement.
But there's no need to describe this further, as you received a step-by-step guide
on how to do it in the ebook you got as a subscription bonus, "Secrets of Soft-Fact Sales".
Read it to learn how to combat your real competition.

Our Real Competition - To learn more about this author, visit Donald F. Pooley's Website.

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About the Author


Donald F. Pooley
(Visit Donald's Website)
Don Pooley, the author of this article, allows you to publish it if you include these credit lines: Copyright 2005, Donald F. Pooley, Inc. Don Pooley CLU, CFP, CHFC, "The Advisor's Advisor" has shared his marketing know-how with audiences of life insurance men in all major Canadian cities, London, Australia, Chicago, New York, San Francisco, Hong Kong, and Singapore, and now in his free ezine. To get more ideas on marketing your services, plus free ebooks, subscribe now at www.eTIP.ca/
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