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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Leanne Hoagland Smith
Are you or your business where you want to be? Are you facing constant struggles in business or life in general? Would you like to "unlock" those obstacles keeping you from greater business or personal success? As your results partner, we can work together to unlock those desired results by achieving tomorrow's solutions today. Let’s use your strengths for real change through proven and affordable solutions where the real problems are identified. Are you seeking loyal customers, great attitudes, increased sales, improved profitability or just some sleep filled nights? Then we should talk because my clients have experienced exactly those types of results. Learn more about customer loyalty at http://www.processspec ialist.com/customer-loyalty.htm Give me a call 219.759.5601 for a free strategy session. I look forward to speaking with you. P.S. If you are seeking a motivational speaker, sales trainer or small business expert that will leave your audience smiling and remembering, please feel free to contact me at 219.759.5601. - Visit Leanne Hoagland Smith's Website |
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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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