One of the true keys to a successful practice is the presentation, that true connection you make with the client. I surveyed several successful advisors recently to get their take on powerful presentations. The following are highlights from those responses:
"A powerful presentation does not consist of the agent giving a monologue but rather by asking questions. Contrary to popular teaching, starting out with closed-end questions, as opposed to open-ended questions, builds credibility, giving the agent the right to ask probative questions to uncover needs. My opening remarks after a little warm up are: “Thank you for coming in today. I’m happy to meet you. In deciding to meet with me today, what were you hoping I could do for you?” I then use what I call a “Feeling Finder,” not a “Fact Finder.” Since the accumulation of cash value is a key ingredient, my presentation includes the cost of waiting just 30 days to begin the program. My close is always the same. After soliciting some positive feedback after my presentation, I ask, “Would you like to think it over, or would you like to get started now?” Ninety percent of the time, they agree to allow me to complete an application. Even some of those who think it over, decide to buy later on, so I’m not afraid to let them 'think it over.' ”
"People don’t care how much you know; they want to know how much you care. This has been my motto: I am not there as a teacher/educator. Just because I know my product doesn’t mean anything. They want to know how much I care about them. They want to know how will my services help them and their issues and concerns."
"Know your products and carriers so well that you can almost do it from memory. Plus, if your carrier has a celebrity spokesperson clip it and carry it with you and show everybody you talk with. I once had a Paul Harvey article were he endorsed one of my carriers. It helped me close a few cases. I also had a Consumer Reports article that showed my carrier with one of the best five-year term rates in the nation."
"Be an active listener. The client or prospect will tell you what their biggest concern is if you will only listen. Once I determine their one or two biggest concerns I will relate that many of my clients have that as a concern. Then I tailor my presentation to address their concerns."
"Become the 'truth teller.' Let your prospects know you understand the problems in our industry. Then illustrate a few of the problems and explain how you work to protect your clients from these 'industry evils.' Once they understand that you are on their side the walls will come down and you can really get to work helping them. Of course, this only works if you really are one of the good guys. Be honest and practice full disclosure. It will only help you in the future."
Stephen R. Vachon