I am always amazed when contracting life insurance agents when one of the first questions out of their mouths is what is the commission schedule per product? Why? Before an agent sees the product portfolio and if he or she sees the need for the products and how they may help their clients, their first thought is how much do I make? This is a very telling sign to those of us who have been in the life insurance industry for a long time. The agent is really saying, “I want to sell product that I make the most money on, not the product that is best for my client’s needs”. Not a great first impression. So, learn to sell like you buy.

What I mean by sell like you buy, is no one loves to be sold. You may have heard the expression “people love to buy but hate to be sold”. As a matter of fact, when a consumer feels the agent or salesperson is “me” focused versus “them” focused, they shut down with the famous “I need to think about it”. If an agent or salesperson hears that objection often, he or she should look in the mirror. Reality is if you are offering a product or service that solves a problem or issue and your solution is perceived as more affordable than their issue, they buy every time. In order to be a great life insurance agent or great salesperson, you must listen to the prospect, find the need and use your products and services to eliminate their problem. After all, isn’t this what you want when making a purchase?

If you begin to sell like you buy, you automatically become focused on your client’s needs and not your own. Nothing smells worse than a desperate salesperson or insurance agent. No one can act well enough to overcome the stench of desperation from having to make the sale to eat or pay a bill. You must forget what is best for you and focus on what is best for your client.

The money will come. I am not advocating an agent should not see and understand their commission schedule. I am stating commission should NEVER be the reason to make a sale. If you were needing a life insurance policy to cover a specific need, assuming you did not know much about life insurance. How would you feel to learn after your purchase the agent sold you a policy that was two or three times more expensive than it should have been? Not very happy at all. If you do the right thing and sell your clients the right plan for the best price for their unique situation, you will always make the most money. How you ask? Happy clients always refer the most business when taken good care of versus those clients that you would walk across the street to avoid in public. This is a marathon business not a sprint. Always do the right thing for the client by the mantra sell like you buy.

“A business that makes nothing but money is a poor business”.—Henry Ford

Image courtesy of Stuart Miles at www.freedigitalphotos.net

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Tim Wilhoit is owner/principal of Your Friend 4 Life Insurance Agency in Nashville, TN. He is a family man, father of 3, entrepreneur, insurance agent, life insurance broker, salesman, sales trainer, recruiter, public speaker, blogger and team leader with over 27 years of experience in sales and marketing in the insurance and beverage industries.