07 Aug How to Successfully Sell Life Insurance [Rare Motivational & Law of Attraction Book] Part #2
The Prospect Buys It Because It Will Satisfy His Caution
In this category the prospect wants to assure himself, as far as possible, of the security of his family. He wants to make certain that his own wants in time of need will be provided for. Old age is looming up; when it comes he wants to be financially independent. The things he buys, predicated on this principle, contribute to his peace of mind and add substantially to the welfare, happiness, and comfort of himself and his family.
The satisfaction of caution is the chief reason why the prospect buys life insurance..
In creative selling you do not talk so much about the thing you are selling as you do about the thing it will do for the prospect. The thing you are selling is merely the means you employ to bring about the real things of interest to him. You constantly want to remind him that the thing you are selling will add to his health, his wealth, his happiness, and his peace of mind.
Take the Sales Plan on life insurance. Read it over and analyze it, and you will find I do not use the word “I” a single time in that Sales Plan. But, I use the word “you” and “yours” many times. I visualize to the prospect what life insurance will do for him. I center his attention on an estate for himself and his family. I call his attention to the fact that this estate has many advantages.
I bring home to him the fact that this plan would set up a savings account and that this savings account is always standing at his elbow, ready at a moment’s no· tice to furnish cash in case of unemployment, for sickness, or for any other emergencies that might arise. I point out to him that this plan will take care of the premiums if he should become totally incapacitated by any kind of sickness or accident, and that his estate and savings would remain intact. I further tell him that, if he lives to an old age, all of his worries will be absorbed by the assurance that he will have an income for life.
Nothing is said about term insurance, ordinary life insurance limited payment life insurance, endowment insurance, or any other particular form insurance. No mention is made of the laws of probability or of mortality tables. No mention is made of cash reserves or any of the other technicalities connected with life insurance.
I do not try to tell the prospect all I know about life insurance. That would take up too much of his time. Besides, he is not interested in what I know about life insurance. He is interested to know what life insurance will do for him. He wants to hear what I told him. He wants to hear about something that will give him one of those big things known as an “estate.” Creating an estate is his motivating and impelling idea, and life insurance is the only means of creating one easily and quickly.
An estate! What a word! It may mean a plantation in Louisiana … an oil field in Texas … a ranch in California … an orange grove in Florida … a million-dollar home overlooking the Hudson River-or it may mean a life insurance policy. The word is dynamic. It is potent. It sounds like wealth and affluence. Every man wants one.
The very word gives the prospect a sense of importance, raises his dignity, and buoys his self-respect.
A savings account at his elbow adds to his comfort and peace of mind. The payment of future premiums in case of disability enhances the value of the plan. He feels that he can carry insurance as long as he is on his feet, but ouch I “What if I got knocked off my feet?” he asks. The disability clause takes the “sting” out of that.
The plan affords the prospect an opportunity to invest money where it will com· pound and grow and be there when he gets there. It sets up an income for him when he retires, at any age between fifty and sixty-five. This idea brings to his mind a definite, fixed, guaranteed income for life. This guarantees food, shelter, clothing, and comfort for his declining years. He will not have to worry about whether or not his money will last as long as he lasts. This income for life will relieve him of the strain, worry and anxiety connected with other forms of investments. No ticker-tape worries-no depreciation-no ups and downs. No loss of income or principaland no regrets. This means genuine comfort and real happiness. It means his sunset days will be happy days. It means peace of mind.
How Creative Thinking Turns Objections into Sales
At last I found myself selling what is considered the toughest thing in the world to sell a piece of paper with a promise to pay, known as a life insurance policy. Life insurance is strictly an intangible product, and requires the highest form of creative selling. It is said that anyone who can sell life insurance can sell anything, even ice cubes to Eskimos or safety razors at a barber’s convention. In this field I encountered thousands of objections, and the ones related below will give you a little food for thought. The only way to learn to encounter objections is by contacting prospects, and the only way to turn them into sales is by positive and creative thinking.
One day I called on a prospect about a life insurance proposition, and, after I presented my Sales Plan with all the skill possible, he suggested that I send him a sample policy. “Mr. Buynow, I will be very happy to send you a sample policy, but before I do I want to tell you a true story about Mr. Putoff. I do not know whether or not you knew Mr. Putoff. but many insurance agents called on him from time to time, and he always suggested that each one send him a sample policy. The other day Mr. Putoff passed away, and after his death Mrs. Putoff went down to the bank
and opened his safe deposit box. She thought that her husband had made ample provision for her and her four children. However, in looking through the contents of the safe deposit box, guess what Mrs. Putoff found? She found ten sample policies for $10, “Mr. Buynow, I was one of the guilty parties to Mrs. Putoff’s misfortune, and I do not think I played fair with her and the children. I should have persuaded Mr. Putoff to buy some life insurance rather than to have aided and abetted him in cluttering up his safe deposit box with a lot of worthless sample policies. Therefore, Mr. Buynow, do you think I would be playing fair with your wife and children to send you a sample policy? I feel that I would be betraying them, and furthermore I want you to know right now that I represent them in this matter. I owe them a debt of responsibility.”
This got under Mr. Buynow’s skin. Using the sample policy argument, I turned his objection to life insurance into a sale of a $25,000 life insurance policy.
An Objection Is Often a Reason for Buying in Disguise
A few days later, I called on a certified public accountant. I lost no time in giving him the full content of my Sales Plan. As you no doubt know, C.P.A .’s are clever at figures, especially when they are figuring for other people.
Well, as soon as I had finished my sales presentation, he responded with the No! lHe came back with a quick retort: “You bet I would-how can that be done?”
“Very easily,” I continued. “All that you have to do is to take the earnings from your bonds, and invest them each year in a $25,000 life insurance plan. In so doing you immediately double the value of your bonds from an estate Standpoint, and instead of your family having a $25,000 estate they will immediately have a $50,000 estate.”
“Say,” he said, “I never thought of that.” So I sold Mr. Correctall a $25,000 life insurance policy by taking his own objection, inject ing a little thought into it, and handing it back to him in the form of a suggestion. It not only counteracted his objection, but gave him a very sound reason for buying life insurance. By a little thought, I turned another objection into a substantial sale.
I approached Mr. Cantbuy, who owned a chain of meat stores. When I had finished my sales presentation, he said “Nothing doing-no life insurance for me. Why, my dear fellow, I would not give you ten cents on the dollar for all the life insurance in the world.”
After a pause, I said, “Mr. Cantbuy, this plan does not cost you ten cents on the dollar. As a matter of fact, this unusual plan will only require about four cents on the dollar each year.”
“Do you mean to say you can get me a life insurance policy for an outlay of only four cents on the dollar each year,”
“That’s exactly what I mean, Mr. Cantbu y, and if you will make a deposit of $1,000. Everybody’s Insurance Company will deliver to you a policy for $25,000.”
“Willingly,” said Mr. Cantbuy. “If you can do that I’m sold.”
How to Get Around an Objection
I called on a very prosperous wool merchant. His secretary put me through the third degree as to my name, history, pedigree, and business qualifications. Then she wanted to know what I wanted to talk to Mr. Nointerest about. I told her my mission, and this opened the door to Mr. Nointerest. Attentively he listened to my story. When I had finished, he said, very decisively, “I’m not interested.” I accepted his statement. However, I realized that possibly I could convince him if I knew his date of birth and could submit my plan to him in the form of a brief. Believing that discretion is the better part of valor and that a soft word turneth away wrath, I spoke to him very gently: “Mr. Nointerest, I have never had the pleasure of meeeting you before. However, I want you to do me a favor: I want you to give me your date of birth.” He replied, “I do not give my date of birth to strangers.” “But,” I said, “Mr. No interest, will you loan me your date of birth for a few days?” Laughingly, he replied: “March 19th, 1905.”
In a few days I submitted the plan for Mr. Nointerest’s consideration. He liked it, and, as a result of circumventing that objection, I sold him $100,000 of life insurance, with an annual premium of$5,ooo. I approached a Mr. Warner, and, when I completed my story, I asked him very decidedly how his physical condition was and whether he thought he could pass a first·class medical examination. He told me that he was never better. I suggested to him that a physician call and check his physical condition. This he agreed to do. “But,” he said, “I don’t need any life insurance I don’t want any life insurance. I have a very substantial estate.”
I said, “Mr. Warner, you could use $50,000 of life insurance to set up a special fund of money to meet the inheritance taxes, state taxes, and other administration costs that will eventually be imposed and assessed against your present estate. This life insurance fund will furnish the ready cash to pay those expenses for your estate. It will leave your present estate intact. In brief, Mr. Warner, why not let us underwrite the settlement costs of your estate?” This suggestion caused Mr. Warner to forget his objection. He saw the wisdom of my suggestion. In a few days
I delivered a policy for $50,000.
About 3:30 in the afternoon I called on Mr. Speculator, an investment broker.
His objection was: “I am a stock broker and I like to speculate with my money.”
“That is exactly why I called on you. Everybody’s Insurance Company wants to speculate with you. They want to wager $25,000 against your $600 that one year from today you will be living.” This wager completely swamped his objection. He could not resist the offer, and a policy for $25,000 was delivered to him.
The Key to More Sales
The prospect never judges you by what you do not say; he judges you by what you do say. If you can speak well, he will pay you. Your Sales Plan may be “old stuff” to you, but it is always “new stuff” to him. It is like a master key: it will unlock many different doors, and usher you into many profitable sales situations.
I have given my Sales Plan on life insurance thousands of times. I get as much fun and pleasure out of it today as ever. It is just as effective in selling life insurance today as it was 30 years ago when I first used it. I believe and feel every word of it. This firm faith and unfaltering trust sustains and stimulates me with fresh interest, new energy, keen zest, and unfailing confidence. It is only by mastering your work that you learn to love it.
Some think that memorizing a Sales Plan makes the salesman very mechanical.
This is not so. My long experience in selling with excellent results proves the notion to be false. I have always used a prepared Sales Plan. It is a definite plan of action. It is an appreciation of the prospect’s time and intelligence. You know what you are going to say and how you are going to say it. You do not mumble, you do not ramble, and you do not stumble. You speak with command. Instead of making you mechanical, it makes you positive and vital. It gives you self•confidence and an air of assurance. Instead of making you shy and hesitating, it makes you dynamic, bold, and courageous. Your sales approach loses its mechanical aspect. It becomes a living force.
Have you ever seen Maurice Evans on the legitimate stage in Shakespeare’s Richard II? In this play, Maurice Evans takes the part of a self-centred, over· bearing, tyrannical, domineering, high-strung, and ill-tempered king. You can see and feel Richard II. Evans makes him live; you feel his very presence.
Every word Mr. Evans says in that play has not only been memorized, but it has been thought out and actually revitalized. Mr. Evans is the living means through which King Richard II lives his life over again.
When to Contact Professional Prospects
Physicians and surgeons have hospital rounds and outside calls to make, classes to teach, and meetings to attend. Despite all these activities, there are splendid times to call on them. These are between 9 and 12 in the morning and 1 and 4 in the afternoon. A good time to call on those in the suburbs is between 7 and 9 in the evening.
These hours also hold true for osteopathic physicians, physiotherapists, chiropodists, and chiropractors.
Most dentists get to their offices rather early. As the usual thing they have no appointments until about 9:30. The best time to call on them is between 8:30 and 9:30 in the morning. By calling on a dentist before he begins his appointments, you will find him disposed to listen to your sales approach and, in all probability, the results of the call will be favorable.
The scientific time to call on lawyers is any time between 11 A.M. and 2 P.M., or later in the afternoon between 4 and 5. Other hours they are busy attending court or engaging in office work.
Stock brokers, bankers, investment bankers, bond salesmen and other people engaged in the securities business can be called on to advantage before the Stock Exchange opens, which is 10 o’clock in the morning, or after the Exchange closes, which is 3 o’clock in the afternoon.
Contractors, builders, and all people employed in the construction business can be called on before 9 o’clock in the morning, at noon time, or around 5 o’clock in the afternoon. A great deal of the time these prospects are not in their offices; however, if you want to approach them, the hours mentioned are the best.
It is not wise to call professors or school teachers during school hours. These people go home after the school day. The most practical time to call on them is during that “letdown” period between 6 and 7 in the evening.
Certified public accountants may be contacted almost any time during the day. It is not good practice to call on them any time between January 15 and March 15.
This is their busy season. They are making up income tax returns and finishing the accounting work for the previous year. As one told me, they are compelled to work day and night in March in order to eat in August.
Druggists and grocers usually have a slack period from 1 to 3 in the afternoon. This affords you an opportunity to give them your story.
Insurance brokers and agents are in their offices from 9 to 10 o’clock, also at noontime, and again at 4:30 in the afternoon. During these hours they are approachable.
How the Law of Averages Works for You
Not many years ago, the Law of Averages put me on the spot and gave me an ample opportunity to test the validity of its application. I was making 1800 calls over the telephone and not getting a bite. Was I dismayed? Was I frustrated? Was I discouraged, Not in the least. I was exposing an idea in the form of a Sales Plan portraying the benefits of life insurance. I was putting into operation the Law of Averages. I knew that this law could not fail. Operating on this principle, there was no occasion for doubt. I knew that results were certain. What happened, within a few days, I struck the jackpot. The last few calls paid off. It rained business. Did the law of Averages pay off, In less than one month I received more than 2 dollars for every telephone call made. In addition, I received a bonus of at least that much more.
In the field of selling, the law of Averages is exacting as to the amount of calls necessary for a safe. It certainly requires that you plant ideas, but it does not prescribe the method to use. In fact, the law of Averages is absolutely indifferent as to the method you employ to put it in operation. In my experience in selling, I have often used the telephone. I find that the telephone method is the quickest, the most practical, the most efficient, the most feasible, and the most scientific method of carrying an idea to the greatest number of people in the shortest period of time. It is the quickest and most direct means of exposing an idea in a personalized way and, therefore, fulfilling the requirements necessary for the law of Averages to operate.
In applying the law of Averages in the field of selling, it is absolutely necessary to determine the result you desire. The law of Averages does not know the objective you desire until the decision is made. Once a decision is reached, the law goes into operation to fulfill it. The number of times you expose an idea about a product or service is the number that determines how often the exposure of that idea will reward you.
If you sell, put a definite cash value on each call. If you work on a salary, put a definite estimate of the number of calls you want to make to consummate a sale Keep a record, and watch the Law of Averages operate.
In my own experience, I have placed a value of 2 dollars on each telephone call and also a value of 5 dollars on each call I make in person. Therefore, if I make 50 telephone calls in one day over the telephone, or if I make 20 calls in person, I know I have earned 100 dollars. To illustrate this fact, it will be of interest to you to know that in June of 1947, I purposely tested the law of Averages on the telephone basis. Six months later I found I had made 3000 telephone calls, and the law of Averages paid me not only 2 dollars for each call, but again rewarded me with a substantial bonus.
You may ask, “How about competition?” In all my years of selling, I have never given the subject of competition any thought or consideration. I have been so busily engaged putting the law of Averages in operation, and availing myself of the opportunities and rewards it afforded me, that I never had time to devote to the subject of competition. Many men have asked me how I could sell so well making a cold canvass. My reply was that the law of Averages knows no cold canvass. It deals only with a hot one.
You may also ask, “Does the Law of Averages work among strangers?” Does the sun know any strangers? The Law of Averages knows no strangers, and once it is put in operation it works like a magnet. It attracts and draws to it the thing you desire. Remember the “Parable of the Sower,” and always rely upon good seed. The value and advantage of the product or service, and what they mean to the prospect, are the seeds you sow. Exposing ideas built into a sales plan and transmitting them with absolute faith and certainty to a number of prospects puts the law of Averages in operation. Are reactions to ideas predictable? Yes, there is nothing more certain to predict than the reaction you will get when you present a number of people with a certain definite idea. Positive action gets a reaction. This reaction will be favorable or unfavorable. If it is favorable, you act upon it quickly. If it is unfavorable, you forget it.
How to Use the Telephone Effectively
Here is a simple plan to make an appointment over the telephone with a life insurance prospect. You call Mr. Neill and say to him, “This is Earl Prevette. I called you, Mr. Neill, to tell you about the most talked-of life insurance plan in America today. This plan does five definite things for you.
“First: It creates an estate for you and your family.
“Second: It establishes a sinking fund.
“Third: It pays all future premiums in case of disability
“Fourth: It pays annual dividends.
“Fifth: It provides a guaranteed income for you any time after the age of fifty..
“Mr. Neill, these guarantees may prove very valuable to you, and, with your permission, I will be at your office at 10:30 to see you That’s fine …. Goodbye, Mr Neill.”
“Where can I go today? Who can I see today?” If at three o’clock in the afternoon, someone in the theater were to shout, “Is there a salesman in the house-over half of those present would stand.
Idle hours become selling hours when a salesman uses the telephone to make appointments. He has more prospects than he can see. Running around in circles takes energy, but it does not produce results. Many good salesmen, foundered on the rocks of discouragement, could be turned into real producers by making the telephone their junior salesman.
There is another group of salesmen who cover large territories, possibly several states. It costs more money to travel than it does to use the telephone; many of these salesmen could save themselves time and money by using the telephone. Many times during the year, salesmen travel perhaps 100 or 200 miles to see a prospect, and, on their arrival, they find the prospect is out of town. This wasted time and effort can be eliminated by making appointments over the telephone. Always remember this: If a customer or a prospect will not make an appointment to see you over the telephone, he will not see you when you go in person. If he does see you, it will only be for courtesy’s sake, and your chances of doing business with him are very remote. Making appointments over the telephone teaches the salesman to put a value on his time. It trains him to be more specific and definite about his product. He talks straight from the shoulder. This makes the prospect sit
up and take notice; he acts with more consideration and tolerance, and has more respect for the salesman.
How to Use Key Words
Every industry abounds with certain keywords; around these key words most industries are built. A keyword may be compared to a master key that unlocks a building. The master key that unlocks the Empire State Building takes up very little space in your pocket, yet that key permits you to make a complete inspection of everything in that building. In the same way, keywords will open the door to knowledge about your product. They will reveal all its hidden merits and will give the prospect a complete and comprehensive picture of its many values and advantages. A salesman has five key words. They are:
Describe. This word comes from the Latin word “describere,” which means to write. Writing down the words that give a full description of the product will enable you to select the ones that are the most adaptable and most accurate in describing your product. These words will convey more meaning and more color. They will make the prospect sit up and take notice. Learn to describe your product.
Explain. This word means to make plain. The best fellow in the world to explain your proposition is yourself. Make a thing plain and clear to yourself, and it will be easy to make it plain and clear to everyone else. Learn to describe it forward and backward; you will be known as a salesman that knows his “stuff.”
Define. This word means to set forth the meaning of words or terms. A precise definition of a word distinguishes it from all other words. It is wise to define every word that you do not know; your progress will be amazing.
Illustrate. This word means to enlighten or to illuminate. When you illuminate your proposition you throw colorful and meaningful lights on ideas and thoughts that are new to the prospect. You make the proposition clear, intelligible, and apprehensible. A chart, a picture, a map, or some other visible means may be used to make the presentation even more effective.
Visualize. This word means to form a mental image of something before the eye. To create a mental picture of your proposition is to make it talk and reveal itself to the prospect. It is like draping a life insurance policy around the prospect and revealing what it can do for him and his family.
These five words are applicable to any industry, and the salesman who applies them in a sales presentation will find himself making many more sales. To illustrate this doctrine, I have selected five different industries. Let us observe three keywords in each one.
First: Steel. Steel is a cold, hard word, yet it is the product of heat. Here are three keywords associated with the steel industry.
Crucible. A crucible is a pot. Crucible steel is a superior steel made by melting steel, or by fusing iron, carbon, and flux in a crucible.
Tensile. Tensile means capable of tension. Therefore, the tensile strength of steel means resistance to stress. This property allows the steel to stretch and bend with out doing injury to its own “muscles.” In other words, steel can take it.
Durable. Durable means able to endure. Durable steel is long-lasting and can withstand the wear and tear of the elements.
Second: Oil. Lubrication. This word comes from the Latin word “lubricare” which means to make smooth or slippery. Lubrication reduces friction, increases efficiency, and lengthens the life of any machine. It lessens costs.
Density. This determines the thickness of the oil. It is either light, medium, or heavy.
Viscosity. This determines the body of the lubricant, or its wearing quality. Two surfaces coming together in motion set up friction. The resistant quality of that lubricant to encounter the friction determines the viscosity or what we call the body of the oil.
Third: Paint, roofing, and allied industries.
Waterproofing. Prevents leaks and preserves interiors.
Protection. Keeps surfaces intact.
Anti-corrosion. Prevents the eating away of the surface by the chemical elements in the air. Stops disintegration and deterioration.
It Pays to Know Your Words
As an insurance broker I try to know the full meaning of every word connected with my business. Does it pay? Listen to this story.
I was talking over the telephone to a man whom I had never seen about insurance. He asked me the difference between insurance and assurance. This is what I told him insurance is the act of insuring, whereby one party undertakes to indemnify or guarantee another against loss by a contingent event. A fire-insurance policy, for example, is based on an event that may not occur. In fact, a fire insurance policy may be in force forever and never be a claim.
“Assurance,, is the act of assuring, whereby one party undertakes to indemnify or guarantee another against loss of life, which is based not on a contingent event, but on an event that is certain. All ‘life insurance policies are really life assurance’ policies. If kept in force long enough, they become a claim, either as an endowment when the proceeds are paid to the assured in cash, or as a death claim when the proceeds are paid to a beneficiary. Therefore, all fire policies are insurance that depend on a contingency for fulfillment, and all life policies are ‘assurance,’ which is predicated on a certainty.”
The man was so well pleased with this simple explanation that the commission for the business he gave me amounted to over $1000. One hundred words-one thousand dollars. Does it pay to know your words?
A mathematician would be lost without digits. A mus1c1an would be in a quandary without notes. A salesman would not reap any sales without words. Therefore, the moral is, increase your word power.
Train Your Imagination to Visualize
Every prospect, in his particular business, affords an ample opportunity for observation and study, and the imagination can take advantage of these different surroundings. The imagination may see an opportunity that will actually prove helpful and beneficial to the business of the prospect. It may observe a new slant, a new angle, or a new need, and be able to offer a suggestion to improve the service that the prospect is now rendering. In doing this, the imagination opens new sales opportunities for you.
Once you begin to exercise the imagination, it will furnish you with much ammunition and valuable information with which to think. Ideas will come to broaden your outlook, enlarge your perspective, enrich your understanding, sharpen your wits, and actually make you aware of new ideas you never thought of before.
To illustrate, I am going to relate an actual experience that took place in my own selling activities. In 1921, I sold a young businessman a $5,000 life insurance policy. At that time this was all he could carry. However, he was engaged in a very favorable business with unusual possibilities for development. I sensed this, and I also sensed that he was not fully aware of the unlimited possibilities and opportunities that his business had in store for him. After visualizing the possibilities of his business, I decided my client needed an injection of ideas in order to arouse his slumbering imagination. I did not tell him this, but little by little I began to feed him with ideas of a constructive and creative nature. It was like putting yeast into dough. I could almost see his imagination working. It seemed to fill his whole consciousness with a new zest, a new attitude, a new outlook. and a new enthusiasm. The business began to grow with leaps and bounds. Of course, he was well pleased and, during the next ten years, I sold him a total of $500,000 worth of life insurance, or an average of $50,000 per year. It only proves that the minute you exercise your imagination to help someone else, you automatically help yourself.
Train Your Imagination to Think Up Something
One of the best means to improve the power of creative selling is to start thinking about what you are doing. This kindles the imagination and generates enthusiasm. You have a desire to improve the technique of your own selling ability. Every improvement in selling is brought about by imagining something better. You ask yourself: How can my selling imagination be improved, Think of every consideration in the sale at hand in relation to your planned presentation. This starts a chain of thought; one idea blends into another, and soon a new and better way to do it unfolds before you. Very few selling plans are perfect, and they can all be improved upon. It will pay you to think how you can improve your present sales technique. As an example, here is a story that will interest you.
In July, 1920, the life insurance business was rather quiet, and I undertook to sell an advertising proposition. 1n order to make this proposition profitable, it was necessary to sell it out within a period of six weeks. My imagination went to work, and, after visualizing the proposition, I decided that it could be sold by a telephone campaign. Upon this decision I proceeded. I visualized the advertising proposition over the telephone by means of a prepared Sales Plan. I drafted a Plan in line with the findings of my imagination and went to work. Six weeks later, the advertising proposition was sold out and my bank account showed a handsome new balance.
This experience inflamed my imagination with the results that could be accomplished in selling by using the telephone. My imagination instructed me that, if I could visualize an advertising idea over the telephone, I could also visualize a life insurance idea over the telephone. I heeded this instruction, and as a result of that idea, sponsored by my imagination, I sold $10,000,000 worth of life insurance over the telephone. In fact, I sometimes sold as much as $50,000 worth of life insurance without ever seeing the prospect. This idea is completely unfolded in my book, How to Sell by Telephone.
How do you know what the imagination can do to help you to improve your sales technique, How do you know what you can do for the prospect until you begin to analyze and visualize the possibilities of his business? As you gather material for the benefit of one customer, it helps you to visualize the needs of another customer. All businesses are basically alike, and the improvement of one usually reflects itself in the improvement of another. Therefore, try to visualize how to improve your customer’s business or service. The only way to do this is to visualize the various characteristics of each customer or prospect in conjunction with his business. Ask yourself: Is there any way to improve the business of the prospect? Is he fully aware of his present opportunities?
Is there anything lacking in his present procedure? Then ask yourself: Can I offer him a suggestion or an idea that will improve his present business? How can I obtain additional business from him? Have I only half sold him, and left the field wide open for my competitor? Many times you fail to get additional business because you underestimate the capacity of the prospect to buy. Stay with him until he yields all, but by all means deserve it by rendering him a genuine service.
As you journey along, try to heed any suggestions made by your imagination. They may come through hunches or intuitions, but always remember that ideas are very much like lightning: They only strike once in the same place. The time to act upon an idea is when it strikes; if you do this, you will be amazed at the many different angles, slants, and ideas that you will get to aid you in getting additional business. Ideas will not only come to you on how to improve your own sales technique, but ideas will comes to you on how to improve the service of your prospect or customer.
All of this means more sales for you.
Excerpt from “The Power of Creative Selling” by Earl Prevette
Earl Prevette was a highly successful salesman and author. He taught the principles of using the abilities within to achieve your goals. On February 21, 1947, in Ripley’s “Believe it or Not,” under a pictorial sketch of the author of this book, was listed the following information:
He personally completed 32 courses in law, passed the State Board of Examiners, became a licensed attorney-at-law and graduated college all within five months. A native of North Carolina. Mr. Prevette received a bachelor’s degree from Wake Forest College in 1915 and was graduated from Wake Forrest Law Scool in 1919.
He moved to Philadelpia in 1930 and a year later joined the Equitable Life Assurance Society. From 1929 to 1952 he was associated with the Sun Life Assurance Co. of Canada.
Among is books are “How to Sell by Telephone,” “How to Turn Your Ability Into Cash,” “The Power of Creative Selling,” and “How I Sell.”