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Newcomers often ask: How can I impress customers and make them willing to buy our products? Driven by the desire to impress, some newcomers pull out all the stops, citing examples and chattering endlessly in front of customers. But in the end, they find that customers are not interested in what they say, and the overly lengthy conversation has bred aversion, making it hard to schedule another meeting.
Through exchanges with successful life insurance agents, we have identified some patterns: whether a salesperson’s behavior aligns with customer expectations determines whether the customer will accept them from the bottom of their heart.
1. Be sincere in your speech. Only sincere people can win trust. Do not ignore the customer’s actual financial capacity just to sell a product, leaving them in a difficult situation. There was a salesperson who, to boost his performance, persuaded a customer with an annual income of only 20,000 yuan to buy an investment-type insurance policy with a 20-year payment term and an annual premium of 5,000 yuan. The customer fell into payment difficulties in the second year and had to surrender the policy, but the surrender value was minimal. From then on, this customer held a biased attitude toward insurance, telling everyone how insurance companies cheat people. Our life insurance agents must remember: do not sacrifice long-term gains for immediate benefits. What testifies to your moral conscience is your behavior, not your words.
2. Give the customer a reason to buy. The customer’s starting point for buying a life insurance product is that they exactly need it. So before purchasing, they always want to fully understand what benefits this product can bring them. When facing customers, salespeople should not talk in generalities, merely highlighting product advantages. Instead, they should combine product advantages with customer needs.
3. Let the customer know they are not the only one buying this product. People have a herd mentality. When recommending a product, timely telling the customer that others in similar or identical situations have also purchased this life insurance product and how they view it can greatly boost the customer’s confidence and enhance their desire to buy.
4. Prove to the customer that your insurance design matches their income level. Many life insurance products are lifelong products lasting decades. Before buying, the customer must be confident that they have sufficient financial strength to fulfill future premium payments. Therefore, salespeople generally should not design too high a premium from the start. They can start with 5%–8% of the customer’s annual income, and through persistent annual visits as income increases and products are updated, continuously increase the customer’s coverage.
5. Explain the product in the simplest way. Life insurance products are highly professional. Letting customers read the terms themselves is unwise (even if they are a PhD). But if you yourself do not fully understand the terms, it is also hard to convince customers to buy. Learn to explain the product in the simplest way, highlight key points, and let customers fully understand the product within effective time.
6. Do not act arrogant in front of customers. Many customers have only a partial understanding of life insurance and sometimes ask very naive questions. At such times, salespeople must not act arrogant, thinking they know everything and treating customers as fools. Many customers dislike salespeople who are smug and feel overly smart. If the customer is really wrong, be clever: let them know that others often make the same mistake, and they are just making a mistake that most people easily make.
7. Make the customer feel special. Some customers always think they are very unique individuals. If a salesperson treats them as special, the customer will feel they have found a kindred spirit, be more willing to spend more time with you, and be more willing to trust your products and sales.
8. Listen attentively to the customer and understand their thoughts. Some customers have clear requirements for the product they wish to buy. Listening attentively to customer requirements and aligning with their needs will make sales smoother. Conversely, trying to push your product, rudely interrupting the customer, and chattering in their ear will likely fail nine times out of ten.
9. Tell customers what services you can provide, and show them by doing. Customers not only hope for your pre-sales service, but also hope to receive good service after purchasing your product. Continuous phone calls, holiday greetings, etc., all give customers a good feeling. If you promise something to a customer, never delay or fail to do it for excuses, such as delivering policies promptly and collecting renewal premiums on time.
10. Do not disparage others in front of customers. Even if competitors have various shortcomings, never disparage others in front of customers to elevate yourself. This approach is very foolish and often triggers customer resistance. At the same time, do not speak ill of your own company. Complaining about the company’s various problems in front of customers will not make customers feel comfortable placing their policies with a company that even its own employees do not identify with.
11. When the customer has no intention to buy, never use old-fashioned sales tricks to pressure them. Many times, customers do not intend to buy your life insurance product. At this point, should you retreat proactively or continue persistently selling? A more appropriate approach is to retreat in order to advance: you can change the topic to something the customer is interested in, or find an opportunity to visit again, giving the customer a psychological preparation process for buying. Never hope to close the deal immediately, as such luck is rare.
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