Last week I told you about the “Crazy Ex-Girlfriend” school of selling insurance. http://insurancemarketingmadeeasy.com/crazy-ex-girlfriend-school-selling/
In case I wasn’t clear, it is a style of selling you should try to avoid.
On the other hand, you should try a little something I call the “iZombie school of selling insurance.”
If you’ve ever watched “iZombie” you know that the show is about Olivia “Liv” Moore, a Seattle morgue assistant who goes to a boat party and is turned into a zombie. To survive she has to eat human brains, so it’s convenient she works at a morgue.
When she eats the brains of people who have been involved in crimes she temporarily adopts their persona and gets visions of how the crimes were committed. She shares her insights with the police. So it’s all good.
“Enter the conversation already taking place in the prospect’s mind,” said Robert Collier.
That is what all good sales people and copywriters do. They enter the minds of their prospects.
And that is what Liv Moore does. Literally.
Gross, yes. But the point is, if you sell insurance, you need to look at things from the prospect’s point of view. Get in their heads and think like they do.
They think they don’t need life insurance. They think their insurance program is already as good and affordable as it can be.
When you see things from their point of view you know what you have to work with. Back in your own head, you then plan a strategy to persuade them they are wrong.
But agree with them as a starting point. Then give them examples of people who had the same assumptions and how surprised they were to find out they really did need life insurance, that they really could save on their insurance. Give them testimonials and case studies. Present facts they were not aware of.
When you start seeing things from the prospect’s point of view you can begin to help them change their minds.
When you approach sales this way, there is no “needy.” There is no crazy ex-girlfriend necessity to beg for the sale. Enter the prospect’s brain and see reality as the prospect sees it. The way Liv sees it when she gets in the brains of victims on “iZombie.”
Then show them things that might persuade them to change their thinking.
That’s the great thing about client newsletters. They help you persuade without being needy or salesy.
Teach, build Trust and keep in Touch with clients and prospects.