7 Secret Words You Can Use to Close Any Insurance Sale

7 Secret Words

We’d like to tell you a secret.

Agents in every division of the insurance industry use this secret, and if you’re not already doing this, it’s time to start.

There’s a quick and easy way to win over a stubborn client… well, any client... when you’re trying to make a sale, and it only consists of 7 words.

You ready?

“This is the policy I bought myself.”

It’s that simple.

If I’m in the market of buying new flooring, I’m going to go a flooring expert and ask what I should get. That expert might say something like:

  • Well, this flooring is scratch-resistant,
  • This flooring is the most popular,
  • This flooring can stand up to water leaks,
  • This flooring has the best warranty, and
  • This flooring is the best value.

All of that is great, but at the end of the day, I’m probably still scratching my head thinking something like, “Umm… so which flooring should I buy?”

How much more effective would it be if the flooring expert said this instead:

  • Well, this flooring is scratch-resistant,
  • This flooring is the most popular,
  • This flooring can stand up to water,
  • This flooring has the best warranty,
  • This flooring is the best value, BUT...

And here’s the magic....

THIS is the flooring I put in my own home. THIS is the flooring I bought myself.

I’m so much more likely to say, “Well, if that’s what you have, then it must be the best. I’ll take it.”

One of the most effective sales strategy of all time is that you can effectively sell something if you yourself are convinced. Tom Szaky of the New York Times explains:

“If you are not sold on the product or service, it will be an uphill battle to sell someone else. Your lack of conviction will scream through.”1

And Szaky is joined by David Ly Khim of HubSpot:

“It’s easier to be passionate about — and sell — a product when you genuinely believe in it. The most effective salespeople actually use their product and believe in its value.”2

And, because the third time’s the charm, here’s Adam DeGraide of Insurance Thought Leadership:

“If you yourself do not believe in a product or service, how do you expect consumers to believe in it? You cannot possibly expect to make a sale if this is the case!”3

It might be easy to fake conviction, and it’s even easier to be convincing about a product you like. But it’s undeniably powerful when you love a product or service so much that you bought it yourself. And if you haven’t already bought an insurance policy for yourself, do it.

We already know that your passion and love for the product is compelling, but is that enough to sell your client? The answer is yes — and here’s the 2-part combo deal that explains why:

1. You know the product

If you tell a client that you bought the policy yourself, it’s understood that you know the product through and through.

Some clients may worry that you don’t know the ins and outs of a policy, even if that’s not the case. They’re wondering things like:

  • Have you had experience with it?
  • What’s the policy’s track record?
  • Do other people think it’s necessary?
  • Are there any gaps in coverage?
  • Will the carrier raise my rates unexpectedly?

However, all of that changes when you explain that it’s the policy you have yourself. They immediately know that you 1) have close experience with it, and 2) you think it’s not only necessary, but vital.

They immediately feel relief that the product is worth their money — and not because you’re telling them that it is, but because you’re so convinced that you have it yourself.

2. You trust the product

You need to be aware that globally, consumers aren’t prone to trust you. In fact, a new survey from Ernst & Young found that people are more likely to trust supermarkets, banks, and car manufacturers over the insurance industry.4

That’s not the best news for you, but here’s why it won’t affect you.

People are worried.

They’re worried you’re selling them something just so you can run home with a nice commissions check.

They’re worried because they’re confused and don’t fully understand how the policy works.

They’re worried about the state of our politics and don’t know how the future will affect them.

They’re worried that the policy is too expensive and won’t deliver what they need.

But they’re suddenly comforted and relaxed when they hear that you have the policy yourself. Why?

Because that means you’re not confused, and you understand how the policy works.

That means you’re not worried about the state of our politics.

That means you don’t think it’s too expensive for what it is.

Long story short

Your client may not trust the insurance industry, but they see that you trust your product, and that helps them trust you.

When it comes down to it, you’ll drink the weird, green drink because your friend took a sip and said it was awesome.

You’ll start going to that Crossfit thing because your brother gained 10 pounds of muscle last month.

And your clients will buy insurance from you because you bought it yourself.

And that’s all there is to it.

Need more details? Download our free eBook!

Free eBook If you’re looking for work and considering insurance sales, we’ll show you the steps to get started. If you’re already selling and looking for tips, we have you covered. If you’re a seasoned agent who is already successful, there’s something here for you to learn as well.

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  1. https://boss.blogs.nytimes.com/2011/07/25/my-top-10-sales-tips
  2. https://blog.hubspot.com/sales/habits-to-become-a-more-effective-salesperson
  3. http://insurancethoughtleadership.com/belief-in-your-products-and-services-is-the-key-to-the-sale
  4. http://www.iamagazine.com/news/read/2014/12/11/why-don-t-consumers-trust-insurance-agents

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