How To Use Weapons of Influence To Increase Your Insurance Sales

Have you ever met someone who was just so incredibly persuasive? Someone that just seemed to make sale after sale after sale, while his competitors and peers just watched in disbelief at how easily this person created new business.

Chances are this super-salesman was using the following “weapon of influence” that I am about to share with you. This trigger is so powerful that I have to ask you point blank to only use it for good.

Everyday as insurance agents and financial advisors we are faced with the challenge of persuading others to do what we want.  But what makes people say yes to our request?  Persuasion is both an art and a science.  A science that social scientists and researchers have used to uncover a hidden series of rules for moving people down a path you want to take them.

One of these hidden rules is using proof and social proof. First off, proof and social proof work because prospects truly only care about one thing…”what’s in it for me?”  Ideas and concepts for getting your prospects to understand your advice and financial products are good but they must be supported by proof and what other’s say about it.

Let’s look at some examples in other industries.

#1 The movie industry does a great job of using social proof.  How many times has a friend recommended a movie to you?  And then you went and say the movie based on their recommendation?  That is social proof.  How many times have you seen a movie review or trailer where it says something like, “Action packed thriller!’ – Newsweek.  That is social proof as well.

#2 Amazon.com does an amazing job of social proof.  They have a feature on the product description/sales page of everything they sell that allows customers to leave reviews.  I buy a ton of books from them and frequently read these reviews to find out what others are saying about it before I buy it.  This is social proof. By the way,  amazon.com sales and profits are up 11% at a time when most other retailers business is down 20% – 40% from previous years.

Here is how you can implement social proof and proof in your financial service business to increase your persuasive power.

#1 Get testimonials from past clients.  They can be written, videos, or even audio interviews.  Try to get them to be as specific as possible.  You might need to give them a prize or bonus to encourage them to give you one.  Include these testimonials as handouts at your seminars.  Include them on your website.  Hang them up at your office.

#2 Use before and after client financial statements (must be approved by your client).  The before would be how much debt, or risk they had. Or that they were substantially overpaying for their insurance. Or that you helped a client achieve a major financial goal.  Or that your client was not on pace to retirement when they wanted.   You could use document to prove this or you could interview your client via video or on the phone and have it transcribed. There is really no limit to how you could use a valuable asset like this.

Every example given here is a great use of proof.  Proof is simply hard evidence that something is true.  This is extremely powerful.

Proof is so powerful that if you had enough of it you could simply just assemble it all together and present it to prospects and a good percentage would buy from you.
Related Articles:

How to Use Testimonials to Drive Sales

4 Ways to Increase Insurance and Financial Services Sales Through Social Media

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Brian J. Kay, Executive Director, Leads4Insurance
921 Port Washington Blvd., Suite # 3 Port Washington, NY 11050
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