How To Quickly Improve Your
Closing Ratio To 90%
For over 13 years now, we’ve had agents,
advisers and planners
calling the Insurance Pro Shop and asking how they can get in front of
more people. They want to see more prospects, so they can close more sales and
make more money.
As we talk about their situation, they
tell us that they are closing 25% to 40% of the people they see. They will tell
us they don’t have a problem making life insurance sales. Their only problem is
they aren’t seeing enough people. Unfortunately, what most of them don’t realize
is that trying to see more people is doing it the hard way. Consider, if you are
only closing 25% of your sales calls, then to make one additional sale you will
have to see four more people; to make two additional sales you will have to see
eight more people; etc. That’s a lot of additional time, effort and expense.
If you want to make more money, then
wouldn't it be much, much easier to improve your closing ratio with your current
When we ask the agents if they would like
to be closing 90% of their Life Insurance cases, most of them tell us they don’t
believe it’s possible… They will explain that many of their prospects are just
lookers, or shopping for the best price (or investment returns) or they don’t
have any money. There is no way they could close 90% of the people they are
As we talk further, we will ask them
questions about what they are doing in their initial sales calls. In a very
short time, it becomes obvious they don't know where they're going, what they're
doing, or where they've been when it comes to sales calls.
Most Agents Are Winging It!
The reason most agents aren’t closing 90%
of their sales calls is they are winging it during their initial sales
interview. They don’t have a set procedure for the initial sales interview, let alone a
series of questions to ask the prospect. And, when they don’t close the sale,
it’s easier for them to make excuses and say it’s because the prospect is just a
shopper and doesn’t have any money… than to admit they aren’t as good at selling
as they should be.
The good news is that most of your
competition falls into this category.
Unfortunately, the bad news is that you
are probably doing the same thing. The problem is that the vast majority of
agents, advisors and planners still believe the purpose of a sales interview is
to show off how smart they are and to convince the client that they have the
best products or price.
I’ve said it before, and I’ll say it
again: Prospects don’t care how smart you are, or if you offer the best
products, service or the lowest price!
The real purpose of the sales interview is
to turn the prospect into a client. What your prospects want to know is:
“What’s In It For ME… and My Family?” “How can you help me better my situation?”
Your goal is to help your prospects to see
you as they’re savior. Then and only then will you start closing 90% of your
You Can Close 90% Of Your Sales Calls!
We know you can close 90% of your sales, because we did it when we
were full time in life insurance sales, and many of the agents we are currently
working with are doing it. These are agents, advisers and planners who came to us closing
25% to 40% of their sales calls and within just a few weeks they were closing
70% to 90% of their sales calls. These are agents, advisers and planners who were earning $3,000 to $10,000 per
month and are now earning $20,000 to $60,000 per month.
Not only are they closing more life
insurance sales, they are now closing much larger life insurance sales.
And, No, these agents, advisors and
planners did not
change how they were prospecting! They aren’t seeing more prospects! They
haven’t gone to a more affluent market. And, No, they aren’t offering a new
product or service.
So, what made the big difference?
These agents, advisors and planners now have a set
procedure for the initial interview. They have a series of questions they ask
each prospect. They are prepared. And, they are well rehearsed!
In the initial fact-finding interview they are:
Focused on Asking The Right Questions
to Help the Prospect Identify Their Problems!
Asking The Right Questions to Help
Them Understand What the Prospects Really Wants!
Really Listening to What the Prospect
They understand that the ‘Initial
Fact-finding Interview’ is where the life insurance sale is actually made.
The reality is that by asking the right
questions and really listening to your prospects, you are ultimately
them to sell themselves on why they should do business with you.
They are buying you as someone who really
cares about them and can really help them.
Until you internalize these concepts and
stop winging it, you will find it very difficult to consistently close 90% of
your life insurance sales.
Lastly, please remember that nobody sells
everybody. There was only one perfect man who walked this earth. All you can do
is improve to the point where you become a ... "90% Closer!"
“I started with Lew roughly two years ago.
He has helped me tremendously with his phone coaching. I was able to give him
information about my prospects and clients, so that he would give me the CORRECT
questions to ask them, to lead them to the sale… my business has grown
significantly because of his help with the right questions as well as helping me
put together some simple marketing techniques that go a long way. Lew truly
helps you have that slight edge.”
“Whether You Think You Can, or You
Think You Can’t...
You Are Right!”
Are you thinking: “OK.” “So, where do I
go from here?” “Is there a script for the initial interview?” “What are the
questions I should be asking?”
You can learn how to conduct a better initial
interview by trial and error. You could find a mentor or hire a sales coach!
Or, you can invest in our "How To Close 9 Out Of 10" DVDs. Or, you could choose to live with a
25%-40% closing ratio… The choice is YOURS!
Will, Jeremy and Lew Nason
“The Nine Out Of Ten Guys”
'Message to Financial Advisors…
What have you done in the last sixty days to increase your sales? Is
there any question that during the year, you're going to spend
thousands of dollars in time, money and effort bringing in new
clients to your business? Then wouldn't it make sense to do it the
most cost effective, money-making ways? Why not learn the life
insurance and annuity marketing,
prospecting, appointment setting and sales strategies that most of
the leading agents, advisors and planners on the planet use?
“Lew helped me close $16,800 in commissions in 2 weeks!”
“Lew’s coaching and
system has helped my practice immensely! Learning from Lew on
ask questions the right way, helped me close $16,800 in
commissions in 2 weeks! Thanks Lew!”
Ron Fara, RIA - IL
"Allstate has spent a ton of money on similar programs,
but in my humble opinion, what you offer is much better."
“Lew, I recently
Advanced Fact-Finding Video... I have been on two
interviews so far and used the methods you described. It was
surprising how the folks opened-up. Not only were their defenses
totally down, but they actually stated that they liked the
low-pressure approach and questioning process to find out what
their needs/concerns were before they were asked to buy
anything. In both cases the customer actually told me what they
were going to buy... By the way, I am going to recommend that
you contact Allstate's Financial Specialist Manger, so you can
help them with their sales efforts. They have spent a ton of
money on similar programs, but in my humble opinion, what you
offer is much better. Feel free to drop my name.”
Robert Dupuis, Allstate Agency Owner, TX
How To Quickly Attract
The ‘Perfect’ Life Insurance Prospects To You Every Month!
The most common question we get
from agents, advisors and planners is… “How do I consistently
attract enough good prospects for our firm?”
Almost every agent, advisor and
planner we talk to is unhappy with the amount of qualified life
insurance prospects they see in a month. And, it’s no wonder they are
struggling with prospecting, when you look at how they prospect! Most of
them are looking for anyone and everyone who fogs a mirror. They want to
believe that the more products and services they offer, the more people
they will attract. They have never considered with whom they have the
best chance of setting an appointment! And, with whom they have the best
chance of closing a sale.
The agents, advisors and planners
that are succeeding are marketing to a specific, targeted group of
people. Their marketing message is focused on solving a unique problem
for that target market. That way, they are attracting their perfect
prospects. The people they have their best chance of setting an
appointment with and closing a sale.
To succeed in life insurance sales
you must have a specialized message to attract the people in your target
market. You can't just say, "We are a local insurance agency, offering a
full line of insurance products." So what?
If you tell me that you offer the
same life insurance products I can get anywhere for the same low price
they can find elsewhere, that is not a good answer. If you make vague
promises about great customer service, that won't cut it either!
As an example, one of the quickest
and best ways to attract the perfect prospects to you is to offer
mortgage insurance, and use it as a door opener. Your specialized
message might be…
“I show people how to protect
their family and pay off their mortgage 5 to 15 years early without them
spending any additional money or changing their current life style”
Now Start Attracting The
Perfect Prospects To You Every Month!
Once you have determined your
marketing message, and who your ideal prospect is, then it’s easy to
attract a consistent stream of the perfect prospects!
Send out a monthly
newsletter to all your family, friends, customers, prospects and
everyone you know to let them know about your specialty. And,
let them know about your upcoming free workshop! (Not about
products or investments)
Ask all your family,
friends, customers, prospects and everyone you know for their
help! Once they know what you do and how you help people… Ask
them who you should be sending your newsletter to, and inviting
to your upcoming free educational workshop!
Offer a free educational
workshop on… ‘Paying Off your Mortgage 5 to 15 Years Early!’ You
are now solving a unique problem for a specific group of people!
And, you can do it for under $100!
Form a Joint Venture with
local businesses that caters to your ideal prospect, such as
Mortgage Brokers, P&C Agencies, Real Estate Attorneys, and Real
Estate Agents. Get them to introduce you to their best
customers. And, then invite their best customers to your free
educational workshop, or offer a free consultation!
Write articles for your
local newspapers, church bulletins, local associations and any
organization that caters to your specialized market. Help
everyone in your local area to get to know you and the services
you offer. (Not about products or investments)
Offer a free information
report (free booklet) in all your ads, invitations, newsletters
and correspondence! The people who ask for your free information
are telling you that they have an interest and they want to know
Join or Create a
Networking Group! Make sure the group has successful people who
are really interested in growing their business. Exchange leads,
and explain what you do to really help people!
Note: Dinner Seminars,
Direct Mail Programs, Pre-set Appointments, Internet Leads,
Newspaper Ads and Fax-Blasting are extremely expensive and should
only be used as a last resort! There are several major problems with
these types of leads. These people have never heard of you. You have
no credibility with them. You have no control over who you are
seeing. You have no idea if the people who respond really have a
need, or if they have a problem that you can solve for them.
Attracting 50 people to you
each and every month doesn’t have to be hard or frustrating, if you
focus on getting your unique message out to the ‘Right’
people! The people with whom you have the best chance of setting an
appointment and have the best chance of closing a sale!
Will, Jeremy and Lew Nason
“The Nine Out Of Ten Guys”
"What a life changer."
"Lew, I just wanted to
take a moment and thank you for recommending the
mortgage protection tool kit. It has definitely helped
me increase my average case size from $600 annual premium to
well over $2,000 annual premium per case. Also, prior to
purchasing the tool kit, I was spending over $2,000 per month on
leads. I am proud to say that I have not purchased a single lead
in over two months and my production is still climbing. What a
life changer. I cannot thank you enough. You are truly making a
difference." David Trusler, MBA, IL, Trusler
What would the best
Think and act like you're the finest in your field
By Sandy Schussel
How are you showing up? Before
you do anything with a client or a prospect, ask yourself the
question: What would the best advisor do in this situation?
Most of us know how to meet
prospective clients, talk to them and have them retain us. But the
"what we do" is not a problem. The problem is: Who we
are being when we do what we do?
A few weeks ago, James, a
financial advisor, told me how he had explained all of a client’s
options to her and asked her which she would prefer. She told him
that she needed to think about it and would get back to him. Weeks
went by, and whenever he called to check in, she repeatedly told him
that she still hadn’t decided. Then, at one point, she began asking
questions that made him suspect that she did not entirely trust him.
He had, up until that moment,
had a good relationship with this client. Now, he was afraid of
losing her. What had gone wrong?
“Among all those options
you gave her the other night, was there one you thought was in her
best interest?” I asked him.
replied, and he started to explain which it was, and why.
"But I guess that’s
where we got stuck,” he continued.
“Well, if you were the best advisor in Illinois,” I
asked him, “What would you have done differently at that
James responded almost
immediately. “I would have explained that there were a lot of
options, presented her briefly with the two or three I thought were
the best, and then told her that the one I selected for her was the
best one, and explained why. I then would have asked her if she had
any questions before we got down to the paperwork.”
Note the language in this
entry carefully, and you’ll see the difference between what James
actually did at his appointment and what he perceived the best
advisor would have done. As he saw it, the best advisor would have
simply assumed that his client would accept his choice for her. He
wouldn’t have asked his client which she preferred; he would have
taken charge to supply her with the option he had determined was
Why, then, had James not acted
like the best advisor in Illinois?
James was afraid - of pushing
the client too hard, of not letting her feel that she was in control
of the decision, of having her think that maybe he’s not as nice as
she once thought. He needed to be liked, so he was trying to be nice
- and in doing so, he didn’t serve her in the best way he could.
Most of all, he was afraid that he might say or do something that
would cause him to lose her as a client, even if what he was
recommending was exactly what he believed she should do. And he was
terrified of losing even a single good client from his small
So James danced around his
recommendation - being nice, letting her decide - and not only was
she not deciding, but she was now questioning whether he was the
best advisor for her. To top it off, he was now calling her weekly
(or, should I say, weakly).
“Would the best advisor
in Illinois continue to call this woman every week?” I asked
replied. “He would tell her that the two of them needed to get
together and talk - even if she hasn’t yet decided. He would talk to
her about his feeling that she doesn’t totally trust him. He would
tell her that the option he’d selected for her was the right thing
to do, and that her delay was actually costing her money. And, I
guess, he would tell her that if she doesn’t feel right about taking
his recommendations, she needs to find someone else to help her."
James promised me he’d call
his client one more time and be the best advisor in Illinois. A few
days later, he got back to me to tell me that she had signed the
paperwork to put his recommendation into motion.
Sure, he could have also been
calling to tell me that he’d lost the client, but that loss had been
set in motion while he wasn’t showing up to his work as the best
advisor in Illinois.
How are you showing up? Before
you do anything with a client or a prospect, ask yourself the
question: What would the best advisor do in this situation? Focus on
serving, not being liked, and watch how your practice or business
begins to flourish.
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sale was for $24,000 commission, not a bad day!!!”
“I just made a
large (for me) annuity sale that would have not been possible
had I not used your website (the
Insurance Marketing & Sales Resource Center)
and your coaching advice. I have learned to listen
much, much, more than talk. The sale is made by them not me. And
most importantly I did the right thing for the client because
they will be earning much more income and saving a bundle on
taxes. So, you not only helped me, but the client.
Oh, by the way, the sale was for $24,000 commission, not a bad
This is only step one in the planning process, step two
the life insurance review will generate another smaller, but
Brian H. - PA
Industry Updates &
From Producers Web
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