“Then Find Out What They Really Want Right Now, And Then Give It To Them”
Have you ever heard the story about two brothers who were each going to open a hamburger stand?
It seems the two brothers were quite competitive, and so they had a bet on who could make the most money from their hamburger stand. The younger brother, George, told Ned that he could have any advantage he wanted for his own hamburger stand.
Ned thought for a minute and said, “All right, I want the best hamburgers in town.”
“Fine,” George said, “Your hamburgers will be better than mine. Now what other advantage would you like?”
“I want the cleanest, nicest-looking restaurant in the entire state.”
“Fine,” George said, “Your restaurant will be the best around. What other advantage would you like?”
“I want the friendliest, best waitresses.” “No problem. What other advantage do you want?” “I want the best location for my hamburger stand.”
“You got it- the best location is yours.”
By this time Ned was feeling a bit smug about winning their bet. After all, George had given him every advantage he wanted, so there was no way he could lose.
So when George said, “I would like to have one thing for my hamburger stand, though…”
Ned gladly obliged: “Anything else you want, you got it.”
George couldn’t help but smile: “The only thing I want for my hamburger stand is a starving crowd inside it!” And then he went on to win the bet by a landslide.
So what’s that story got to do with selling insurance and your financial services?
Even if you’re doing EVERYTHING else right in your insurance or financial services business, if you make the one mistake of NOT selling to a “starving crowd,” you’re going to struggle in this business.
Let’s look at an example outside of our industry.
Why do you think doctors make so much money? It’s definitely NOT because they’re good salespeople or marketers – in fact, they’re some of the absolute worst around. Yet their waiting rooms are always full of people wanting to see them.
Have you ever thought about what they’re doing that you’re not? They’re marketing to a starving crowd. If you’re sick, you’ll gladly wait all afternoon and pay whatever exorbitant fee your doctor charges. If you have a heart attack, you don’t negotiate fees with your doctor and you don’t postpone your date for open heart surgery because there was something else you’d rather do that day. No, you march right into the doctor, tell him to schedule you right away, and never even ask him what he charges to do the procedure.
Why? At that point, you have an “immediate need” and you’ll do whatever it takes to get your problem fixed.
To be a successful insurance agent or financial adviser today, you must find your own “starving crowd” and offer them whatever it takes to immediately satisfy their immediate hunger. Unfortunately, because insurance and financial services are at best a future need, it’s tough to find a “starving crowd” of prospects for your products.
That’s why you need to turn the tables on your prospects and offer them services which satisfy their most pressing IMMEDIATE needs before you ever offer them insurance or financial products. This strategy quickly turns even your lukewarm prospects into a “starving crowd”.
Remember, everyone is totally self-absorbed and selfish.
All people care about is themselves, and maybe their family.
How about you?
Do you care about me, or what I think… or are you reading this newsletter because of what YOU thought you could get out of it?
Of course, you’re no different from me, or anyone else.
All we care about is ourselves. It’s just human nature.
So, when doing any marketing or advertising, there’s one question that your prospects are going to ask, subconsciously, when they see your ads or whatever:
“What’s In It For Me?”
This is a major point you have to understand. Yes, I know you’ve heard this all before, but this is so critical, so we need to repeat it over and over again until it is firmly implanted in everything you do.
If your client newsletters, sales brochure, Ads and mailers you use answer this question, they will be moneymakers for you!
If they talk about things that don’t answer this question, they will not create responses!
For example, talking about the fact that your company has top ratings does not answer this question. Talking about your credentials doesn’t answer this question. Bragging about being the “best,” or that you “care” doesn’t answer this question. And so on.
But do you see how “How To Pay Off Your Mortgage 10-15 Years Early, Without taking Any Additional Money Out Of You Pocket!” or “How To Generate A Guaranteed Income In Retirement That You Can’t Outlive!” answers this question?
Keep this critical concept in mind whenever you consider any marketing attempt!
Just like you, your prospects only want to know what’s in it for them!
Do you want more information on you can get qualified prospects to call you? Then start by looking at the Insurance Marketing and Sales Resource Center™? For about a dollar per day it’s the easiest way to learn how to get ‘Qualified Prospects to Call You!’
Or, you can invest in one of our specialized “step by step’ systems with 3 month of coaching and real support!
Yours In Success,
Jeremy and Lew Nason
‘The Nine Out Of Ten Guys’