Sales Coaching: You Can't Sell To People Who Don't Want To Buy

You waste valuable time and energy trying to do just that. Instead you could be selling a whole lot more insurance with a lot lot less work if you just knew how. Rather than trying to convince a suspect, focus your efforts on people who've already decided they want what you have. When someone doesn't want what you have they aren't rejecting you personally they'd reject anyone because they aren't interested in what you're offering. It's foolish and self-defeating to try to sell to people who don't want to buy. You do it because you're focusing on trying to fill your appointment book when your should be focused on only meeting with people who want to talk to you about what you have.

No matter if you're communicating face-to-face, on the phone, or through your marketing materials you need to help your ideal client to go through a thought process that makes them want you to help them buy. You need to understand your market and what they want and what they want to avoid in order to do that. The best way to help them through this thought process is through a series of conversational questions that help them to make easy "yes" decisions so they are able to comfortably make the big "yes" decision.

Your first question may be about something they don't want or don't like. If they can answer "yes" to that question then you can take them to a question that leads them to something they do want or would like. You might add a question that helps them to think about how getting what they want might benefit them in other ways. Then you must have your final question that gets them to give you permission to talk to them or show them something about what they want. The way you phrase this question is very important. Here's a good example, "if I can show you a way to get (whatever they really want) would you be interested in learning more about that"?

At this point they're very interested and excited to know more. To get them to the next step you have to have a great offer so they'll take action. One of the best sales techniques to help someone make a buying decision is to engage and involve them. Make sure your offer engages and involves them in their "yes" decision.

Have you ever had the experience in a face-to-face situation where the person seemed really interested, but when you asked for the appointment they backed away and gave you an objection or stall? You shouldn't be surprised by their reaction. The moment you went directly for the appointment they felt like they were being sold so you actually inhibited your opportunity for insurance sales success.

You can prevent that if you have an offer that is low risk and high value, so saying "yes" to the offer is a no-brainer decision. Plus you want the offer to deepen the relationship and experience they have with you building trust and rapport. You may have a report you can send them, and audio explaining it, or an event you invite them to. You'll actually sell much faster taking the seemingly slower approach plus you'll get far more referrals.