“Sell the sizzle, not the steak.” – Oldest sales trick in the book
“Resistance is futile. You must assimilate” – The Borg
Once I discover what triggers or motivates a person, and then figure out how to activate it, I can sell anything. And it doesn’t even need to be a product or service they previously wanted.
Case in point….life insurance.
I sold life insurance for almost ten years and made a decent living while doing so. I never forced anything on anyone and quickly canceled the policy if they decided later it was not what they wanted.
Very few did. I had the second lowest lapse/cancel rate in my region.
You want the customer to decide on their own volition, and with minimal prompting on your part, that they want; no, they need what you are selling. Once this occurs, you are simply an order taker filling the expressed need(s) of the customer.
To do so you sell the sizzle, not the steak.
I wasn’t selling life insurance. I was solving a financial ‘problem’ everyone has, but often doesn’t recognize as a problem, is in denial of the problem or fears the problem is too big or expensive to solve.
I am not bragging, but rather pointing out something very few people consider. We are all heavily influenced by (psychological warfare) sales techniques deeply rooted in all sales pitches delivered by skilled practitioners. And the number one most powerful technique employed is to plant a seed that leverages the customer’s own emotional triggers.
Taken to the extreme level, once a person is triggered within carefully controlled and presented parameters, anything is possible.
…click on the above link to read the rest of the article…
