The sales game has changed. Well, the buying game haschanged; too many salespeople take the same tired approach.

Buyers do their research online and mostly have their mind madeup before meeting with you. As a result, when you get in front ofthat prospect, you better be prepared to discuss what is mostimportant to them.

What the buyer wants to hear

According to The Challenger Sale, the top five things buyers arelooking for in a salesperson are:

  1. Unique/valuable perspectives

  2. Ability to navigate alternatives

  3. Ongoing advice/consultation

  4. Helps avoid potential landmines

  5. Educates on new issues

What the buyer hears

Yet, what do most insurance brokers discuss when in front of aprospect?

  • Price: “We have great carrier relationships andwill use our status to get the best price.”

  • Reality check: If it your client had other brokers getquotes, you would explain how underwriters don't like multiplebrokers quoting. Besides, all brokers will get the same ratesanyway.

  • Product: “Look at our 'capabilities' binder, wehave so much stuff.”

  • Reality check: You stop short of explaining howfrustrated you are with the vendors from whom you access theseresources because your clients don't actually use them.

  • Service: “The real difference is our people; weprovide great service.”

  • Reality check: This can't be tested until they become aclient and things start to fall apart.

Notice a difference between these two lists? Not one of thesetalking points makes the list of what buyers want.

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