The sales game has changed. Well,the buying game has changed; too manysalespeople 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 tohear

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 carrierrelationships and will use our status to get the best price.”

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

  • Product: “Look at our ‘capabilities’binder, we have 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 ourpeople; we provide great service.”

  • Reality check: This can't be tested until theybecome a client 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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