I know you have probably read in a thousand places that the No. 1 complaint of any buyer is that the seller does not listen. This, of course, is not limited to insurance. When was the last time you visited a car lot and had a salesman really listen to you? Did the salesperson ask about:
- The car you drove in?
- The reason you are looking?
- What you have looked at so far?
- The pluses and minuses of what you have seen?
- What brought you to their dealership?
- Your budget?
- What is important to you in your new car?
I just went through the buying experience and the answer is, it did not happen; the seller actually listened to me. The result? I purchased the car I wanted at a good price and I am happy with my decision.
This is feature and benefit selling. The feature is online certificates and the benefit is no waiting. The problem is the way the producer listened: The producer listened to respond. Unfortunately, this is the way many of us were trained. Listen for the weakness in the current program, tell the prospect how we are better and then hope we can build up enough of these to win the day.