It isn't necessary to tell salespeople they need to improvetheir performance. They're scorekeepers; they know exactly howthey're doing. Even with so many opportunities, it's easy forsalespeople to get stuck in patterns that keep them from becomingmore effective performers. To help salespeople see themselves moreclearly, here are four approaches to sales:

1. Tactical selling

This occurs when a salesperson tends to follow a script thatputs the emphasis on a product's features and functions rather thanfocusing on understanding customer needs. Unfortunately, thesesalespeople have difficulty moving beyond mid-tierrelationships.

2. Transactional selling

Then there are those in sales who give customers what they want.These are the commodity buyers and there are more of them all thetime. The message is clear: “This is what I'm going to buy. If youcan't give it to me, I'm going elsewhere.” The customer is incontrol, and the salesperson is merely an order taker.

3. Relationship selling

Buying from people we trust makes sense, which is whysalespeople often say they control an account because they have the relationship with the customer.Maintaining the personal relationship is what's most important, andanything that might interfere with or injure it is a red flagthreat. More attention is placed on keeping the relationship thanon providing solutions based on client needs.

4. Strategic selling

Strategic selling is all about staying in control by askingprobing questions about desires, goals, objectives and concerns.Then, based on these insights, offer appropriate solutions focusingon the benefits of the product's features.

Customers recognize “what's in it for them” and the salespersonis perceived as an expert, consultant and problem solver — someonewho is worthy of trust.

Here are a few thoughts about what all this means for being ahighly effective insurance advisor:

• During any week, advisors may find themselves using severalselling strategies depending on the situation.

• However, it's easier to respond to customers with a tactical,transactional or relationship style, even though they may know thatthey lose control.

• Yet, it's advisors who take a strategic approach who perform thebest. They understand a client's goals and objectives and offer thebest possible solutions based on their client's needs, taking theentire product line into account and not just those that areeasiest to sell.

While the task is demanding, the rewards for both client andadvisor are well worth the effort.