Perceptive listening is the key to great insuranceproduction.

Have you ever had a sales appointment where you felt like a rockstar on the big stage or an attorney delivering a spellboundclosing statement. You rattled off all theright phrases, terms, and filled all the coverage gaps?

You went back to your office and told your boss, “I nailed thatone, it’s a done deal!” Only to find out later that the prospectthat you just dazzled selected a different agent? Whathappened?

The person who talks the most feels the best, but the one wholistens has the most information.

Listening is power

Top insurance producers have always been goodlisteners, but it today’s information filledworld, listening has become an artform.

I have taken classes on active listening. While it has helped mein the business world, my wife may tend to disagree! I often reactor want to “fix something” before processing the words that theother person is trying to communicate.

Active listening is the process where you listen carefully towhat someone is saying and react properly to the words beingspoken. Active listening is effective, but in today’s complexselling world, you need to take active listening a stepfurther.

In his book, Duct Tape Selling, John Jantsch introducesa concept called perceptive listening. John defines perceptivelistening as, “When you hear and interpret the words asthey’re said, but also consider what that other person isn’tsaying, what she might really be thinking, and how she is acting asshe speaks.”

Perceptive listening in insurance sales

So, how could you apply perceptive listening specifically to yourrole as an insurance producer?

The most effective way to become a perceptive listener is byasking quality questions.

Related: Want useful answers from your clients? Ask betterquestions

Whether it due to a lack of preparation or nerves, too manyinsurance producers ask terrible questions.

Questions like:

• Who are you with?
• How much do you pay?
• How has your experience been with your currentcompany?
• What would we need to do to earn your business?

These types of questions create little engagement.

Related: Ask powerful questions to increase clientinteraction

To be a perceptive listener, you need to ask questions that makethe prospect pause and think.

Questions like:

• “What is your proudest moment in business?”
• “What has been the biggest obstacle you haveovercome.”
• “What has been your best experience with……?”
• “How would you feel if this were solved?”
• “How have you dealt with…..?”
• “How have you successfully used…..?”
• “Why is that a problem?”
• “Can you clarify what the means?”
• “What did we agree upon today?”

Come up with a list of your own power questions that set youapart from other agents and allow you to listen perceptively.

Perceptive listening is silent

Have you ever sent a text or email with a smile on your faceonly to have the recipient respond back in a defensiveposture? Why is that?

It’s because emails and texts do not involve listening withyour body.

Perceptive listening is much more than written or spokenphrases. Perceptive listening involves body gestures, intonation ofvoice, and eye contact. None of those things can be observedthrough the written word or simply the words that are beingspoken.

When you are with a prospect or client, observe how you clientis moving, their eye contact, and their body language. It's mostlylikely saying much more than the actual words coming out of theirmouth.

Not only will silent listening allow you to better observe whatyour prospect is really saying, but also make the prospect feelheard.

Perceptive listening is digital

The last piece of perceptive listening is a new concept for mostinsurance agents.

How are you listening online? Better yet, are you listeningonline?

The amount of information an insurance producer can obtainthrough online channels is mind-boggling. In years past, to gatherinformation on a prospect, you may read some company brochures orscan the prospect’s office or home for rapport building tools.

Today, just by being a perceptive listener online, you can learnall of this information and much more through some basic researchand planning.

Perceptive digital listening can be done through websites,discussion forums, product or service reviews, social media sites,blogs, and anywhere else your prospect may be visible.

Related: 7 insurance sales habits that give you a badname

In “Duct Tape Selling,” John Jantsch mentions 5 types of onlinelistening that help you use this digital data to boost yoursales.

1. Listening forconnections — Sales are aboutthe connection you make. Social channels like LinkedIn, Facebook,and Instagram are a great way to build your connections. In fact,just a couple weeks ago, I booked an account by listening to a needmentioned on a social media channel.

2. Listening for buying signals — Asyou build your connection list, observe what your potential clientsare discussing online. What do they like, what do they not like?Taking part in a social media group or starting your own is a greatstrategy for perceptive online listening.

3. Listening for changes —Monitor youronline networks to look for changes. This can be done with yourcurrent customers and potential clients. Changes can come fromwithin their industry or outside, but by keeping tabs on thechanges you will be able to seize opportunities.

4. Listening to stay informed — Life andbusiness changes fast, especially in today’s world. Being in tunewith your prospect’s interests and their industry is vital.Prospects today want experts that understand their specificsituation and challenges. To stay abreast of your prospects needs,use online listening to stay informed.

5. Listening to add value — As you becomea student of perceptive listening, you will become a master ataggregating and filtering information to add value. Imagine comingto a prospect with specific solutions before they have even toldyou what that need?

The bottom line

Great insurance producers sell with their ears, not theirmouth.

Perceptive listening will take your business to the next level.It’s the best sales tool you own. Here are the 3 ways topinsurance producers can grow their business without saying aword:

1. Perceptive listening puts you incontrol by asking questions that challenge your prospectto think.

2. Perceptive listening shows that youare fully engaged with your prospect.

3. Perceptive listening createsopportunities to add value and build deeperrelationships.

The best insurance producers ask the best questions and listennot with the intent to reply, but with the intent tounderstand.

Brent Kelly is akeynote speaker, trainer, coach, and certified partner with theJohn Maxwell Team. He provides inspirational and purposefulbusiness growth for insurance professionals. You can connect withhim at www.brentmkelly.com or email himat [email protected].