Unlocking the feelings of prospects to tailor the perfect pitchis a goal of salespeople, brokers and advisors the world over.

While perfection may not be attained, a recent research project by Chubb may help keepyour pitch from flying off course.

Chubb is the world's largest publicly traded property andcasualty insurer. The company recently debuted a resource centerdesigned to help independent insurance agents andbrokers engage more effectively with current andprospective clients.

One of the methods to accomplish this, Chubb says, is to changethe language between the service providers and the customers.

Related: Your prospects don't speak the language ofinsurance. Translate for them

Ori Ben-Yishai, CMO at Chubb North America Personal RiskServices, said that when talking with successful individuals,advisors and agents should be “focusing on their achievements,rather than their wealth.”

Language matters

So, Chubb found phrases that were real turnoffs when talkingwith clients or prospective clients, and pieced togetherphrases to replace those words. The research center was fueled by amonths-long project that Chubb conducted with Maslansky + Partners,a language strategy firm.

Chubb said their research found that it's not what you say toprospects that matters; it's what they hear. While the research wastargeted toward insurers, the results strike at the heart ofindividual consumer perceptions, much of what behavioral financeseeks to explain.

Related: 6 personality traits of the successful andwealthy

For instance, when the study described a firm as serving “highnet worth” and “affluent” clients, the participants, instead ofbeing flattered, responded: “It doesn't pertain to me, even thoughI consider myself upper middle class,” and “That sounds snobby andelitist.”

Chubb said that no matter how “elite” prospects' lifestyles maybe, there is always someone else they know that has more. Wealth isrelative, the study found, so individuals are slow to think ofthemselves as “affluent” or “high net worth.”

So, here are four tips to help determine the phrases and wordsto lose and those to use as replacements when marketing services toaffluent prospects:

No. 4: Be more relatable.

• Use ”successful” or “accomplished” vs.“affluent” or “high net worth.”
• Say “premium insurer” vs. “high net worthinsurer.”
• Use the phrase, “Protecting all the details that madeyour house your home” vs. “Protecting a Frank LloydWright-inspired home.”
• Try the statement, “Whether you have a Mercedes orcustom cabinetry…” vs. Whether you have a Maserati or aPicasso…”

No. 3: Highlight experience over coverage.

• Say, ”When you're at your worst, we're at ourbest” vs. “Do you have exposures you don't knowabout?”
• Mention, ”You deserve someone who will treat youwith empathy and compassion” vs. “Make sure yourpolicy is written for you.”
• Indicate, ”We're responsive” vs.“We're thorough.”

No. 2: Focus on the positive.

• Try saying, “We'll identify how to best protectyou” vs. ”We'll identify your risks andexposures.”
• It's better to say, “If somethinghappens” vs. “If a loss occurs.”

No. 1: Let clients know what they withyou.

• “With us, you'll never have to substitute inferiorquality for your home's most distinctive feature” vs.“Ordinary insurers may substitute inferior quality for your home'smost distinctive features.”
• “Because of your success, your needs may havechanged” vs. “Your home may not be insured to itsfull value.”
• I will tailor a comprehensive plan that prioritizesyour needs, and I can advocate on your behalf” vs.“Other agents aren't independent or free to recommend what theythink is best.”

Related:

Your 'presence' is critical to the insurance salesprocess

The No. 1 reason most people buy insurancefrom you

Do you know your prospect's buy-inquestion?