In sales, “controlling the conversation” is important for success. However, there’s a fine line between controlling the conversation and being sleazy or manipulative. You don’t want to convince someone to buy something that isn’t actually going to help them or be in their best interests. If you do, that can often lead to buyer’s remorse, attempted cancellation, negative reviews, and a slew of other problems.
It’s not uncommon for a sales person who senses some buyer interest to talk more, push more, call more, etc. But good selling isn’t high pressure and fast talk. If you have to ask repeatedly for the sale, it’s likely you haven’t sold the prospect enough.
Instead of pushing someone into something that might not be right for them, consider trying some of these tactics:
Be consultative, add value, build trust:
One of the most effective ways to control the conversation is to demonstrate value to your prospects and clients. Be consultative. Ask a lot of questions, then listen to the answers. When you listen to your customers to learn about their needs and goals, you’re better able to offer up solutions to help them achieve them. You can build trust, too, by how you’ve helped others, your years of experience, etc.
Learn 12 tips for selling insurance over the phone here.
1. Emotions rule
Emotions are a big part of the insurance-buying decision. People will buy (from you) for three reasons:
- they know you
- they like you
- they trust you.
If you use the discovery process to learn about your prospect’s needs, and then you present ideas to help them achieve their goals and address those needs, you allow the prospects to sell themselves.
2. Guide the conversation
By asking questions, you can uncover needs your prospect may not realize they have. What are their objectives? How much are they looking to spend on health insurance? Have their health care-related needs changed? Have their expenses increased? If they have a current plan, are they happy with it? If not, why not? If so, what do they like? Are there future plans that should be considered?
Repeat back to them what you hear – and discuss how the products you’re recommending will help them address their needs, concerns, and goals. Repeating back to them what you heard will help them solidify it in their minds, too.
3. Positioning/picture painting
You may be competing with another insurance professional for the business – whether your products are different or similar. That makes your positioning, proposed solution, and service more important than ever.
Sell your unparalleled service as a differentiator. Paint them a picture of how you and your solution are different (from your competitors) – and how you can better help them reach their goals.
4. Create rapport
In your discussions with prospects and clients, be aware of both your and your customer’s verbal and nonverbal communication. Commonalities are helpful.
Acknowledgement of their aspirations and what they’re saying is essential. They need to know what’s behind your words. People can say some sensitive, personal things when discussing insurance. Be empathetic to their situations and circumstances.
5. Controlling the conversation in sales is not being pushy, forceful, or manipulative.
It’s about being consultative – hearing what your customer has to say and helping them solve a problem. Only when you know what your prospect wants can you present the right product and service solution.