Ken Varga's "Sell Insurance Like Crazy!"

The Power of Pauses

Posted by admin on April 16, 2019
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People understand in the pauses.

There are several important aspects to this statement. One is that people can’t buy whatever you are presenting unless they understand it enough to be comfortable going forward and two, when you explain something to people, they need time to absorb each key point.

If you run the key points together without any pauses, there is a great likelihood that the clients don’t really get what you are saying and won’t be able to make a buying decision.

This is a big difference between understanding the words someone just used to explain something and actually understanding the concept being explained.

If you ask your clients if they “understand” what you just said, they will usually say “yes”, which often means they understood the words you used. If you ask them again if they really got the concept you are sharing, they would probably ask you to go over it one more time.

The great test of understanding is to say to people after each key point in any presentation, “Before we go on with our discussion, tell me what you have heard so far,” or “Tell me what you are hearing.” 

You will often be surprised at how little they are really understanding about what you are presenting. Don’t hesitate to have people tell you what they heard numerous times in an explanation or presentation.

A quirk of human nature and especially a characteristic of salespeople is that we are quick to forget we may have taken months to learn what we want someone else to get in ten minutes.

I’m not saying it isn’t possible for our clients to understand in ten minutes, just that most of us tend to talk too much without any pauses and think our clients understand our every word. 

We tend to think that, because we understand something, our clients will automatically understand after we have explained the concept. Again, assuming your customer understands what you just said may be hazardous to your wallet.

Keep your explanations dirt simple and test for understanding more than you think you need to. 

People understand in the pauses.


Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million clients.

Ask yourself, “What is the question that has the greatest impact on your closing presentation?”

It is simply “Why is this important to you?” This is a question that you should have asked before you get to a closing presentation. The answer to this question is what you lead with in your closing.

Keep in mind that if you forgot to ask the question prior to your closing, then the question can still be asked during the close for the first time and it can still work.

Why is this question so powerful?

Because it gets at the dominant buying motive.  

This is the single most powerful motivation for a client to take action on whatever you are proposing. If you go into a closing interview without it, you are essentially flying blind and have increased the odds of the customers doing nothing.

What does a dominant buying motivation sound like? It is usually a feeling or the feeling that will come from having the solution to the problem in place.

Examples are: peace of mind, sense of security, an expression of love, care or concern for others, etc. By the way, the opposites of the prior feelings can be prime motivators as well: looking bad, looking irresponsible, feeling embarrassed, etc.

My advice is that you always state the dominant motivation of a client in positive terms even if you have to change their words a little. Positive is best.

The opening language of your closing should sound something like, “John and Mary, you told me that you want to have a certain lifestyle when you retire and want to look at the best options available to give you that lifestyle.

Furthermore, you said that this is important to you because you have worked hard all your life and you want to have something to show for it when you retire. You also said it is important for you to be able to spend time with your grandchildren and to be able to help them with college if they need it. 

And this is important to you because of the help you got from your parents. Do I have that right? Is there anything you want to add?” 

Try this scenario. The clients tell you, “ I need to find a way to save more and protect my money from potential loss.” Do you jump in with your vast knowledge and show them how you will help them accomplish this? Or do you see the opportunity to get at their dominant motivation? 

I feel you should teach people what their options are but be careful not to forget to ask somewhere in that interview, “John and Mary, you said you want to save more and protect your money from potential loss. Tell me more about why this is important to you?”

Doing this will dramatically increase your closing sales rates.

 

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

When it comes to making money online there are three elements that everyone must have in order to succeed:

  1. Something to sell
  2. A website that makes the sale
  3. People coming to that site and buying

Getting items 1 and 2 set up and in place are as easy as pie. In fact, you can have these in place in 20 minutes or so.  

But, it’s the third element, getting real people to come to your site and buying something, that has most people stumped.

Getting visitors to your site is called getting traffic. And there is no other topic on which so much is written, and so much is wrong.

I like to keep things simple and easy to understand, so in that light, here are some thoughts on understanding and getting traffic.

There are basically two types of traffic.

This means that you are going to have to pay for traffic through either your efforts (free traffic) or your pocketbook (paid traffic).

Everybody pays. Some with time, others with money. I’m sure by now you know that the “three click” wonders don’t work for anyone, except the people selling them.

So, there is paid traffic and free traffic. Nothing more. Nothing less. Let’s take a look at each and see how they work.

I’m going to write about free traffic on this blog. 

Here are some free traffic methods that work.

If ever there was a siren song of the digital age, “free traffic” is it.

Can you really get absolutely free traffic to your site and can you build a business based on this traffic? The answer is YES.

But, and there is always a but, you will have to learn how to get it and work hard as well. If that is okay with you, let me show you how it works.

The following are the main sources of free traffic.

Search Engines

Often touted as the # 1 way to get free traffic, the tactic here is to get your site listed in the venerated “top ten” search results. You can’t trick the search engines, like Google, so the best way to do this is to provide content and lots of content.

If your site is helpful to visitors you will do well.

If you try and outsmart the search engines to get the traffic you will go broke buying the latest and greatest thingy that simply won’t work.

Create a content rich site and the search engines will reward you by displaying that site when people search for the type of information you provide. But the content must be high quality and must be original.

 

Free Ads

Free ads are a mixed blessing. They are free, which is good and they usually don’t work which is bad.

If you can get a free ad in a place where ads are usually sold, like the free ad you get for subscribing to some ezines or classified ad sites that are visited by people, then it might be worth the time.

But, ad blasters and automated submitters do not work in testing and are to be avoided.


Articles

Without a doubt, marketing with articles is the #1 free traffic method. You don’t need to be a genius to do this. All you have to do is write a short article, about 700 words, that describes a problem people face and also provide ways to solve that problem.

Once your article is written, you can submit it to article directories, ezines, other website owners, and more to get the widest possible distribution.  Write and submit an article a week and very soon you will get very interested visitors who are proven to purchase.


Viral Marketing

Viral marketing means creating something of value that others can give away while making sure you benefit from it being given away.

The key here is that you both win when the product is given freely. In most cases, the person who gives your book away for you wins by providing good information that they don’t have to write. It is important that the product contains links back to your site.

The most common form of this is a short e-book or report.


Lastly…

Participate on Forums

This is a free way to earn while you learn. The idea here is to visit forums that are specific to your site and post questions or make comments. This works well if you are willing to give a bit before you receive. It does not work at all if your forum post is simply an ad in disguise.

Once forum members get to know and trust you a bit, they will visit the site you list in your signature area. If you visit the forums specific to your topic of interest and get involved, you will get very targeted free traffic on a steady basis. 

As you can see, there are many ways to get free traffic to your site and the methods I’ve mentioned do take some time.

But if you have more time than money at this point, these techniques will work to get traffic to your site.

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

In my experience, I have found that in order to have a 90% closing ratio on my sales, I have to get the clients to verbalize what is important to them and why it is important. 

If you don’t get your prospective clients to discover and verbalize these critical elements, your closing ration is going to stay low. So, there is a lot of money to be made by becoming skilled in this simple problem-solving strategy.

Let me say this. “Getting to the feeling” level, “asking the “why” Question” and “getting the prospective clients to verbalize what is important to them and why it is important,” are all the same thing. When someone verbalizes why something is important, it will usually have a feeling attached to it.
 

Here is an example of asking the “why” question.

If your prospective client says it’s important to save money, you should attempt to get to his or her feelings on the subject by asking: “You know Harry, a lot of people say it is important to save money these days. Why is that important to you?

Asking someone why something is important to them is usually going to lead to the feeling behind what they have said is important to them. I love this approach because it makes it logical for people to give you a feeling response.
 

So, what are the reasons advisors and agents don’t get to the feeling level in a sales interview? There are several:

  1. Some advisors are afraid to ask the question why. This is more of a rookie fear but I have seen experienced individuals hesitate on asking the why question.  The concern is that this is asking the prospective clients for more information than you are entitled to or that there are some things that are not any of your business. 

    This is a ridiculous notion, of course, as many fears are. You need to get all the information you can possibly get about everything you think might be pertinent in order to come up with the best solution for your prospective clients.
     

  2. Some advisors don’t understand the significance of asking the why question. We are all trained to take an analytical approach to problem-solving and therefore we tend to take an analytical approach to selling as well.

    The problem is that people don’t make buying decisions based on logic alone.

    Sure, the logic needs to be there but it is not the motivator that gets people to write the check. What motivates people to buy is a combination of logic, emotion, and intuition. If the feelings are not there, usually neither is the sale.

    What usually happens with the “Logic Only” person is that as soon as the prospective customer shows interest in anything, the individual is pitching a solution or getting information in order to make a closing presentation.

    You are so focused on the logic of your product or solution, that it doesn’t occur to you to ask the prospective customers the why questions. Just as often the prospective customers will not buy and say, “Let me think about it.”

    This is actually a very logical response on the part of the prospective customer.  If he or she is not in touch with the feeling of why something is important, they won’t be motivated to buy no matter how much logical sense it makes to buy the solution.
     

  3. Sometimes advisors don’t make a distinction between facts and feelings. This usually happens when the prospective client is giving us a lot of information all at once. The tendency can be to try to write down all the information rather than focus on the feelings. In reality, you can always go back and get any information you need.

    The prospective clients will always appreciate your efforts to make sure you understand what they want and why they want it. So, don’t hesitate to go back and get clarification on important facts and feelings if your prospective clients are giving you a ton of information all at once.
     

  4. “It worked so well I stopped doing it.” This is the lament of many salespersons who have experienced the power of getting to the feeling level and then reverted back to old habits. It takes effort and discipline to get the clients to verbalize why things are important to them. It is easy to skip this step, especially if you have made some sales and the prospective clients did all the work for you.

    When you make sales without getting the customers to verbalize why what they are doing is important to them, it creates the illusion that you don’t want to ask for this information. If you want a low closing ratio you don’t need to ask. If you want a 90% closing ratio, you have to ask the “why” questions.

 

Whenever I am coaching anyone who is having trouble getting closes, here is where I start. I tell them to pick one of the sales they are working on. Tell me what the prospective clients want and why they want it in a couple of sentences.

If you can’t answer this question with confidence, you are letting a fortune slip through your fingers.

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

LinkedIn is more than just a place to post your profile and forget about it.

You can be more visible on LinkedIn without devoting an enormous amount of time to it. 

Connections are strengthened when you interact and share ideas and information.

A solid network is vital to growing your business.

 

Here are 6 ways to increase your presence on LinkedIn.

  1. Give Recommendations. Post a recommendation for someone you are connected to. A key element of effective networking is to give first. And you never know, someone else may feel compelled to write a recommendation for you. This is not the reason you do it, just a possible outcome. 
     
  2. Give Endorsements. Give people you know endorsements. When you visit the profile of one of your connections, you will see an option to endorse their skills. This is a fast and easy way to support people whose work you value. 
     
  3. Join Groups. You can join a lot of groups. Click on Home icon on the top of your page, then type in the search bar groups, and then click on more and then click on groups. This will give you a list of possible groups for you to join. 
     
  4. See who has viewed your profile. Check out who has been looking at your profile. This is located on the left and is under the heading “Who’s viewed your profile” and if you click on it you can see a list. You may find that you know people who are looking at your profile and you can then invite them to connect.
     
  5. Share valuable content. Update your status daily, a few times weekly or as often as possible. You can share quotes, interesting links to articles and websites. This positions you as a resource and keeps your business visible.
     
  6. Add New Connections. Invite people to connect with you. I know this seems ridiculous to mention but often people get into a reactive mode and wait for others to ask them to connect.
     

If you meet someone and exchange contact details you can search Google using the keywords of their name and see if they are already on LinkedIn. If they are, you can then send them an invitation to connect.

The important thing though is to personalize your invitation instead of using LinkedIn’s standard text. It only takes a few seconds and it does make a big difference.

 

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

You may not know this but in the high-fashion industry there is a slang term called:

Air Your Coochie

What does it really mean?

It’s a jargon kicked around by fashion critics to describe a dress that is too short and therefore shows the runway model’s “coochie’ as she struts up and down the catwalk.

Why is this term good news for us as marketers?

Not because we are sick and twisted perverts but because if you want your clients to bond with you and your clients' newsletters to be highly successful, then you must…..

Air your coochie.

Simply put:

You must tell your audience about your life…

And that goes double if you are in an uptight industry.

Trust me…

Your audience wants to know what makes you tick and when done right, with a bit of tack, this will turn your customers into ravenous fans.

Now, of course, there is an art to this.

It’s not like you want to go on a rant about the time you got a DUI after you ran a stoplight, or got tossed in the can for being a reckless bozo.

I’m talking about adding fun details about your life to your prospects and customers, even if it’s in your newsletters or emails to them.

Like the fact that you eat strawberries on top of your fruity pebbles.

Or the fact that you leather-up over the weekend, hop on your Harley Hogg, and get your cycling groove on.

The point is that nobody wants to hear about your business at this point in time, but they do want you to share some of yourself in your communications with them.

So, share with them odd things about yourself that they might just relate to.


Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

Everyone reading this blog spends extraordinary hours doing business networking.  All too often there is a general sense that “there must be more.”   As a long-time business networker, please indulge me these thoughts on how to make it better.

One of the most enjoyable professional experiences is the “aha” moment that erupts when you are able to provide a business contact with a lead.  It is a tremendously enjoyable and effective way to network. 

Unfortunately, these peak “aha” moments are quite infrequent and much less common than most people think.  In truth, because these experiences can be so memorable, that it is easy to think they occur every other week. 

If you look closely, it’s probably more than every few months.

When you network, don’t limit yourself to looking for aha moments.  There is no need to.  Rather, learn about what your business contacts do, even if you don’t immediately need them, and they don’t immediately need you. 

When you develop relationships with quality partners and learn about what they do, how they do it, and with whom they do it, you are in essence acquiring a store of valuable information. You are increasing your capacity to be proactive, and to generate exponentially more aha moments in the future if and when an opportunity to work together happens.

The thing to remember here is that you don’t need to have anything from a potential networking partner in order to find out all about them. 

“Aha” moments will pop up from time to time and they will still be very enjoyable experiences. But remember: Networking these days, and in the future isn’t merely about trading cards and seeking that rare “Oh yes, I know someone who can do that” moment.  It’s about proactively building your business bank account with value, with information that you have learned from actively generating leads.

In this way, your access to new business professionals will increase as your circle widens and opens outside of its conventional framework.

The results will be more “aha” moments.  A high-quality network of diverse professionals who can provide answers and insight.  And, of course, my old favorite: more prospects which lead to more clients.

 

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

Most financial advisors fall into the deadly trap of offering a service that people really need… and then wonder why they have trouble setting appointments and getting new business.

Are you making this mistake?

Do you see it? 

Did you spot the deadly mistake?

Look closely here…

  • A lot of people need to stop eating junk foods…but they really don’t want to.
  • A lot of people need to stop smoking…but they still really don’t want to.
  • A lot of young people need to study harder…but they really don’t want to.
  • A lot of people need better life insurance coverage…but they don’t want to deal with it now.
  • A lot of people need financial planning…but they really don’t want to invest the time or effort.

Look around and observe carefully:

  1. A lot of people need to do a lot of things.
  2. But most people don’t DO things unless they emotionally want to.
  3. Or, unless they HAVE to.

Yes, people definitely need and should do a lot of things.

But the simple fact is, people generally only DO what they WANT or HAVE to do.

Makes sense?

Sure it does.

Are you actively applying those basic principles of human nature to your marketing?

No offense intended, but I’ll bet you ARE NOT.

You probably believe that most people need financial planning, (Yes, they definitely do.}

But just because they need it, don’t delude yourself into thinking that they want it.

I could go on for hours about this, but I won’t.

The point is simple.

Most financial professionals still focus on selling to financial needs vs. emotional wants.

Having a product or service that people need is very different from having one that they want.

 

Okay, so what IS it that people really want today?

Brace yourself for this astoundingly simple answer.

People today want the same OLD emotional things that they’ve wanted for years and years.

The same down to earth, old-fashioned, life-fulfilling things you probably want also.

How many of these things do you want?

  • To have a good paying job or business of your own.
  • To have interesting and meaningful work you can take pride and joy in.
  • To have a home, food, clothing, and security for your family.
  • To be able to pay your bills on time without stress.
  • To have family and friends to love.
  • To have good health insurance coverage if you get sick and need care.
  • To have enough money for your children’s college education.
  • To have an adequate financial nest egg for later years in life.

 

My question to you is, “Are you actively applying these time-tested emotional wants in the packaging of your services?”

Again, no offense intended, but I’ll bet you ARE NOT.

When you do, you will see a transformation of your practice/agency into many many sales.
 

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

Do you ever wonder why your marketing message does not produce the kind of results that you were hoping for?

Have you ever considered that you might not be speaking to the right group of people or perhaps the wrong language?

The first thing you need to do is define and identify your ideal clients. 

Here are some questions you can ask yourself about your ideal clients to better understand them. 

You need to think about things from their perspective.

Understand the fears of your ideal clients.

What do they worry about? What keeps them up at night?

Also, you need to understand the hopes of your ideal clients. 

What do they secretly wish was true about their life or business situation? What is the dream solution for their life and/or business that they would pay almost anything for?  If their perfect dream solution happened, how would that look?

Now that you’ve spent time in their shoes, it’s time to go deeper and be even more specific.

Ask yourself the following question.  You have just provided the solution for an issue challenging your clients.

What primary emotion or set of emotions is your ideal client feeling at the exact moment he or she is buying your product or service?

What is going through your clients’ mind?

What specific words do your clients use as they think about you, your service, or product and the potential results they will experience because of your help?

Write everything down that comes to your mind. 

It’s all about the language.

One of the biggest mistakes marketers can make is to use language that represents their creativity rather than the language used by their ideal clients. 

It is critical that you do your homework and speak the language that your ideal clients use.  Using the same language is incredibly important for two reasons. 

First, if your keywords do not match the terms that your clients use in searches, they will not be able to find you, and the best way to know the words and phrases your ideal clients use it to:

  1. Listen to the language used by your current ideal clients in person, on the phone, and on social media.
     
  2. Pay attention to the language used when a prospect approaches you to learn more about what you have to offer.
     
  3. Use the answers to the questions asked by your prospects.
     
  4. Join groups or communities on social media where your ideal clients hang out and listen to the conversations they are having with each other. 

 

Being aware of the words and phrases commonly used by your ideal clients is very important because those are the words and phrases you definitely want to use in your marketing copy, your content, and social media posts.

Understanding your ideal client’s deepest fears and greatest hopes will help you to know what motivates them to buy and by combining this with the language that they and other members of their community use, you are now able to communicate with them in a way that they understand. 

This will increase the effectiveness of all of your marketing efforts. With this knowledge, you are ready to locate and connect with your ideal clients.

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

Your Agency/Practice can be one that sells online or it could be products you sell at parties, or one to one at lunch or in homes. 

There are many ways to market your business.  Whatever way, one of the most important items that I never really see addressed in any articles I read about Business Marketing, is the importance of saying two simple words: “Thank You.”

Whenever you sell anything, you should always send a Thank You letter or a Thank You message after the order is placed, whether on the Internet or a thank you letter after the customer has purchased your product. 

Then you should follow up with another personal message after the purchaser has had an opportunity to use the item/service. You can ask if they have any questions and are enjoying the benefits of what they have purchased.

When you do this, you have created a really dynamic opportunity to build a relationship with that customer and reap the rewards of many future purchases that person will make or even turn them into an influencer, where they will refer others.

 

Here’s a simple fact:

The customer, who feels flattered and appreciated, will become a life-long customer, and will eagerly give you their money over and over again. That is what builds repeat business and a steady growing income.

That is the foundation of success. This is multiplied over and over again in your business.  Think of that power and reward. And there is nothing more valuable to any business than repeat customers.

Everybody likes to be appreciated, but when you are appreciated when you least expect it, the impact on you is HUGE.  

When you take the time to give special notice, customers remember you.

There are many ways to single people out, and this is one of the personal and heartfelt Thank You’s that works every time.

Do you say thank you to your customers for doing business with you?

Think about it.

Do you say thank you half-heartedly, or perhaps you send out a “Form Letter” thank you pre printed and impersonal, which when received, is dropped in the junk mail pile?

A real “Thank You’ is something that gives the customer a personal feeling as one human being reaching out to another and saying, “You are special TO ME. I appreciate your business.” 

When you don’t expect that call it really will have a real impact on you.

The challenge you face is to find a way to say thank you the right way to as many of your customers as you can, if not to all of them.

If a ‘Thank You’ is overlooked in person, what about on the Internet?  How do you say Thank You and make it personal and meaningful to that distant cyberspace customer who might be here this minute and off to that other vast shopping ground next?

Once you have their names, then you must send them a personal email message thanking them for doing business with you. 

But don’t stop there.

Set up an automatic, follow-up message asking if you can be of further assistance and say “Thank You” again for becoming a customer. 

Let me say, “Thank You” for reading this latest idea for creating clients.  I truly value your desire to be the best marketer you can be and I sincerely desire to help you achieve that. It is people like you who make doing business a pleasure, not just a chore.

Thanks again.

 

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.