|
A few days later, I called on a certified public accountant. I lost no time in giving him the full content of my Sales Plan. As you no doubt know, C.P.A.'s are clever at figures, espe- cially when they are figuring for other people. Well, as soon as I had finished my sales presentation, he responded with the following objection: "I can make more money by investing it myself than a life insurance company can make for me. To prove it," he continued, "I have $25,000 invested in 4 per cent bonds, which are yielding me $1,000 a year." "That's fine, Mr. Correctall. No doubt you would like to double the value of those bonds immediately." He came back with a quick retort: "You bet I would—how can that be done?" "Very easily," I continued. "All that you have to do is to take the earnings from your bonds, and invest them each year in a $25,000 life insurance plan. In so doing you im- mediately double the value of your bonds from an estate vStandpoint, and instead of your family having a $25,000 estate they will immediately have a $50,000 estate." "Say," he said, "I never thought of that." So I sold Mr. Correctall a $25,000 life insurance policy by taking his own objection, injecting a little thought into it, and handing it back to him in the form of a suggestion. It not only counter- acted his objection, but gave him a very sound reason for buying life insurance. By a little thought, I turned another objection into a substantial sale. I approached Mr. Cantbuy, who owned a chain of meat stores. When I had finished my sales presentation, he said "Nothing doing—no life insurance for me. Why, my dear HOW TO TURN OBJECTIONS INTO SALES 51 fellow, I would not give you ten cents on the dollar for all the life insurance in the world." After a pause, I said, "Mr. Cantbuy, this plan does not cost you ten cents on the dollar. As a matter of fact, this unusual plan will only require about four cents on the dol- lar each year." "Do you mean to say you can get me a life insurance pol- icy for an outlay of only four cents on the dollar each year?" "That's exactly what I mean, Mr. Cantbuy, and if you will make a deposit of $1,000, Everybody's Insurance Company will deliver to you a policy for $25,000." "Willingly," said Mr. Cantbuy. "If you can do that I'm sold." |
|||
|
