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I found that the institution of life insurance was one of the sustaining pillars of our American economy, and it was worthy of the attention of any prospect. After getting thoroughly saturated with all the knowledge pertaining to life insurance, I began to study the prospect. Where does he fit in? Where is his place in this great network of economic, social, and financial relations? I found that the whole system of life insurance was set up for one purpose only, and that was to serve the needs of the prospect. A life insurance pol- HOW TO CREATE A SALE 27 icy was a declaration of financial independence, embodying guarantees that would solve the prospect's family problems, help him to solve his estate problems, help him to solve his retirement problems, and help him to realize his hopes, ambitions, and needs. The prospect was not aware of all the wonderful things that life insurance could do for him. I must tell him. In creating this Sales Plan for life insurance, I felt I had a lot in common with the prospect. I knew he had a family, a home, a job, and, in all probability, a lot of unfulfilled desires. I appreciated one great fact about the prospect: he was a rational human being with problems and needs and would listen to an appeal on how to meet them, based on common sense and reason. Therefore, with a good understanding of life insurance, and with the prospect as the center of interest, I fitted a life insurance policy about his shoulders. I made it talk. I made it reveal its benefits and what they meant to him and his family. This is the Sales Plan I created. In this Sales Plan I refer to the prospect as "Mr. Doe" and the insurance company as "Every Man's Life Insurance Company/' |
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