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I called on a very prosperous wool merchant. His secre- tary put me through the third degree as to my name, history, pedigree, and business qualifications. Then she wanted to know what I wanted to talk to Mr. Nointerest about. I told her my mission, and this opened the door to Mr. Nointerest. Attentively he listened to my story. When I had finished, he said, very decisively, "I'm not interested." I accepted his statement. However, I realized that possibly I could con- vince him if I knew his date of birth and could submit my plan to him in the form of a brief. Believing that discretion is the better part of valor and that a soft word turneth away wrath, I spoke to him very gently: "Mr. Nointerest, I have never had the pleasure of meeeting you before. However, I want you to do me a favor: I want you to give me your date of birth." He replied, "I do not give my date of birth to strangers." "But," I said, "Mr. Nointerest, will you loan me your date of birth for a few days?" Laughingly, he re- plied: "March 19th, 1905." In a few days I submitted the plan for Mr. Nointerest's consideration. He liked it, and, as a result of circumventing 52 HOW TO TURN OBJECTIONS INTO SALES that objection, I sold him $100,000 of life insurance, with an annual premium of $5,000. I approached a Mr. Warner, and, when I completed my story, I asked him very decidedly how his physical condition was and whether he thought he could pass a first-class medi- cal examination. He told me that he was never better. I sug- gested to him that a physician call and check his physical condition. This he agreed to do. "But," he said, "I don't need any life insurance. I don't want any life insurance. I have a very substantial estate." I said, "Mr. Warner, you could use $50,000 of life insur- ance to set up a special fund of money to meet the inherit- ance taxes, state taxes, and other administration costs that will eventually be imposed and assessed against your present estate. This life insurance fund will furnish the ready cash to pay those expenses for your estate. It will leave your present estate intact. In brief, Mr. Warner, why not let us underwrite the settlement costs of your estate?" This suggestion caused Mr. Warner to forget his objection. He saw the wisdom of my suggestion. In a few days I delivered a policy for $50,000. About 3:30 in the afternoon I called on Mr. Speculator, an investment broker. His objection was: "I am a stock broker and I like to speculate with my money." "That is exactly why I called on you. Everybody's Insur- ance Company wants to speculate with you. They want to wager $25,000 against your $600 that one year from today you will be living." This wager completely swamped his ob- jection. He could not resist the offer, and a policy for $25,000 was delivered to him. |
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