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I call on Mr. Doe and say in a friendly and positive way, "Mr. Doe, my name is Earl Prevette." I pronounce my name very distinctly, then proceed: "Every Man's Life Insurance Company is offering a combination life insurance and investment plan to business and professional men. Mr. Doe, this plan does four definite things for you." Then I enumerate these things as follows: "First: This plan immediately creates for you and your family an estate. This estate, Mr. Doe, is unlike most estates. It never depreciates in value, and is always worth 100 cents on the dollar. It is free from all liens, mortgages, and liabil- 28 HOW TO CREATE A SALE ities. This estate can be administered for your family so as to be exempt from certain taxation. "Second: This plan establishes a savings account for you after the second year. A very valuable feature of this savings account, Mr. Doe, is that it is always available. It stands at your elbow ready at a moment's notice to furnish you with ready cash to cover any unforeseen contingencies, or to meet any emergencies that might arise. "Third: This plan pays all future deposits for you, in the event that you should become totally disabled through any kind of disease or accident. This guarantees your estate and keeps your savings intact. "Fourth: This plan makes it possible for you, Mr. Doe, to retire with an income for life at any age between fifty and sixty-five. This income will be guaranteed to you as long as you live, with absolute assurance that every dollar invested in the plan will be returned, either to you or to your bene- ficiaries." This Sales Plan contains approximately 200 words and re- quires about one and one-half minutes to deliver. It gives an idea of the benefits of life insurance. It is a true and con- cise statement of fact. It does not attempt to define life in- surance, with its many technical terms. On the other hand, it presents a very comprehensive picture of what life insur- ance will do for the prospect and his family, and does it in a very understandable way. It is spoken in his language, and he understands it immediately. He quickly senses that this plan is an opportunity to do some real things for himself and family. By taking on the plan, he feels he will be adding to his family's welfare and to his own happiness and peace of mind. The prospect says to himself, "An estate for the family— a savings account for an emergency—an income for the breadwinner. What more does a man want?" HOW TO CREATE A SALE 29 |
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