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In this category the prospect wants to assure himself, as far as possible, of the security of his family. He wants to make certain that his own wants in time of need will be pro- WHY THE PROSPECT BUYS 41 vided for. Old age is looming up; when it comes he wants to be financially independent. The things he buys, predicated on this principle, contribute to his peace of mind and add substantially to the welfare, happiness, and comfort of him- self and his family. The satisfaction of caution is the chief reason why the prospect buys life insurance. In creative selling you do not talk so much about the thing you are selling as you do about the thing it will do for the prospect. The thing you are selling is merely the means you employ to bring about the real things of interest to him. You constantly want to remind him that the thing you are selling will add to his health, his wealth, his hap- piness, and his peace of mind. Take the Sales Plan on life insurance. Read it over and analyze it, and you will find I do not use the word "I" a single time in that Sales Plan. But, I use the word "you" and "yours" many times. I visualize to the prospect what life insurance will do for him. I center his attention on an estate for himself and his family. I call his attention to the fact that this estate has many advantages. I bring home to him the fact that this plan would set up a savings account and that this savings account is always standing at his elbow, ready at a moment's notice to furnish cash in case of unemployment, for sickness, or for any other emergencies that might arise. I point out to him that this plan will take care of the premiums if he should become totally incapacitated by any kind of sickness or accident, and that his estate and savings would remain intact. I fur- ther tell him that, if he lives to an old age, all of his worries will be absorbed by the assurance that he will have an in- come for life. Nothing is said about term insurance, ordinary life insur- ance, limited payment life insurance, endowment insurance, or any other particular form of insurance. No mention is 42 WHY THE PROSPECT BUYS made of the laws of probability or of mortality tables. No mention is made of cash reserves or any of the other techni- calities connected with life insurance. I do not try to tell the prospect all I know about life insur- ance. That would take up too much of his time. Besides, he is not interested in what I know about life insurance. He is interested to know what life insurance will do for him. He wants to hear what I told him. He wants to hear about some- thing that will give him one of those big things known as an "estate." Creating an estate is his motivating and impelling idea, and life insurance is the only means of creating one easily and quickly. An estate! What a word! It may mean a plantation in Louisiana ... an oil field in Texas ... a ranch in California ... an orange grove in Florida ... a million-dollar home overlooking the Hudson River—or it may mean a life insur- ance policy. The word is dynamic. It is potent. It sounds like wealth and affluence. Every man wants one. The very word gives the prospect a sense of importance, raises his dignity, and buoys his self-respect. A savings account at his elbow adds to his comfort and peace of mind. The payment of future premiums in case of disability enhances the value of the plan. He feels that he can carry insurance as long as he is on his feet, but ouch! "What if I got knocked off my feet?" he asks. The disability clause takes the "sting" out of that. The plan affords the prospect an opportunity to invest money where it will compound and grow and be there when he gets there. It sets up an income for him when he retires, at any age between fifty and sixty-five. This idea brings to his mind a definite, fixed, guaranteed income for life. This guarantees food, shelter, clothing, and comfort for his de- clining years. He will not have to worry about whether or not his money will last as long as he lasts. This income for life will relieve him of the strain, worry and anxiety con- WHY THE PROSPECT BUYS 43 nected with other forms of investments. No ticker tape wor- ries—no depreciation—no ups and downs. No loss of income or principal—and no regrets. This means genuine comfort and real happiness. It means his sunset days will be happy days. It means peace of mind. |
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